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.
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.
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:
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.
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:
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.
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.
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?