To attract prospects and customers to your website you must be ready to inform them. But who will they be? What information will they need?
Without doubt you have an idea of what type of person would come and what would interest them. Your idea would be based on your actual customers and your target market. Try to turn these buyer ideas into real people. They are people that you create your messaging for. Someone that would be the buyer of your products and services.
As you develop your content it will be helpful to refine images of your buyer. You may create a few or many of them depending upon your industry and your ideal buyers. If you have defined your market narrowly then there will be only a few. If a wide variety of people buy your product, then there will be many. You should start with just a few buyer descriptions and add more as necessary. As you think of them consider their:
- Business role
- Personal goals in becoming successful
- Workplace challenges
- Information needs
The idea is to write for your website or social media pages as if you are writing directly to your customer or prospect. And to help, you create a written profile of your customer. Your website should speak to all of the people you deal with in your business including business owners, buyers, accounting individuals, etc.
The value of this exercise comes from creating the buyers. It forces you to think of what they are looking for from your company. What information do they need? What caused / will cause them to become your customer? What can you do on your website or in social media to keep them as customers?
Their needs change in the different stages of their buyer’s journey. Are they developing interest, gathering information, seeking options or making a buying decision? And what information do they need in each stage to help them buy from your company?