Understanding your company's buyer personas is another critical piece to a successful online presence. Most companies simply write the content for their websites based on what they feel is important and what they'd like their visitors to read. The proper way to develop your content is to understand your buyers and present the content in a way they can understand and also in a format they will happily consume. If you happened to be selling a product similar to Salesforce.com, for example, you'd be potentially marketing to a VP of Sales, an Outside Sales Person, or a member of the IT Staff. Each of these personas are completely different and you'd need to communicate to them in different ways to get the best results. We help you understand your buyers by creating individual Buyer Persona Profiles. When profiling buyers, we determine characteristics, personality traits, habits, backgrounds, language, etc., which are specific to each group. In other words, the buyer personas are being brought to life. This greatly enhances the understanding of your buyers, helps you to view them as actual individuals, and transforms your Web site into a tool that can be used by each different group. It also is something, which must be completed before any content is written. While creating profiles for buyer personas two tasks must be completed.
The first task is to determine how many different buyer personas your site is supposed to be communicating with. Ask yourself, how many different groups will our Web site attract? For example, a food Web site, which is a compilation of recipes, may attract cooking rookies looking for advice from someone in the know. But, professional chefs looking for new dishes may also visit it. It is necessary to keep every buyer persona in mind when creating content because each group will be looking for information specific to their wants and needs. If they don't find content they can personally connect with, they will be less likely to make a purchase or return to your site. Now that the groups are established, they each must be thoroughly studied and examined. In order to develop content, which directly speaks to every buyer persona, their unique language and favored method of communication needs to be determined. Referring back to the cooking example, a newer cook will not be able to understand the advanced terminology of an experienced chef. For this reason, publications, television shows, advertisements, blogs, music, and other mediums will be observed. As a result, exact words and phrases can be included in the content to ensure buyers will be reached most effectively.