Are you frustrated because your website is not generating qualified leads for your business? Maybe you get the occasional college student, God love ‘em, who calls or emails wanting to shadow you for a day. Or perhaps you get the competitor who is trying to find out how much you charge for your services, or the tire kicker, or the start-up with $2 to spend (hey, we’ve all been there!), but you just aren’t getting qualified leads.
What can you do to fix that? Or have you given up?
Don’t. There is a way. It’s called buyer personas.
We’re all hearing the gospel about creating more and better content – that’s the way to the holy grail of generating more traffic to our website. So, you may be churning out tons of content for your website and blog, and, yeah! Your traffic’s up!
But – guess what – that’s not enough. It needs to be the right kind of traffic. Otherwise, it’s all for naught. Just any old traffic won’t help you. It needs to be qualified leads, otherwise this traffic is just fools gold. It looks great on your stats, but means nothing to your bottom line.
Find your ideal customers
So, in order to generate qualified leads, you must develop a detailed picture of your “ideal” customer – called a persona – and create content just for him/her. You may have more than one ideal customer, and if that is the case, you should develop multiple personas.
A persona isn’t just a target market. It’s much, much more specific. In fact, you should give your persona a name and select an avatar for it to make it relateable.
For example, if your business is a residential heating and air conditioning company, your personas might include “Working Mom Susan” and “Family Man Dan.” You should build a detailed “biography” or profile for each of your personas. The information you use to write your biography, while fictional, is not just pulled out of your imagination. All of this is based on research.
Research your current customers
To determine your personas and what they are like, research your current customers and identify the most common types of customers for your products or services. The best way to do this is to survey and/or interview them. If you have a large customer base, consider developing a survey using
software such as SurveyMonkey.com that will help you compile results. If your customer base is small, you might interview your top clients one-on-one to get your information.
Ask your customers questions
You need to get as much information about your customers as possible – demographics, lifestyle, job role, company information and family information.
Next, identify their needs and pain points. What are their problems that your products or services solve for them? What kind of information are they looking for when they come to your website? What other companies did they consider before deciding to buy from you? Why did they decide to buy from you rather than some other company? What search terms did they use when looking for information about your products or services online?
Other questions to ask your customers have to do with the kinds of activities they do online. Do your customers read blogs? Which ones? Engage in social media? Which ones? Do they read newsletters? Watch videos? Do product research?
Use customer research to write personas
Once you understand your ideal customer and his/her buying habits, write profiles for your personas based on your research. Your personas should reflect the “typical” customer types that you have uncovered.
Don’t just keep the personas in your “head,” actually write them down, name them and assign an avatar/photo for each one. It is helpful to post their pictures and names above your desk (or send them to your entire department if you are a larger business) so that you can see them every day – you are going to be referring to them often!
Use personas to generate qualified leads on your website
When you use personas to determine the kind of content you use on your website and blog, it means that everything you add is tailored toward the needs of your ideal customer. You have specifically researched the needs of your prospects and developed your personas based on their pain points, so if you build your content around them, your website will begin to pull and convert qualified traffic and leads.
That means once you use personas, you won’t use just any keyword or write and post just any content. As a result, you will have a website that generates qualified leads.