It’s the second quarter of 2019 and with 5G just around the corner, video is in higher demand now than ever before. But using video to promote your business and brand isn’t a marketing strategy. Video is just a delivery method to get your message across. Think of it like a boat crossing the the ocean that’s carrying goods that are going to be sold. Video is the boat.
So how do you ensure that your video isn’t just another piece of useless content cluttering the Internet? Create a targeted message. Who do you target your message to? Your target market is made up of your buyers. Who are your buyers? Well, that’s what I’m here to explain. Before you develop a concept or a script, or pick up a camera, you need to figure out who you are selling to. One way to help you do that is to create a buyer’s persona.
Hubspot describes a buyer’s persona as “a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”
Ok great, so what does that mean in the most simple terms? Think about your product and/or service and the person that’s buying it. Who are they? What are their pain points? Why do they need your product and/or service? What does a typical day look like for them? Do they have kids? Are they married? Etc.
These are just some basic questions, and this is a great place to start, but where you can really start to generate some power is when you take a deep dive into your analytics. By looking at your analytics from your website, social media, current videos, and sales you can start to paint an accurate picture of one of these buyer’s personas. The more specific you get, the better your targeted message will attract that type of person in real life. This will result in great conversions with your content.
Notice that I said one of these buyer’s personas; that’s because you can have multiple buyer’s personas for your product and/or service. Once you identify who they are, you can begin to create multiple variations of your content geared to each one. Combine that with the power of A/B testing in marketing, and you are no longer blindly throwing out useless content that could be a waste of your time, your money, and space on the Internet.
What if you don’t have analytics or are just starting out? How can you create a buyer’s persona? That’s a great question. Just start thinking about who you are trying to sell to. Ask yourself some of the questions that I mentioned above. You have probably been creating buyer’s personas all along and didn’t even know it.
If you’re like me and want to research and learn more, HubSpot has a great tool to help you create buyer’s personas called Make my Persona. Vertical Measure also created a book called The Customer Journey, and WireBuzz has a podcast episode called How an Owned Audience can Transform your Business. Those are just some of my suggestions, but make sure to do a Google search. There are so many resources online. You will become an expert in creating your own buyer’s persona in no time.
My goal with this blog was to give you a very basic overview of what a buyer’s persona is, where you can get information to create one for your business, and link you to some additional resources to help further your knowledge. But if you have other questions about video production you’d like us to address in our blog or our vlog Flex Talk, please feel free to reach out to us at firstname.lastname@example.org. We’d love to help! This helps give us new content ideas too! You can also subscribe to our newsletter for more marketing tips and tricks!