Nico68
New member
Hey guys.
After creating a quality blog and it’s actually attracting visitors and sparking engagement. But what you ultimately want is to convert those visitors into customers – and if that doesn’t happen, your marketing efforts will be wasted.
There could be a million reasons for this, but a likely culprit is one most people never consider: you’re not tailoring your content to your buyer persona.
What is a buyer persona, you ask? It’s a collection of qualities and traits you would likely find in your ideal customer. And if your blog isn’t generating leads, it’s quite probable your content is failing to attract these important individuals.
Before we move farther with a few strategies to help you to carter them, let's first go over what is required to develop a buyer persona.
- First, start with what you know about your existing buyers and brand supporters.
- Next, add in what your market research reveals about your leads and potential buyers.
- Finally, bring it all together to create a fictional character of your ideal buyer. Be specific and include things like age, demographics, spending habits, family status, wants, desires, and more.
Once you’ve done this, a clear picture should develop. And if you cater to this clearly-defined buyer persona, conversions will be easier, and you’ll save time and money by not targeting the wrong people.
Run a Reader Survey
If your blog already has an audience of regular readers, and hopefully some mailing list subscribers, use a tool like SurveyMonkey to run a small reader survey with your existing traffic.
It’s quick and easy to get going (and potentially free depending on survey size), and the results will provide you with a snapshot of how your current readership feels.
This is exactly what Bryan Collins did. He posted the results on his blog and found many of his readers wanted more practical writing tips, rather than the productivity methods he was writing about.
What posts spark engagement? Do certain topic areas get more comments, social shares, and inspire more involved discussions?
A good example of this is with blogs in the WordPress niche. There are many sites dedicated to WordPress tutorials and reviews. While more than one site might do a review on a particular service – let’s say OptinMonster – each with a different spin, you can stand out by creating content that’s:
Use the knowledge you acquire to create better content with a unique angle – filling any gaps in the market.
When this happens, your visitor becomes a lead – someone who’s shown interest in what you’re offering, but who isn’t quite ready to pull the trigger.
It’s your job to convince and nurture these valuable leads and eventually turn them into buyers and hopefully strong brand supporters.
Two ways you can do this is: through your blog content and with content upgrades.
Blog Content
On your blog, you want to provide enough actionable advice and strategies to convince a reader that you’re credible and that they can learn even more if they buy from you.
It’s also a great platform to use for generating traffic.
To start tailoring your content to your buyers, visit Quora to see what questions people are asking that are related to your product or service.
Podcasts have been around for nearly a decade, and thanks to increased broadband and mobile speeds, video is quickly becoming a dominant medium among bloggers and entrepreneurs.
Let’s look at three platforms—YouTube, Periscope, and Blab—to see how you can use them to connect with your buyer persona.
It enables you to build your brand’s authority with your intended audience and attracts qualified prospects to your sales funnel.
By asking your audience what they want from you and performing a bit of industry research – both on competitors’ sites and through social sites like Quora and BuzzSumo – you’ll gain a better perspective on the type of content you need to create.
Finally, don’t forget content comes in many forms. By “speaking” to your buyers using the latest social video platforms, you can build popularity, transparency, and spark engagement.
After creating a quality blog and it’s actually attracting visitors and sparking engagement. But what you ultimately want is to convert those visitors into customers – and if that doesn’t happen, your marketing efforts will be wasted.
There could be a million reasons for this, but a likely culprit is one most people never consider: you’re not tailoring your content to your buyer persona.
What is a buyer persona, you ask? It’s a collection of qualities and traits you would likely find in your ideal customer. And if your blog isn’t generating leads, it’s quite probable your content is failing to attract these important individuals.
Before we move farther with a few strategies to help you to carter them, let's first go over what is required to develop a buyer persona.
- First, start with what you know about your existing buyers and brand supporters.
- Next, add in what your market research reveals about your leads and potential buyers.
- Finally, bring it all together to create a fictional character of your ideal buyer. Be specific and include things like age, demographics, spending habits, family status, wants, desires, and more.
Once you’ve done this, a clear picture should develop. And if you cater to this clearly-defined buyer persona, conversions will be easier, and you’ll save time and money by not targeting the wrong people.
Run a Reader Survey
If your blog already has an audience of regular readers, and hopefully some mailing list subscribers, use a tool like SurveyMonkey to run a small reader survey with your existing traffic.
It’s quick and easy to get going (and potentially free depending on survey size), and the results will provide you with a snapshot of how your current readership feels.
This is exactly what Bryan Collins did. He posted the results on his blog and found many of his readers wanted more practical writing tips, rather than the productivity methods he was writing about.
2. Look at Your Competition
Find popular blogs and businesses in your industry and take a good look at the type of content they put out.What posts spark engagement? Do certain topic areas get more comments, social shares, and inspire more involved discussions?
A good example of this is with blogs in the WordPress niche. There are many sites dedicated to WordPress tutorials and reviews. While more than one site might do a review on a particular service – let’s say OptinMonster – each with a different spin, you can stand out by creating content that’s:
- More informative – review more features and provide in-depth information
- More engaging – get in the head of your reader to tap into their pain points and desires
- More insightful with expert advice – ask an influencer for a contribution
Use the knowledge you acquire to create better content with a unique angle – filling any gaps in the market.
3. Move Leads Along the Funnel
Your content needs to help your visitors move from a just looking state to a maybe I want to buy state.When this happens, your visitor becomes a lead – someone who’s shown interest in what you’re offering, but who isn’t quite ready to pull the trigger.
It’s your job to convince and nurture these valuable leads and eventually turn them into buyers and hopefully strong brand supporters.
Two ways you can do this is: through your blog content and with content upgrades.
Blog Content
On your blog, you want to provide enough actionable advice and strategies to convince a reader that you’re credible and that they can learn even more if they buy from you.
4. Use Quora
Quora is a question and answer site and is popular with many influencers like Neil Patel and Syed Balkhi.It’s also a great platform to use for generating traffic.
To start tailoring your content to your buyers, visit Quora to see what questions people are asking that are related to your product or service.
5. “Speak” to Your Buyers
Content comes in many forms.Podcasts have been around for nearly a decade, and thanks to increased broadband and mobile speeds, video is quickly becoming a dominant medium among bloggers and entrepreneurs.
Let’s look at three platforms—YouTube, Periscope, and Blab—to see how you can use them to connect with your buyer persona.
Wrapping It Up
Your site should serve to acquire new business as well as work to maintain what following you already have. That’s why creating exceptional content that’s tailored to your buyer persona is a win-win for everyone involved.It enables you to build your brand’s authority with your intended audience and attracts qualified prospects to your sales funnel.
By asking your audience what they want from you and performing a bit of industry research – both on competitors’ sites and through social sites like Quora and BuzzSumo – you’ll gain a better perspective on the type of content you need to create.
Finally, don’t forget content comes in many forms. By “speaking” to your buyers using the latest social video platforms, you can build popularity, transparency, and spark engagement.
