How To Use Buyer Personas To Create Content For Every Part Of The Sales Funnel

Previously, we discussed the importance of creating accurate buyer personas that adequately represent the audiences your business needs to reach with its marketing efforts. To sum it up, buyer personas are fictional representations of your ideal customers. These profiles are created using a variety of data and research on your existing customers.

Creating accurate buyer personas can help your entire business become more customer-focused, but it is absolutely essential for the marketing team, especially when it comes to creating content. This is because it helps you create content that addresses specific pain points and hits on key geographic and demographic themes. This article will explain how to set up your marketing funnel to ensure you’re tailoring every piece of content to a specific persona and section of the funnel.

Matching The Sales Funnel To Each Buyer Persona
Once you have established three to five buyer personas, you can start mapping out their respective journeys through the sales funnel.  While many incarnations of the sales funnel exist, the most basic model, as laid out by HubSpot, goes like this: Awareness, Evaluation and Purchase. This is the map that illustrates the journey a customer makes from the time he or she first discovers your content to the time of purchase.

Essentially, you’ll want to split the funnel vertically among each of your personas and tailor the content for each buyer accordingly. How does Persona No.1 make it through the funnel, how does Persona No.2 get through it, and so on? It’s important to do this because businesses today no longer have a linear sales funnel – it’s more of a sales maze with varying points of entry. Because the Internet makes it so easy for potential customers to do a lot of their own research and evaluation without ever contacting a business, you could be dealing with people who are well past the awareness and evaluation phases by the time they contact you.

Customers in each persona could be very different in terms of how they find you and interact with your content, so it’s important to create a unique funnel that is geared specifically for them.

x_0_0_0_14116497_800Buyer personas can help you move prospects down the sales funnel.

Using Content To Raise Awareness
At the top of the funnel, it’s critical to discern what information each of your buyer personas are interested in learning more about. Do some personas already have an advanced knowledge of your industry or business? Are others more likely to have a beginner’s’ grasp of what you do? Here, you want to address each persona’s key pain points and adhere to a writing style and publishing schedule that fits into each reader’s life.

Here are a few types of content that work well for building awareness:

  • Blog posts
  • Landing pages
  • Whitepapers
  • eBooks
  • Infographics
  • FAQs
  • Social media posts
  • Videos (How-to’s, quick tips, etc.)

Helping Leads Evaluate Your Offerings
The middle of the funnel, the evaluation stage is all about moving prospects from awareness of your products to having an interest in learning more about them. People are looking for demos, prices and data that will help them compare your offerings to your competitors’. It’s important to also consider the persona’s schedule here – don’t only consider what the best subject matter is for the webinar/email, but also when to schedule the webinar/ email. The following are common formats for content at this stage:

  • Case studies/testimonials
  • In-depth webinars
  • Demo videos
  • Email marketing/newsletters
  • Product/services comparisons

Creating Content That Closes The Deal
This is where you move to close the deal with interested prospects. Again, you need to consider pain points here: For one buyer persona, price might be a huge factor if they have budget restraints or if they’ve been burned by another company before. Another persona might just need the right solution, no matter what the price is. Whatever the case may be, with your bottom-of-funnel leads, you want your content to eliminate any remaining objections your leads might have.

Here are some content types that can do just that:

  • Free trials
  • Customized, in-person demos/consultations
  • Coupons and deals
  • Estimates and quotes

By understanding your prospects deeply enough to create detailed buyer personas, you should be able to set up a sales funnel that is fueled by targeted content that speaks to the right people at the right time in their journeys.


Nigel Williams

Nigel Williams has been working with affiliate networks and ad technology since 2005. He has driven millions of dollars in sales and leads for many of the worlds most popular brands.

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