To get results shape your content to appeal to your best customers.
Your sweet Aunt Sally who is in her early 70’s, has a bachelor’s degree and makes $60K annually isn’t the perfect customer for every company, nor would she expect to be. But, popular chain restaurants, craft stores and easy-care, resort-wear clothiers probably have her on their radar. If they’re smart, they’ll be thinking about Aunt Sally as they create their blogs, emails and social posts.
If one of the companies that Aunt Sally frequents knows her interests, where she spends her time and what she cares about, they can share information that she’ll find interesting on their social media platforms. This can keep her coming back to them for more engaging stories while keeping their company on her radar and solidifying a loyal relationship.
Creating content to engage your best customers can pay off big. Create customer personas in order to target your marketing and attract your best customers. Here’s how:
Customer personas give your messages a target.
Knowing who you want to engage helps you hit your target—your message becomes a heat-seeking missile with Aunt Sally in your crosshairs.
Solve a problem for your best clients.
Shape your content to a problem your clients have. Customers like Aunt Sally might be concerned about nutritious dishes and making their dollar stretch further. A business that wants Aunt Sally’s attention can address health, fitness or budgeting issues that she’ll find helpful. If they can link the solution back to their offerings can position themselves as an expert in solving Aunt Sally’s problem.
Attract and convert more Aunt Sallys.
By knowing how to engage your best customers through customer personas, you can attract them through email marketing, keyword-rich blog and social media posts while improving lead and customer quality for your organization.
Creating customer personas–at least two, a primary and secondary—to identify and attract the customers that are the most profitable for your business. Then, discover what it is they’re interested in and care about so you can shape your content to them.
If you’re not sure what they care about or are interested in, here are a few suggestions to find out:
1. Ask them what they care about. Surveys that reward customers to complete them are well received – i.e. get a 10 percent off coupon for answering your survey. Limit to 4 – 5 questions.
2. Hang out where they do – Pinterest, find out who they follow on Twitter and hang out to find out what they’re seeing and liking.
3. Look at competitors and see how they’re engaging their customers.
Broader consumer statistics can be found at the U.S. Census Bureau and Bureau of Labor Statistics. If you’d prefer to hire a professional to create customer personas or create marketing that attracts your best customers, I can help. If you have any questions about this article or how I can help you, please contact me at mary.b226@gmail.com or call 480.201.2926.