In our last blog post, we discussed the concept of buyer personas and how to “write their story.” To quickly review, a buyer persona is a quasi-fictional portrayal of your ideal customer, based on the market research and real data you have gathered from your existing customer base.
This post, the second in a three-part series, will examine how to best utilize the buyer persona you’ve created to tackle different buying stages, also known as the “customer journey.”
The Customer Journey Begins
1. Determine what kind of content you need. Each customer is different, with his or her own unique wants, needs and expectations. Better understanding the content that your customers’ want will be instrumental as they begin their journey.
2. Set the tone, style and delivery strategies for your content. For example, if one of your customers downloaded a video in response to a targeted communication, your delivery strategy should include sending more videos and even inquiring about a video chat to better engage him or her.
3. Target the topics you should write about. Just like the customer persona tells the ‘story’ of your ideal customer, the topics of your communications should also tell a story, as your customers continues their journey. Use the topics to test offers based on different market segments. What would a “millennium” want to hear about versus a “baby boomer”?
4. Better understand where buyers find and consume information. Knowing this will enable you to see what the customer’s needs are at each interaction, how well you meet them, and where there are opportunities for improvement.
Our third installment in this series on buyer personas will further explore the customer journey by examining how to best segment (or “bucket”) your customers so that they receive the most appropriate and relevant content as their mapped-out journey continues.
Has mapping out a customer journey helped how you market to your own buyer persona? Are there any tips you’d like to share that other readers would benefit from knowing? Share them with us in the comments section below!