“A buyer persona enables you create marketing content that is for someone and not everyone.”
Does your firm have buyer personas for your ideal clients? An intro on this topic from Hubspot:
More importantly, do your marketing efforts, including those online, reflect your buyer personas?
Sure, you and your team may know you provide special expertise to business owners, but if that’s not clearly reflected on your site with a dedicated page for entrepreneurs, how will they know?
Buyer personas allow you to:
Each of these personas is part of the same target market, but has unique needs and goals.
It’s time for you and your team to move away from using demographics as an end all to be all, and evolve to using buyer personas:
These are some tips you can use to develop creative buyer personas:
Need more details? Try these 7 steps from Brent Carnduff of Echelon SEO:
If you have been serving clients for some time, you’re in luck: your current clientele can serve as the perfect starting point!
You have years of data, starting with the information your clients share on client intake forms. Use surveys of your current clients to get invaluable feedback.
More tips here from Samantha Russell of Advisor Marketing:
After you have collected the information you need for your buyer personas, make sure you leverage it!
Start with writing content that speaks to each persona in your blog and site content.
To determine topics for your content, start with Aaron Agius of the Content Marketing Institute’s 3 questions to dive into the mindset of your prospective clients:
Read more here from the Content Marketing Institute:
Key Takeaway: You should always be thinking who is the content for, what are their pain points, and how can you set your financial services offering apart in addressing those pain points.
For more resources, take a look at these great articles from around the web: