We’ve talked before about the importance of buyer personas and bringing in that human element. We know that always understanding, developing and maintaining buyer personas will make or break our marketing career. The idea is to have one type of person in mind when creating buyer personas. We know that people like to read content created by other people with personality. So what is the best and most effective way to focus our content?
We absolutely have to hone in on what the customer—or potential customer—wants to see. I recently read a very good article on Social Media Today and what she said really hit home for me. We wanted to share with you the two factors to think about when focusing your content.
- “What do your visitors look for?” People want to find a place that can be a wealth of knowledge for them. They want the authority figure on whatever they are searching for. You want to be their go-to site for all of their needs in your field. If you sell hammers, they want to know exactly how to use the hammer, what special things hammers can do, any other things they might need to perfect their hammer use, and so on. Obviously, this is kind of a silly example—but big picture wise—it makes sense. Talk to your customer service reps, salesmen, and any other people who hear the questions your customers are asking, then answer all of those on your website. A FAQ page is a great thing to have for this exact reason. Times are always changing and people like to know that the information is up to date and current. It is our job to be posting regularly with new and present-day info.
- “What other content would your visitors be interested in?” This is where we have to stand out. It is not enough anymore to just have one platform of information. It is better to have images, articles, podcasts, videos, etc. It gives them a reason to come back to your site and look at the rest of your content. They already know how to use the hammer you’re selling, but what if a problem should arise? How do they fix that? You should be planning for future questions as well. That way visitors will know that you have really thought out everything and are the obvious choice to handle all of their hammer-related needs.
Caroline Melberg, author of the article I mentioned earlier, left her readers with a great quote that really stuck with me. “The more you know what your customer needs to know and would be interested in, the easier it is to focus your content and get results.” With that said, always remember to put your buyer personas—the actual people—first and you will see much better results.
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