1. The Right People
The Buyer Persona is important because it gives you a detailed understanding of your future customers: their financial profile, their online activity and preferred channels, and – most importantly – their current pain points and purchasing behaviors. Having a Buyer Persona makes you able to anticipate the specific issues your potential customers are experiencing – and provide them with content that addresses those issues head-on.
2. On the Right Channels
Once you have an outline of your ideal customer, their wants and their needs, it’s time to start communicating with them. This means creating engaging, quality content – and sharing that content on the channels your audience is already using. For example: if your ideal buyer is a 30-year-old first-time homeowner looking for a new air conditioner, they’re likely to use a lot of technology. Instagram and Facebook are particularly popular among Millennials, so it’s a great bet to share ads, exclusive offers, and engaging posts on those channels. It also makes sense to share blog posts with useful information geared toward HVAC maintenance for first-time homeowners. They may also use sms marketing for older generation as they know the advantages of sms marketing and who it appeals to.
Understanding your ideal customer’s online behaviors, and the unique stage of life they’re experiencing, allows you to determine what content to create in order to resonate with them – and what digital channels will help to most effectively deliver your message.
