Your audience is one of the most important assets your organization owns! One of the keys to long term success is to continually engage people with valuable information they enjoy consuming. The engagement process will build trusting relationships with current clients as will as prospective clients. I’m sure you’ve heard the saying – “People do business with people (or companies) they know, like and trust”.
Create client personas
One of the keys to a successful marketing strategy is that you understand, and write specifically for your audience. To help you do this, it’s essential to create your personas.
Basics of the persona:
- Title / Role in the organization
- Daily responsibilities
- Job Challenges
- Role in the buying process
Questions to answer about your ideal consumer
- What do they need to know they may not even know they need to know?
- How are they solving challenges today?
- What would make their lives better if they solved what?
- How do they buy today?
Ideas for gathering more intel about your audience:
Interview current customers
This may seem obvious, but how many of you take the time to talk to your customers? They are a perfect resource because they’ve purchased your product or service and are relatively accessible to you. Interviewing customers will not only give you insight into their decision-making process, it will also be a great opportunity to gather content for a case study.
Understand your web analytics
There’s a ton of data accessible to you through your web analytics, but how are you using it to learn more about your buyers? Review pattern behavior of visitors, they pages consumed and their route in and out of your site.
Research your competitors
Not only do your customers have access to more information than ever before, but so do you! One way to get great insights into your buyers is to study the research or case studies that your competitors have published. Reviewing their case studies might help you better understand your buyer, as well as why they chose your competitor over you.