3 Reasons You Must Create a Buyer Persona

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TrentCaricature

buyer persona template

Having trouble conveying your message to customers? Not closing sales as efficiently as you would like? You might have to adjust your buyer persona.

If you haven’t created a buyer persona, you are wasting your time and money. In this episode, I dive into some quick tips on how to create a relevant persona and how to use that to create relevant content – all of which leads to a successful content marketing strategy. Take a quick listen and you’ll learn:

  • Why Buyer Personas Are So Important
  • The Consequences of Not Identifying Your Ideal Customer
  • What the Right Customer Can Do For Your Business
  • Audience Jacking and How to Find Your Ideal Customer
  • Tools For Identifying Potential Leads

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Resources Mentioned

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business. It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

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Transcript

Hey there Bright Idea Hunters!

Welcome back to episode number 115 of the BrightIdeas podcast.

I’m your host Trent Dyrsmid and this is the podcast where we help entrepreneurs to discover ways to use digital marketing and marketing automation to dramatically increase the growth of their business.

If you’re an entrepreneur looking for proven tactics and strategies to help you increase traffic, increase conversions and ultimately increase your profits; well, my friends you are in the right place.

In today’s episode I’m going to talk about 3 reasons why you must create a buyer persona template.

Why might you want to listen to this?

If you are having some difficulty being interesting enough and getting enough traction with your marketing, maybe you’ve missed out on this.

The other reason I think you should listen to this episode is you’re going to discover the number one mistake that most new marketers make in this area and I’m going to teach you how to do it properly.

So before we get in to that, I have two very quick announcements.

If this is your very first time listening to the BrightIdeas podcast and your listening to a mobile device, please right now text the word podcast to the number 96000 and you’ll see some of my cool marketing automation trickery – which is very easy to reproduce – plus you’re get an opportunity to opt-in and make sure that you receive notifications of all future episodes that come out.

Announcement number 2 is if you’re looking for proven blueprint for using digital marketing, I wrote a book and it’s called the Digital Marketing Handbook and you can download a free chapter at brightideas.co/book.

With that said lets transition over and go ahead and teach you about why you need to create a buyer persona.

Welcome back to another video on my series on content marketing. In this video – as the headline might clue you in – we’re going to talk about buyer personas.

So a buyer persona is something that you don’t want to skip. This is really important because if you don’t take the time to define exactly who you’re writing for and who you want to attract to your blog – and ultimately they will become… the goal of course, to have them become customers of your company – you’re going to fail in a couple of really important areas.

Number 1 is relevancy. You’re content obviously is not going to be as relevant as it is otherwise could, and that can have a cascade effect on two other really important things. If your content is not super relevant, your audience is not going to be very engaged. If they’re not very engaged, they’re not going to do a lot of sharing in social networks – and don’t underestimate the power of social networks.

When you produce copies of content – be the video like this one, or a podcast, or a written piece of content – if you really nailed relevancy, a lot of sharing can take place and it can actually have a very viral effect.

So how do you go ahead and get started with creating a buyer persona? Starts with research. If you have the customers right now, make sure that you pick up the phone and talk to them, because if they are your ideal customer, and you want you want more of those people, in order to track more you need to understand precisely who they are – and at the end of this video I’m going to give you a link to some additional resources that you can get some templates for this stuff.

Now, if you don’t have a lot of customers, a little term that I invented is called Audience Jacking. Basically all that is this: you’re going to go to your competitor’s blog and you’re going to look at who’s commenting on those blogs – and typically when people comment, under their names is a hyperlink to their own website.

When you get back to their website, you’re going to learn a lot more about those people. One other thing that you’re going to be able to do is find their social profiles. When you figure out who they are, go to their Facebook page and under their picture there’s going to be a more button and underneath that more button is you can see what they like, so that’s going to give an idea of some of the interest of that individual.

The other thing you should do is go to their twitter profile and look at their twitter stream, what site’s content are they retweeting, who are they following. This is going to tell you a lot about the type of things that are of interest to this person (who is of course of interest to you), same with LinkedIn. Look at their LinkedIn profiles, there is tons of data there for you to mine.

How do you find your competitors or how do you learned about your competitors?

There is a free resource called Quantcast. If you type in any sites URL into Quantcast, you’ll get a lot of demographic information about that site.

How do you find what (on at any given website) the audience is most interested in? Go type their URL into a Quicksprout – so go to quicksprout.com. Neil Patel has a tool there that does website analysis. You punch in the URL, let it crunch its numbers, click on the top tab of the middle called the social media tab, and then give it a minute to crunch the numbers and then scroll down and you’re going to see a list of all of the most shared pieces of content on that site – which also by the way, will give your ideas of the things that you should be writing about.

I promised some additional resources. If you watching this on YouTube or some other place, just go to brightideas.co/persona. That will take you directly to the blog post that contains this video plus a bunch of other resources that we created for you.

One of those resources that we didn’t create but will be downloadable is a guide. It’s actually a template for creating buyer personas and it was produced by Hubspot. It’s a wonderful guide. I didn’t need see the need to recreate it plus there will be some additional resources for you.

Now if you are watching this video and this is the first time that you’ve ever been exposed to BrightIdeas, I have something else for you that I want to give to you. That’s my conversion tactics four-part video trainings series, it’s absolutely free! All you have to do is go to brightideas.co, enter your name and email address and you will be given instant access.

Thanks very much for tuning in. I hope to see you in another episode so take care.

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