The first and most important thing when developing a content strategy is to be clear about who the key users of your product or service are. This is the most powerful lever of your Inbound Marketing plan. The buyer people segment your content and are the starting point to stand out from the rest of the market. Although it is the first point of an inbound plan and you should already know how to create your buyer people we want to highlight the most common mistakes that we find when designing Buyer Personas.
This is perhaps the most common and we fully understand it to happen. We have the feeling of not knowing where to start and the target of our brand does not give us enough clues. The trick is to prioritize. Focus on few but well defined. Think of those who buy your product and who the first point of contact is, the decision makers par excellence. Do not forget the potential customers you want to reach out to and whom you have not yet reached. Try not to develop more than three profiles in the first phase unless strictly necessary.
We think that we know the market in which we move. Nothing is further from reality. We assume that market research tells the truth. It is important to consider them, but it is also essential to question everything we read and question our beliefs. Having a lot of knowledge in something does not free us from being wrong. It may be that everything we know closes the mind when it is increasingly necessary to deepen and validate the information.
The buyer people must be created under a divergent and heterogeneous dynamic with people from different departments even with suppliers who also work for the company. We cannot assign this task to a single member because we are going to have a unique and biased vision. It’s just as important! By boosting creative processes with different profiles, we greatly enrich the information of our people. You already know prioritize, focus and do not tell a story that is not that of your Buyer Persona. Finally, make the process more collaborative. Involve your whole team and see how everything will work better.