A target audience can be term target consumers.
This is the kind of visitors and readers you want to connect with. They are the group of people who will finally become email subscribers, followers, fans, buyers and promoters.
That’s how you should see it. The consumer is king. You are in business to serve them.
Thus, every message (blog posts, videos or audios) must solve their problems.
If it doesn’t, you have some work to do pertaining to effective communication, improved relationship and customer experience.
Why buyer persona
In other to better understand who to target, see yourself as an existing business owner and conceptualize someone who has consumed your product.
As a startup, the concept is for someone you intend to make the product for.
Thus, a buyer persona is someone with a growing interest to learn about your business and buy your product or service. A buyer persona is a targeted consumer.
In other to study, analyze and understand a buyer persona, you have to visualize him in an imaginary form as a customer.
How to understand buyer persona
As a startup, you might have 1 or 2 personas. Hence, it wise to start small.
But an existing business can have 5, 10, 15 or more buyer personas based on years of operations.
To understand your business buyer personas, you will carry out online surveys and interviews. It can be offline as well.
You will conduct market research; gather enough data and insights by asking the right questions from the right people.
These are the likely questions for a startup:
a. Who do you envision to target with your messages (contents)?
b. Who do you like to sell, pitch your idea, product or services to?
As for existing business, you will be working with customers.
Buyer persona sample data and questions
These are questions used to generate buyer persona data and create information.
1. Who is he or she?
A question such as
Name: unique identity.
Background: occupation, job title or role, family status, the industry he or she works, company size, working department size.
Demographics: male or female, age, income level, location, years of working.
2. What did he or she want?
Goal: Primary and secondary
Challenges: primary and secondary
What can your business offer to help the persona achieve his goal and overcome challenges.
3. Why did he or she want it?
a. Get some real quotes about goals and challenges your buyer persona product or service might have.
b. Why doesn’t he want to buy your product or service?
4. Situation/thinking factor
a. What is his/her highest priority?
b. What is the motivation for this highest priority?
c. What’s his/her pain points.
d. Are there any obstacles, what are they?
e. What his/her goals.
f. What his/her needs.
g. What is his/her major objective in all of these activities?
a. What type of media did he or she consumes?
b. His or her likes.
c. His or her dislikes.
d. His or her skills.
e. How did she or he conduct research?
f. What source of resources and information did she or he trust most?
These are likely questions that can generate precious data to understand your buyer persona especially as an existing business.
What to do next after data collection
1. Once you have generated the data, give your persona an identity (a name) and image. So you can always envision what it looks like to serve him or her better.
2. Use the data to create a story. Assume you sell baby wear. A buyer persona could go thus:
Gbemi is a lawyer working for a manufacturing company, married, aged 25. She wants Adire wears for her daughter, stylishly design and comfortable for hot weather.
You will use this data collected to define your buyer persona and create content that connects with them.
The important benefit of buyer personas
1. It helps understand customers better.
With deep understanding of buyer persona, you will be able to create better quality content such as blog posts, social media messages and email letters that fulfill their needs.
2. With the right content created, you will attract the right visitors to your website which becomes readers.
From readers, he or she will become an email subscriber; from there, he becomes a buyer and ultimately, a promoter.
3. Understanding your buyer persona strengthens your focus and specialization in problem-solving through product development.
4. It makes your marketing and advertising precise. You will be spreading the right message to the right people.
5. As a result of being fully aware and knowledgeable about your buyer personas, it helps you make a quick and smart decision. This saves time and resources.
6. A buyer persona strengthens your focus to create quality content that helps them to discover you through search queries.
7. Buyer persona increases the chance for making more sales.
8. It makes you spend valuable time on profitable customers.
Understand the buyer journey
Since you find it important to understand your buyer persona behaviors, their motivation and goal for your business; it is paramount as well you understand his journey.
The buyer journey is the process the buyer went through before he finally made the decision to buy.
Stages of buyer persona journey
There are in 3 stages:
2. Consideration and
You will be creating contents for each stage. The contents format can be a blog post, audio, video, and graphical image.
1. Awareness stage
This is a journey where the buyer is experiencing pain, discomfort or problem.
He doesn’t understand it and doesn’t know how to go about it. Thus, he needs your guidance.
He may not know the name to call this problem but he can describe it through signs and symptoms.
To get answers, he will probably start asking the search engines for any possible name and information.
He will investigate by reading blogs and any form of content to help him understand the problem and symptoms.
Content development for awareness stage
The contents will address the pain points and problems your buyer persona experience. It’s going to be in alignment with your business mission, your product or service.
For example you make and sell baby wears in Ikotun, Lagos.
Content topics to create:
a. Write about what you do with keyword reference in Ikotun, Lagos.
Use stories: it could be in the form of the latest news, any information about the office location.
b. If you are into design and patterns, write about it. Show your work and make buyer persona knowledgeable and well-informed.
c. Think about the pains and problem your buyer persona might be thinking as well.
Create topics from it and write as blog posts, for videos creation, or any content format.
Your JOB description at awareness stage
i. You will come up with contents to enlighten and educate buyer persona about his problems and pain points.
ii. You will give answers to buyer persona questions, problem and pain points from the investigation and research done with online survey and interviews
iii. You will explain the problem in simplest terms and buyer persona language. Why it is happening and the consequences if not solved.
Also, give the buyer persona hints of confidence that you have the solution.
You won’t sell anything at this stage but to educate the buyer persona about your product.
You can share stories of customers who have used the product or service.
2. Consideration stage
At this stage, the buyer persona is highly aware of his problem and pain point. He understands it better.
He is getting clarity for a possible solution and has discovered a name to the pain point. He is more knowledgeable, more aware and seeking a final solution.
For the final solution, he will probably not depend on your product or service but will have lists of other products or services he is considering to buy.
He will compare products based on effectiveness, price, delivery time, support services and etc.
He will weigh the pros and cons.
Therefore, put all these points in mind and make your content persuasive for him to buy.
Content development for consideration stage
Contents at this stage will be about a persuasive solution to the problem and pain point.
Your JOB description
i. You will create simplified persuasive contents about your product or service.
ii. You will be speaking the healing language of your product such as “it increases ROI by 57%”, “it burns 3kg fat in 10 days” and etc.
iii. You will show proof for product or service effectiveness. How it has solved the same problem in someone’s life.
iv. You will educate him about the good reviews and testimonial you are getting for the product or service.
v. You will educate him on the best price offer, the value he will be getting and the tremendous benefits.
3. Decision stage
This is the final stage of the buyer persona journey. This is where he will decide on the product or service to buy and solve his problem.
Content development for decision stage
Here, contents are about product and service sales pitch and sales letter.
Your JOB description
i. You will be specific about your product especially from the customers who have used it to solve the same problem and find satisfaction.
It is a way of allowing customers to tell fellow prospective customers their own story.
ii. You will develop customers’ case studies and success stories. These are customers that have bought and utilize the product or service.
A case study is a documented problem-solving approach to your product and its result.
In conclusion, you will use the different stages of the buyer persona journey to plan and create content for your business blogging.
When you create content that changes the lives of people, over time, they will come to know you, like you, and trust you.
This is how to simply target audience for your business blogging venture.