B2B Buyer personas
Posted: Sat Dec 28, 2024 11:00 am
Why are buyer personas so important?
One of the biggest mistakes many content marketers make is in failing to understand their buyers’ needs and interests. Just knowing gender, age and interests, though useful information, is not enough from a content creation perspective. You have to go much deeper if you want your content to resonate.
Many B2B marketers know very little about their customers’ needs, because they never ask them. Only around four in ten regularly talk to their customers about what they want.
Unless you understand how your customers prefer to consume content, you are likely to miss the mark or end up pursuing a one-size-fits-all approach.
As preferences can vary from one individual to the next, you need to bahamas mobile phone numbers database think about creating a choice of channels and formats to reflect the diversity in how different customers prefer to consume content.
Take the ‘C-suite’, for example. If you view and cater to this audience as a homogenous group of buyers, your content marketing will almost certainly be ineffective because it’s very unlikely to reflect the different corporate interests of CEOs, CFOs, COOs and CMOs. Nor is it likely to address how, as individuals, they choose to access content.
To truly connect with such an audience, think about building not just one but multiple buyer personas and then creating different content types to reflect this diversity. Your audience, for example, may be made up of ‘skimmers’, ‘waders’ and ‘deep divers’ of content, some of whom will prefer video to a podcast, short articles to long ones, or reading at their desks rather than to listening during their morning commute. Be sure to service them all and give them every opportunity to engage.
One of the biggest mistakes many content marketers make is in failing to understand their buyers’ needs and interests. Just knowing gender, age and interests, though useful information, is not enough from a content creation perspective. You have to go much deeper if you want your content to resonate.
Many B2B marketers know very little about their customers’ needs, because they never ask them. Only around four in ten regularly talk to their customers about what they want.
Unless you understand how your customers prefer to consume content, you are likely to miss the mark or end up pursuing a one-size-fits-all approach.
As preferences can vary from one individual to the next, you need to bahamas mobile phone numbers database think about creating a choice of channels and formats to reflect the diversity in how different customers prefer to consume content.
Take the ‘C-suite’, for example. If you view and cater to this audience as a homogenous group of buyers, your content marketing will almost certainly be ineffective because it’s very unlikely to reflect the different corporate interests of CEOs, CFOs, COOs and CMOs. Nor is it likely to address how, as individuals, they choose to access content.
To truly connect with such an audience, think about building not just one but multiple buyer personas and then creating different content types to reflect this diversity. Your audience, for example, may be made up of ‘skimmers’, ‘waders’ and ‘deep divers’ of content, some of whom will prefer video to a podcast, short articles to long ones, or reading at their desks rather than to listening during their morning commute. Be sure to service them all and give them every opportunity to engage.