Who is looking for you?
I know it’s a strange question, especially for entrepreneurs who’ve been at it a while, but do you know who is looking for you or your services?
While doing some training, I’ve been introduced to the idea of a ‘buyer persona’.
It’s another way of saying ‘ideal client’, but goes a bit further. A buyer persona asks you to create a semi-fictional character matching information you know about your ideal client.
“Buyer Persona: Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.”
I had to really stop and think about that. Create a persona? I know who my ideal client is!
Turns out, I didn’t. I had a vague idea, but hadn’t fleshed it out. I knew what I didn’t want in a client (I’ve learned that over the years!), but hadn’t really spent time thinking about ‘motivations and goals’ of my ideal client.
What an eye opener.
What I’ve come to realize is, without knowing the exact target I’m aiming for, I’m wasting my ammunition (content) trying to hit it. And without a target, my content (blog posts, website, emails) can get swallowed up in the big, black void that is the Internet.
So, my suggestion is to take some time, think about your ideal client, and make sure you really know who’s looking for you. Then you can create some great content targeted just to them.
Need help? You can Google the phrase ‘buyer persona’ and download some templates. HubSpot also has a Word doc generator that will walk you through the steps.