Although your existing clients provide a lot of information for your buyer personas, you may have a new group or niche audience you want to attract. To find this information, use industry trends and research your competitors. Use whatever tools you have to determine how to attract these “new” customers and create buyer awareness.
A business that has an athletic clothing line, and primarily caters to middle-income women who focus on yoga, stroller strides, or the gym. Now the business has a new line of organic athletic garments that are more expensive, so it wants to attract upper-income women who work with personal trainers, go on yoga retreats, and frequent small, exclusive gyms or exercise studios. This buyer persona won’t be based on the current consumer, but customers the company has yet to attract—therefore, they’ll need to discover everything they can about this new buyer.
The company can look at other luxury athletic lines, find the platforms used, and gather data about this high-end market.
Buyer personas can set off a whole chain of conversations within your business and content marketing ideas. They offer incredible insight that allows you to spend your valuable time and money creating content that will accomplish your goals. It’s not always easy to learn a new tool or implement an unfamiliar technique, but to remain valid, successful, and grow in today’s world, it’s crucial to evolve both your business and the ways you market it.
Get Top Rated Content Marketing Posts Delivered Right to Your Inbox.