Customer-centricity is nothing new, it can be traced back to the dawn of direct marketing in the 1960s, yet a recent Gallup report found that "only 29% of [your] B2B customers are engaged, with the remaining 71% either indifferent or actively disengaged".
So, how do you engage with your clients? How do you create content that is relevant, especially when your client's needs are often varied and complex?
One strategy you could use is developing Buyer Personas. Buyer personas are integral to everything you create as a content marketer. They represent the people that you want to connect with; without them, you are essentially creating content blind and slinging it into the stratosphere (Antonia Molloy).
In the article below Elizabeth Harr poses four questions to ask when creating buyer personas:
- Who are your buyers?
- What are their pain points?
- Where are your buyers online?
- How do your buyers consume media?
Here at Equinet, our methods also incorporate the Buyer Persona Institute's "Five Rings of Buyer Insight™". The five rings are:
- Priority initiatives – what causes certain buyers to invest in solutions like yours, and what is different about buyers who are satisfied with the status quo?
- Perceived barriers – what concerns cause your buyer to believe that your solution or company is not the best option?
- Buyer journey – this insight reveals details about who and what impacts your buyer as they evaluate their options and select one.
- Success factors – what operational or personal results does your persona expect to achieve by purchasing this solution?
- Decision criteria – which aspects of the competing products, services, solutions or company does your buyer perceive as most critical, and what are their expectations for each?
By following each of these steps, you will be able to define your buyer personas, which can then be written up into a document that is accessible to all the relevant people within your business. Give your personas a name and even a profile picture, to help create a sense of identity.
Taking the time to create detailed buyer personas helps you understand the markets that you are working with so you can create the type of content they want. This helps you to generate more qualified leads for your business—and reach the ultimate goal of converting those leads into sales. (Elizabeth Harr)
Developing a content marketing strategy can seem intimidating. How do you begin? How do you know what to write, or who you’re writing for? After all, your clients come to you with varying, often complex needs. Sometimes you work with the CEO, at other times, you’re selling directly to the people in the field. Ultimately, your goal is to capture the interest of all segments of your audience—and then convert that interest into a sale.