Why Should You Write for your Personas and not your Brand

buyer personas

A brand image is vital for any business. It is, after all, the face of the organization for its customers and the rest of the world. A brand image plays a significant role in driving product sales, increasing social media presence, and strengthening the reputation of the company. Any SEO worth its weight in gold will tell you that building a prominent brand image is of paramount importance.

However, creating content just for your brand can be a double-edged sword. Sound marketing techniques such as inbound marketing strategies dictate that customers should be attracted to the brand. 

However, writing lengthy articles boasting of your brand can leave a nasty aftertaste in the minds of people who might end up being deterred by your brand.

A different, but more effective approach to brand marketing is the creation of buyer personas and generating content tailored to them. Writing for buyer personas will help create engaging and meaningful content and connect with customers.

Make objective decisions

Now that you are aware of your customers, you can engage them better with a more effective website experience. All components of an exceptional website such as design, content, and CTAs should be optimized for the customers you want to target.

Do not run the risk of confusing the needs of your customers with your preferences. The targeted messages will be different throughout the website if the targeted buyer persona is the CEO of an IT company versus the CEO of an Automobile company.

The language used is of utmost importance in producing your marketing assets. The tone and the terminology that resonates with your prospects will convert them into customers. 

Empathize with your customers

In order to sell, you must be able to connect with your customers. With empathy, you can connect with your buyer and that is how you close a sale. 

Your prospects may not always know what they want –  it is critical that you educate and raise thought-provoking questions through your blog posts.

Guide customers through the customer journey

When you write for your personas, you are pushing the customer through his journey down the funnel. 

Nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads. With every blog post, every form-fill, and ebook or brochure download, you are nurturing the customer through the funnel. 

Basic Components of Buyer Personas

  1. Name: When a persona has a name similar to the common public, it gets easier to relate to them and refer to them in discussions.
  2. Background: The professional and personal background of the persona is critical to establishing their identity. Decide the specifics of what your persona does for a living and how satisfied they are with their career. Also, delve into their hobbies, family, educational background, likes, and dislikes.
  3. Demographics: Specify the demographic component in detail, such as their age, gender, ethnicity, marital status, etc.
  4. Persona goals: The developed persona should have both professional and personal goals that they want to fulfill in their life. It could be a promotion, marriage, planning a child, or a vacation abroad.
  5. Previous buying habits: This component is essential to include while developing a persona. Your persona description should be answering questions such as:
    1. Does your persona buy a particular type of product repeatedly? Do they have compulsive shopping behaviors? 
    2. What is the average amount of money that they spend on a single shopping visit?
    3. Does the persona exhibit brand loyalty?
    4. How often does your persona indulge in online shopping?
  6. Persona concerns/pain points: It’s essential to address the fears or worries that your persona might have when you discuss marketing strategies for promoting your brand. Concerns like product safety and reliability, purchase security, ease, and feasibility of product operations, and long-term availability of the product play a massive role in determining persona behavior.

It is vital to avoid common mistakes such as basing buyer personas on stereotypes, being generic or inconsistent with the details, or being hasty while developing buyer personas. Buyer personas drive real sales strategies. Hence, gross inaccuracies in their development can cause massive losses or brand tarnishing.

In Conclusion

A careful buyer persona analysis enables you to empathize with your customers by offering key insights into their actual pain points, trigger points, sweet spots, etc., thereby helping you curate your website content accordingly. 

Personalizing the content you create addresses your buyer persona’s most pressing online queries. Finally, it is worth pointing out that furthering your brand is not the most critical factor to business growth – on the other hand, it is closely tied to your ability to efficiently solve customer problems, making the case for building content for your personas and not for brand.  

Also, check out 5 reasons why SaaS businesses need Inbound and Account-based marketing for maximum results.

inbound marketing
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