In my last blog, I discussed how to create your buyer persona. If you haven’t checked it out yet, I highly recommend you start there! It walks through the ins and outs of how to select your ideal customer, what types of demographics and information are needed to build a buyer persona and an example of a buyer persona.
Building on that, I want to teach you how to target those specific buyer personas, and what benefits it can have when you’re targeting these people.
Related Post: Buyer Persona: What it is & Why You Need One ➢
Defining a Buyer Persona’s Pain Point
Let’s say you don’t know how to change a tire. Where would you go? Most likely Google, where you’d type in ‘how to change a tire.’ Google’s results would most likely populate with a handful of people who’ve created Youtube videos showing you the steps of changing a tire.
Once you click on one, you may have to watch a 10–second ad before you’re given the information you’re looking for. The person who uploaded that video most likely saw a need, otherwise known as a pain point, and filmed themselves changing out a tire.
How can you do that for your target audience? How can you create content that solves problems for your buyers? It all starts with defining a significant pain point your clients share.
Remember the buyer persona we created in my previous blog; Human Resources Hallie? She’s the HR Director who’s dealing with a lot of open positions, and not enough time or resources to fill them. The reason for so many open positions is high turnover, and she wants help solving that problem. So, she turns to Google.
Writing Content to Solve Pain Points
As a recruiting firm who specializes in placing top talent, a lot of your clients are challenged by high turnover in their organization. As this is a common theme that needs to be addressed, it’s time to write a blog about it. This blog can include pieces of information on typical reasons for turnover, how to avoid turnover down the road, or how to counteract turnover when it’s happening right now.
Don’t focus on how you can solve turnover issues, but instead, as an industry expert, provide valuable information to someone searching the internet for an answer.
Make Sure Your Content is Seen
You’ve found the pain point and created content to solve the problem – but how do you get your audience there? Optimization.
When Human Resources Hallie Googles ‘how to minimize turnover in a company’ we want our blog about helping organizations stop excessive turnover to come up first. Using keyword research, we can determine what words people are using to search for certain pain points vs. what we think they’re searching for.
Having accurate data to back up a title you’ve selected is the first step to having an optimized blog. While Google doesn’t share how their searches work, you can do a few things to improve your content. Make sure you are using the keywords you discovered in your blog. More importantly, make sure the blog is well-organized and providing useful info. Stuffing keywords in the text won’t get you very far without quality content.
Related Post: 6 Signs You Need a Content Marketing Strategy ➢
How can I get new clients from this?
This is not a ‘get clients quick’ solution. It’s a long-play game based on gaining trust with your audience, building thought leadership in your target market, and staying top of mind when people need a solution to their problems. In the next blog, we’ll be discussing measuring the success of your blogs and what to do to improve them. See you soon!
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