To be successful in marketing, you must understand your brand’s ideal buyers and the multitude of channels that they engage on and seek resources to help with their work. In this #ContentChat, we’re joined by Shruti Deshpande (@Shruti12D), a marketer with 10+ years of experience executing multichannel B2B marketing campaigns, to discuss lessons learned in multichannel B2B marketing. Check out the full chat recap below, where we discuss how to identify your ideal buyer persona, ways to optimize your multichannel B2B marketing campaigns, and pitfalls to avoid along the way.
Q1: What is a buyer persona, and how is it useful for content marketing?
A buyer persona is a mold of your ideal customer. This persona should describe the person’s role, challenges they face, how they define success, where they fit in the buying process, and much more (which we’ll discuss in Q2).
A1a. Buyer persona is a mold of your ideal customer. It is a detailed description of who represents your target audience. #ContentChat
— Shruti Deshpande (@shruti12d) May 3, 2021
A1a: A buyer persona is a snapshot of your ideal customer.
It includes the role the person plays in the buying process, the critical challenges they face, and how they define success, all as it relates to your brand’s product or services. #ContentChat
— Erika Heald | Founder @ErikaHeald (@SFerika) May 3, 2021
A1 A buyer persona is a representation of your ideal customer based on research
It helps you narrow down the who, how, what, where, when of marketing a service/product
-Alyx #ContentChat https://t.co/kujUUx0apy— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) May 3, 2021
A1 When you are writing marketing copy for any format, the buyer personal represents the answer to “Who” when you’re working through the development questions of Who?, What?, When?, Why?, Where? and How Much? #ContentChat
— Derek Pillie 🎯 (@derekpillie) May 3, 2021
A1a: Buyer persona is basically a very detailed description of someone representing your target audience. It includes interests, demographics, online behavior, buying habits and other behavioural traits. #ContentChat
— Momina (@toppingofirony) May 3, 2021
A1: Buyer persona = demo, pshcho and firmographics of a target customer. Used for: (s) poking holes in theories about who you thought your target customer was; (b) detecting loose, faint signals of resonance among buyers; (c) letting customers have if your way.
#contentchat— Ed Alexander (@fanfoundry) May 3, 2021
Marketers use buyer personas to create more personalized content that will actually resonate with their ideal customer. A brand will have multiple buyer personas, but each piece of content should focus on just one. It is easier to spark an emotional connection with your reader if you understand and address their unique needs.
A1b. In a crowded playing field, it is important that your content marketing stands out, resonates with the right audiences and invokes an emotional reaction. #ContentChat
— Shruti Deshpande (@shruti12d) May 3, 2021
A1c. A well defined buyer persona allows to create content that encourages potential customers to take notice, and engage with the content and take further action. Defining a clear target audience can allow you to focus your marketing efforts. #ContentChat🤓
— Shruti Deshpande (@shruti12d) May 3, 2021
A1b: In the context of your #ContentMarketing, while you may have a handful of buyer personas to reflect the many people involved in decision-making, you want to create each piece of content with only one of your personas in mind, so it resonates. #ContentChat
— Erika Heald | Founder @ErikaHeald (@SFerika) May 3, 2021
With apologies to Jim Collins, a buyer persona embodies your lightning-rod customer. You need to understand this person to target your content. Without that understanding, you’re unlikely to succeed. #ContentChat
— John Cloonan (@johncloonan) May 3, 2021
A1b: Your content efforts need to have a reason. Creating and marketing content blindly without any defined target audience and end goals is pretty much useless. Your buyer persona helps you create relevant, valuable and engaging content for your target audience#ContentChat
— Momina (@toppingofirony) May 3, 2021
A1: A buyer persona is a detailed description of your target consumer. It’s great to use a buyer persona to develop content that will evoke the desired response from the consumer by using the persona as a guide! #contentchat
— Stephanie Albert (@stephal1698) May 3, 2021
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