Who are your customers? What are their needs? How do they like to get information? What is most important to them in making a purchase decision? What prevents them from buying?
If you don’t know the answers to these questions, you can’t create marketing content that meets their needs, provides the needed information, or leads to a sale.
The infographic from The Buyer Persona Institute at the end of this post provides a quick look at one place to start when creating personas: Talking to buyers. Get the answers straight from the people you are trying to reach.
This basic information gathering is just the beginning, however. The next step is to put what you learn to work.
Follow the steps outlined in our Problem/Solution Sheet: Mapping Out Buyer Personas to turn the information you gather into detailed descriptions of each persona. And then use those descriptions to specifically target your marketing content.
Remember that what you create for the mid-level manager who implements a solution, but has only limited influence on the purchase decision, will be different than what you write for the CFO focused on ROI, cash flow and revenue.
The Problem/Solution Sheet includes templates for recording details about each persona and a link to detailed samples of completed descriptions to refer to as you refine your own target audiences and targeted content.