Buyer personas involve much more than merely segmenting your target audience by way of demographics. Personas tell you the idiosyncrasies of a group, give insights into their buying habits, and are a window to what resonates most with a particular section of a target audience. For instance, 18-30-year-old females from Los Angeles is a target segment for an electronic music festival in LA. However, the segment can be broken up into two or more varying personas. An example persona could be “Mary, who is an amateur music producer, mostly listens to techno and actively looks for new music online.”
Personas allow a business to tailor their content according to the needs and wants of a group. For instance, in the case of “Mary” above, the festival knows that Mary would be more interested in techno artists in its lineup. It also knows that since Mary is interested in finding new music, it can make a series of blog posts that talk about up and coming techno talent in the city, thereby increasing its chances of engagement.
How to write personas
Once you’ve broken down your target audience into broad categories according to demographics, Google Analytics should be the next step in your endeavor to write buyer personas. In fact, you should integrate Google Analytics with Universal Analytics for powerful user tracking. Universal Analytics allows you to track your target users’ behavior across the web, which enables you to write really detailed personas.
Social listening can also be helpful when writing personas for your business. Let’s say a CRM company’s most likely target audience is VPs (Sales) of organizations. Even if you’re just setting up an email marketing campaign, understanding the language your target users speak and getting to know their goals, their fears, and their aspirations can go a long way in improving your engagement rate. Social media can give you more than a glimpse into all of that. For instance, in the case of VP (Sales), browsing through their LinkedIn profiles can tell you common keywords that are used across profiles, performance metrics that are important to the profile, and their goals.
You could even use Twitter to see what kind of content your target persona shares to formulate better content strategies.
Don’t forget your primary research
All of the above is secondary research, which is very helpful for writing buyer personas. However, don’t forget the primary research that’s at your disposal. This includes customer feedback forms, signup forms, and any customer surveys that you might have undertaken recently. The more information you have about your potential buyers, the easier it will be for you to personalize your content marketing strategy.