It’s all good and well having the right marketing content, but if it is not reaching the people it needs to, you aren’t going to achieve your marketing and sales goals.
How much do you know about the people you want to reach with your content? Do you know their age range, location, interests, the websites they visit, or who (or what) influences their decision-making?
Knowing this information will help you with your targeting and get you in front of the people you’re ultimately trying to reach.
About the Smart Marketing podcast
Whether you’re a business owner, seasoned marketing professional, or just starting out, the Smart Marketing podcast will help advance your knowledge by sharing the latest in SEO, paid advertising, email marketing, content marketing, social media, and conversion optimization.
Your hosts — Jason Bagley and Justin Lester — bring you regular, actionable digital marketing tips, tactics, and strategies that you can use to improve your marketing.
Jason Bagley is the VP of Digital Strategy for SiteCare and Justin Lester, the founder of Ruby Digital, a digital marketing agency from Cape Town, South Africa.
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Full episode transcript
What’s up, sir?
Good this side. What are we going to be talking to today? I mean, about.
It’s all right.
About one of the most important factors you need to consider before coming up with a content marketing strategy.
Okay. And what is the most important factor, Justin?
It is, in my opinion, building a buyer persona.
So what is a buyer persona? It’s essentially a profile of the individual customers that you are trying to target. That is your target market. So the key here is to really drill down into the detail.
I was having a discussion about this the other day with someone. We talk[ed] about actually going as far as giving each buyer persona (because you might have multiple, right? In fact, in many instances, you’ll have multiple)…you even go as far as to give them a name. We were talking about someone like ‘Cindy, the museum procurer,’ or something really, really random like that. And those people have a very specific profile.
Listen, buyer personas, and buyer profiles are nothing new. I think a lot of us know about these things, but we often don’t delve deep enough into it, and it’s one of those things, once again…when it comes to marketing, content marketing, and when it comes to strategy, you’ve got to put in the time.
Because the more time you put into defining and, in this example, that buyer persona, the more gems you’re going to figure out further down the line. But if you just in your head, “Our buyer persona is probably CEOs of mid-size companies, and they’re located in the UK.” That’s so broad that it doesn’t help you figure out how to market to them, where to market to them, what strategy to employ.
But the deeper you go into that persona… starting with the basics: obviously age, gender, interests, where they work, size, their role, what websites they visit, what do they talk about? What are they doing on week… Come up with the stuff because what happens is you start realizing, “Oh wait, these people hang out there.”
As a joke, obviously in South Africa at the moment, [financial managers from] financial companies, they all ride mountain bikes, right?
And think about it, if that’s one of your target personas, financial managers at brokerages and stuff like that, well, go and become a mountain biker or start advertising on mountain biking websites or that type of thing. Then you’re getting in front of the people that you want to speak to. And that’s the nuggets. Those are the nuggets that you’re trying to figure out.
Yeah. I think it is really about trying to also figure out what platform to use. Because once you… Every platform has its own data points on your customers. And based on those data points, you’re going to be able to establish which platform’s the best to target with.
So again, to your point, if you know the specific company sizes, well, obviously, then LinkedIn is going to provide you with that sort of targeting. If you know their interests, then Facebook is going to be…They often have that information on customers. And the key is because you’re able to zero in, you’re not going to waste your money.
It’s like if you’re trying to hit a nail with a shotgun approach, you’re going to burn through cash and burn through time.
And…the key is always, how can you get as zeroed in as possible? And then you can also make sure that you craft your message so that you’re actually speaking to the right people.
Let’s use it like this: if you’ve got a younger audience that all have high school qualifications, yet you are trying to use overly verbose and complicated language, at the end of the day, you’re going to go right past them.
But until you establish that and understand that, you’re not going to get your content marketing strategy right. You’re not going to use the right imagery, and you’re not really going to talk to them as effectively as possible. And ultimately, it’s going to burn through money; you’re going to go down the wrong way. And yeah, it’s a recipe for disaster.
And one little tip here, check out a site called Spark Toro, S-P-A-R-K-T-O-R-O.com. It’s a great site to research with…you can instantly discover what your audience or what your buyer persona really reads, what they watch, what they listen to. You will follow online just by popping in some keywords, and it’ll show where their circle of influence is.
So if you know where your buyer or your buyer persona, or that person you’re wanting to get in touch with, where their circle of influence is, what are they being influenced by, you could go into that influence pool and start working within that type of content, working with content strategies for those industries, and start getting in touch with the people that do obviously wanting to target. So Spark Toro is a great, great tool for that.
Cool. Guys. Well, listen, that’s today. If you like what you heard and you want to hear more, please do us a favor; like, subscribe, five stars, all the good stuff, and yeah, we’ll see you guys next week.
Cool, cheers. Peace.