How-to: Create a Marketing Strategy with Brand Personas
Now that you’ve created the brand persona(s) for your business, you can use those insights and learnings to create a specific marketing strategy for your potential and current customers. (Psst. If you haven’t done this step yet - follow this guide for creating your business brand persona here.)
You’ll prepare content that is precisely targeted to the audience group(s) you identified in your brand persona work.
Personalized marketing content will speak to the customer’s interests, their life experiences and their overall buying journey. That’s why it is so important to understand your customers interests and their typical journey to purchasing your products or services.
But don’t worry - you’ve have the background of this done. It’s all based on the data you collected in your brand persona research and using that to align with the four stages of the customer journey.
Creating Relevant Content for Each Phase of The Customer Journey
In addition to creating relevant content for your potential and current customer pain points, your content should also relate to a stage in your customer’s journey to purchase. Though customers can flux between stages, the purchasing cycle can typically be narrowed down to four stages:
Research and evaluation
Knowing these four stages are part of a typical customer journey, you can take your content marketing strategy development to the next level by creating content that speaks to your specific customer in each of these stages in your customer’s unique journey.
Consider each of the stages from your customer’s experience:
Initial interest - during the first part of the customer journey, your customer knows they have a need they want to address. At this stage it is common for the customer to begin considering their options. To capture the attention of your customer at this stage, content should address the customer’s needs and broad topics that this need plays into. The content at this phase could mention your products among other options, but it is really important for the focus of the content to be on education - not selling.
Research and evaluation - during this stage of the customer journey, the customer is starting to seek out solutions and content that speaks directly to their specific pain points. To capture the attention of your customer at this stage, the findings from your buyer persona workbook are crucial. You’ll want to give consideration to your specific audience and their background. Blend that perspective with content that features product and service differentiation information, demonstrations, trails, and other comparison content to set your product or service apart.
The purchase - This part of the process is pretty straight forward - but the content to create at this stage might not be. The content shouldn’t stop at the sale. Instead, this is the first stage at a potentially long relationship with your customer. At this part of the purchasing process, content such as support materials with additional customer to brand touch points can really make a difference for customer experience.
Post-purchase - At this stage, your customer is taking note of their experience with your product or service to inform future purchasing decisions. It is helpful for content to focus on customer feedback (if you haven’t already received it) and content that enhances the customer experience over the life of the product or service relationship. Think tips and tricks, industry news, company updates and more for your content to share with this customer group.
After you have taken the time to map the customer journey and the most relevant content at each stage of the process using the 4-steps above, you have the basic framework of your content marketing plan ready.
Next, you can pull specific content topics that are relevant to your industry, products and services and create them with your target customer in mind.