The Secret to Digital Media Marketing: Persona and Buyer’s Journey
Marketing successfully is a process that takes time, research, and lots of work. Though, you can make marketing easier by knowing what to do. Thus, the secret to digital media marketing is simply content creation. Without remarkable content, your marketing efforts would be in vain since no one would get to know that you exist. That is why you should constantly and consistently write blogs, do social media posts, send out newsletters, share relevant eBooks, and publish videos, case studies, templates, and create any sort of appropriate content you can come up with. However, in order to create such outstanding content, you must know who your buyer persona is and how to cater your content for the buyer’s journey. Here are some tips to help you get started:
Who is Your Buyer Persona? A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better. When you know who your ideal customer is based on these details, you will be able to create content relevant to that perfect customer, and that will help you have successful digital media marketing.
Creating Content Based on the Buyer’s Journey The buyer’s journey is the research process people go through leading up to making a purchase. For instance, during the awareness stage of the buyer’s journey, the prospect is experiencing and expressing symptoms of a problem or opportunity, and he/she is doing educational research to more clearly understand, frame, and give name to their problem. During the consideration stage, the prospect has now clearly defined and given a name to their problem or opportunity and is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity. In the decision stage, the prospect has now decided on their solution strategy, method, or approach and is compiling a long list of all available vendors and products in their given solution strategy. He/she is researching to whittle the long list down to a short list and ultimately make a final purchase decision. This is the stage where your buyer persona could become your customer.
Digital Media Marketing Content for Each Stage of the Buyer’s Journey Now that you know how to target your buyer persona when you do digital media marketing, you will need to know what sorts of contents work best for the three stages of the buyer’s journey. Here are some general guidelines to help you create the most appropriate content:
Awareness Stage
- Analyst reports
- Research reports
- eBooks
- Editorial content
- Expert content
- Whitepapers
- Educational Content
Consideration Stage
- Comparison
- Whitepapers
- Expert guides
- Live interactions
- Webcase
- Podcast
- Video
Decision Stage
- Vendor comparison
- Product comparison
- Case studies
- Trial download
- Live demo
For each of these three stages, you should have specific content to help guide your buyer persona in the direction of making a decision. That is why you should always generate content that tailors to all three of these stages.
In the end, digital media marketing can be done effectively through targeting your buyer persona in all three stages of the buyer’s journey using remarkable content. So do not neglect blogging, sharing relevant videos, allowing potential customers to test your product or service, and educating them with related information. Doing so will transform your ideal customer into your real customer, and that is all there is to a successful digital marketing strategy. Now that the secret is out, go share it with your coworkers and then implement it!
Read also 10 Quick Tips about Brand Creation.