2 buyer personas content marketing
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Here are 5 pieces of content addressing the RACE model and including clear calls to action for the "designed is better" main idea: 1. Blog post: R: Explain why design matters for businesses. A: Share case studies of companies that improved sales through better design. C: Encourage businesses to audit their design and identify areas for improvement. E: Call readers to schedule a free design consultation. 2. Infographic: R: Visualize how design impacts customer experience at each touchpoint. A: Cite research showing design influences purchasing decisions. C: Note common design mistakes that hurt brands. E: Promote download of checklist for evaluating own design
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2 buyer personas content marketing
- 2. Segmentation Buyer personas Content marketing strategy Content plan ◦ Definition & importance ◦ How to ◦ Example
- 4. The process of breaking of buyers into groups that are different from each other but internally similar
- 5. Segmentation ,Targeting and Positioning
- 7. Country Region City Metro size Density Climate Social Class Life style Personality Age Gender Family life cycle Family size Income Occupation Education Religion Race Nationality Occasions Benefits User status User rates Loyalty status Readiness stage Attitude toward The product Geographic Demographic Psychographic Behavioral
- 8. Buyers are divided into different groups on the basis of psychological/personality traits, lifestyle, or values. People within the same demographic group can exhibit very different psychographic profiles.
- 9. Different levels of resources enhance or constrain a person’s expression of his or her primary motivation
- 10. The four groups with higher resources are: 1. Innovators—Successful, sophisticated, active, “take- charge” people with high self-esteem. Purchases often reflect cultivated tastes for relatively upscale, niche- oriented products and services. 2. Thinkers—Mature, satisfied, and reflective people motivated by ideals and who value order, knowledge, and responsibility. They seek durability, functionality, and value in products. 3. Achievers—Successful, goal-oriented people who focus on career and family. They favor premium products that demonstrate success to their peers. 4. Experiencers—Young, enthusiastic, impulsive people who seek variety and excitement. They spend a comparatively high proportion of income on fashion, entertainment, and socializing
- 11. The four groups with lower resources are: 1. Believers—Conservative, conventional, and traditional people with concrete beliefs. They prefer familiar, U.S.-made products and are loyal to established brands. 2. Strivers—Trendy and fun-loving people who are resource-constrained. They favor stylish products that emulate the purchases of those with greater material wealth. 3. Makers—Practical, down-to-earth, self-sufficient people who like to work with their hands.They seek U.S.-made products with a practical or functional purpose. 4. Survivors—Elderly, passive people concerned about change and loyal to their favorite brands.
- 12. Marketers divide buyers into groups on the basis of 1. Knowledge 2. Attitude 3. Use 4. Response to a product.
- 13. Target Market Unaware Aware TriedNot Tried Rejected Favorable Opinion Neutral Negative Opinion Repeated Not Yet Repeated SwitcherLoyal to Brand Light User Regular User Heavy user Behavioral Segmentation Breakdown
- 15. Buyer personas are fictional, generalized representations of your ideal customers
- 16. Buyer Persona
- 17. They help you understand your customers better and tailor content to the specific needs, behaviors, and concerns of different types of personas.
- 18. The strongest buyer personas are based on market research and insights from your actual customer base . Done through surveys, interviews and so on.
- 19. Contacts database to uncover trends about how certain leads or customers find and consume your content. Forms to use on your platforms, use form fields that capture important persona information. ◦ For example ask each lead for information about company size on your forms.
- 20. Sales team's feedback on the leads they're interacting with most. ◦ What generalizations can they make about the different types of customers you serve best? Interview customers and prospects.
- 26. Buyer Journey
- 29. For each team develop buyer personas profiles for selected product or services Write down all the data concerning this personas. 30 min
- 31. Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action
- 32. It is the opposite of advertising It is not a tactic It has to be a mind-set.
- 33. Why are companies using CM? Increasing brand awareness Lead generation Converting leads into customers Building the image as the industry leader Customer engagement Customer retention Website traffic Sales
- 34. Extra benefits of using CM More inbound approach Customer engagement and innovation Search Engine Optimization Development of knowledge culture Better use of company resources
- 35. 1. Blog 2. Branch guide / folder 3. Social media 4. Case study 5. Webinar 6. Online transmission 7. Video publication 8. Sponsored article 9. Newsletter 10. Online presentation 11. Mobile application 12. Infographic 13. E-Book 14. Whitepaper 15. In-person event
- 37. 7 steps 1. Analyze Your Company’s business 2. Typical customer 3. Goals 4. Content marketing mix 5. Timetable 6. Team 7. Budget
- 42. To be successful at inbound marketing, companies need to invest in content The amount of content being produced by marketers increased by 69% of B2C and 70% of B2B.
- 43. 1. Complete a SWOT analysis on your content marketing efforts and develop a plan to improve them. 2. Define the right objectives and KPIs for that plan 3. Brainstorm content ideas and find the gap in what you and/or your competitor's are not covering 4. Create a timeline for your content plans
- 45. Strengths Weaknesses Company image is reflected on current social media Videos Photos of the environment and food Easy access to menus, prices and promotions Low consumer engagement Little activity on their social media pages No active conversations Low amount of followers Neglecting some of the other big social medias opportunity threats Partnering with the University of Washington. Cross-promotion by partnering with other companies. Other popular social media websites Other similar businesses in the market - competition. Little recognition. Only two locations. Message misinterpretation.
- 48. 1. Sell - Grow sales. 2. Speak - Get closer to customers through dialogue and participation. 3. Serve - Add value 4. Save - Save costs 5. Sizzle - Extending your brand online
- 54. Concept with mind Contents are ◦ Deeply researched, useful and meaningful ◦ It solves problem in a profound way How to hit the goal By extremely shallow educational pieces missed
- 55. This step focuses on identifying any possible gaps in your current content marketing efforts.
- 57. Concept with the news Contents related to ◦ Something current newsworthy or trending How to hit the goal Do not reiterate the news ,find a way to connect the news to the client’s industry
- 59. Concept with personal identity Contents directly connect with ◦ Part of intimate world OR identity How to hit the goal Give the reader a way to see themselves in the content, Let the reader identify with the content
- 61. Concept with real life Contents tells ◦ Real personal story ◦ Shares a case study ▪ How to hit the goal • Make sure there is a moral real life example • Stories matter if they share an insight or massage
- 64. Concept with many more concepts Contents is ◦ A collection of other popular content ▪ How to hit the goal • Make a complete and/or unique collection • Do not curate small lists that have been repeatedly done.
- 66. Concept with unrelated concept Contents is ◦ Spins an old ide and offer a new way of looking at it ▪ How to hit the goal • Do not reiterate old ideas. • Find a surprising , unique or interesting way to show ideas
- 68. Create a realistic timeline for your content plan. This timeline is used for your internal team.
- 69. Case Study
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- 77. For each group need 5 different content to fulfill the following ◦ Cover the RACE model ◦ Address at least 4 types of content ◦ Include clear CTA ◦ The design main idea to be detailed "designed is better” Each one will provide 1 post content