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How to Create a Buyer Persona That Gets Results For Your Keynote Speaker Business

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How to Create a Buyer Persona That Gets Results For Your Keynote Speaker Business

When you think of marketing to your audience, you probably think in terms of data, statistics and demographics.

That’s fine for grouping people together by what they have in common.

You should approach your buyer persona from a different angle, though.

Determining key distinctions gives you an edge when you’re creating content. And any marketing strategy for keynote speakers should be built on the foundation of a solid buyer persona.

Even the most time-crunched keynote speaker needs to recognize the value of aligning your message to your audience’s interests, behaviors and problems.

But before you can experience the benefits, you have to know how to create a buyer persona.

Check out these practical steps.

Step 1: Visualize Your Ideal Customer

As a keynote speaker, think about the people your message is likely to help the most.

The best way to build a picture of who you’re imagining is to give him/her a name and fill in the most important and relevant characteristics.

These are the questions you should ask as you’re thinking about how to create a buyer persona.

  • Who is he? What demographic characteristics describe him?
  • What’s her job title? What type of career is she most likely to have?
  • What kind of company or industry does he work in?
  • How long has she held the position in the organization?
  • What experience or expertise does he bring to the table?

Step 2: Consider Your Ideal Customers’ Objectives, Responsibilities And Challenges

Remember, your goal is to bring value and solutions to your audience. Diving into their goals – and the obstacles – allows you to meet their unique needs.

Ask these questions:

  • What goals does he need to meet to be successful in his job?
  • What are the biggest frustrations she faces in her work?
  • What gaps could be filled in order to relieve the frustration?
  • What’s holding him back from addressing these issues?

Step 3: Get Into The Nitty-Gritty

Understanding your ideal customers’ professional goals and challenges is a vital piece of the puzzle.

But it’s also important to have a more general understanding of who they are.

Here are some of the elements that should be a part of your buyer persona, as well.

  • Location.
  • Age.
  • Gender.
  • Interests.
  • Education level.
  • Income range.
  • Websites they frequent.
  • Buying motivation.
  • Buying concerns.

Step 4: Determine Personal Content Preferences

Look at the topics your ideal customer is interested in and consider his favorite content and social media platforms.

Here’s what you should be asking when creating your buyer persona:

  • What are her habits for accessing content? Is he getting online via a mobile device or through other methods? Is she spending the most time online at home or during work hours?
  • How much information does he want to receive and how often? How often does he log onto his social media accounts? Does he have a preference for daily/weekly/monthly newsletters or updates?
  • What influences the way she consumes content? Does she go to thought leaders, friends or colleagues for advice? What internal or external events cause her to change up her normal patterns?

The answers to these questions can help you pinpoint the ideas most likely to resonate with your audience and nurture your ideal customers through your sales funnel.

Step 5: Put It All Together

Once you’ve gathered all the information you need to create a buyer persona, it’s time to put it all together into one document that you can reference quickly and easily.

There are numerous templates available online, or you can create your own using the questions listed here.

After you’ve compiled everything into an indispensable resource, you’re ready to start using it to inform your marketing decisions.

You can craft blogs and create social media posts, confident that your message is reaching the right people.

Knowing How To Create A Buyer Persona Is Key For Your Success

It’s vital that you can relate to your audience as real people.

As a busy keynote speaker, you don’t have time NOT to create buyer personas that will help you get inside the motivations of the people you want to reach.

If you haven’t created a buyer persona yet, what has held you back?

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Josh Coffy

Josh is an entrepreneur at heart, dropping out of college to pursue his dream of owning his own business. Fast-forward five years later, and Josh’s unique ability to marry technology with creative marketing strategies has led to Flight Media’s steady and swift growth. Now one of the leading Inbound Marketing companies in Ohio, the U.S. and abroad, clients trust Flight Media’s expertise, agile approach, and transparency. You can find Josh at CrossFit, backpacking the West coast with his wife, Kelsey, or reading a personal development book from his ever-growing library.