Response rates plummet when you send generic content to a broad, untargeted audience. Spend the money, time and other resources to figure out who you are trying to reach. After all, your marketing success — and your business success — depends on it.
To gain deeper insight into your buyers — and to build better buyer personas — you can hold focus groups, interview current customers, conduct surveys, or check out who’s engaging with you via social media.
Get the sales team involved. Sales has the most direct access to your customers. They understand pain points and motivations — so get their input on personas. If sales isn’t aligned with your messaging, the conversation will feel disjointed.
Think about the challenges your personas face. Do they feel their current tool is unreliable? You can research which pain points are plaguing your customers through interviews, surveys, or conversations with sales. You can see what they are saying on social, too.
Learn where and how they devour content about your industry. Is it all from peer review sites or a specific industry blog or website? Look toward your current customers, and find out how they first consumed your content.
Give each of your buyer personas a name, job, likes and dislikes, pain points, purchase drivers, activities, success measurements, and more. If most of the CEOs you want to reach are female, name your persona “Aniyah,” not “CEO Persona.”
Refresh personas at least every year or two. Once you’ve revisited your personas, update lead nurturing tracks to fit them.