ReThink: Why Knowing Your Target Audience Isn’t Enough

Mind Your Marketing Message

Are your marketing messages being ignored? The problem with most marketing is it attempts to speak to all potential buyers with the same content in the same language. For example, if you are a realtor, you would not speak to potential home buyer the same way you would speak to a seller. They have different needs and pain point and would need a different information path to help them make the best decision. At My Content Planner we help clients craft the right message for the right audience by creating Buyer Personas.

Knowing Is Half the Battle

This cartoon by Tom Fishburne, illustrates the essence of what keeps many business owners from marketing successfully. Unless you are creating marketing messaging and content that touches your audience where they hurt and compells them to run to them for help your results will be less than fruitful. But, who is right in the above photo? Actually, they all are. Demographics describe statistical facts of a particular audience and are a common way to get details about your target marketsuch as age, income, race etc. Psychographics describe personal attribues of a demographic such as their attitudes, beliefes, personality and interests. You need all of this information to create an accurate character or persona of your potential customers(s).

Marketing Personafied

A Buyer Persona breathes life into your marketing by taking demographic and psychograhic information from yourtarget audience and combining it into a story-like profile of your ideal buyer. Content Marketing is all about creating high quality and relevant content that speaks to the pain and challenges of your target customer. The better the content the easier it is to get them to take action, whether to buy, subscribe or some other goal you have defined. Remember, your publishing content cannot be one size fits all. Your buyers have different pains at different points in the buying cycle. Your job is to know where they are in their journey and how to address their needs so they purchase your solutions.

Putting it all Together

In the next article, we’ll explore examples of buyer personas and how you can create them to make your marketing messaging more helpful and effective.   ReThink>>>>> Marketing Personified: How to avoid wasting time and money marketing to the wrong audience

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Kenya Halliburton, a.k.a Kenya 4G, a.k.a. The Busy Entrepreneur's BFF, is a Content Marketing Strategist helping busy entrepreneurs who hate or don't have time to write, create content to that wins clients and cash. If you're ready to create a knowable, loveable & buy-able brand... She's been warned but, like a true rebel she ignores them. She likes to giveaway free stuff so, go sign up for whatever cool freebie she's offering now @ http://MyContentPlanner.com

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