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In today’s world, content is how companies engage with their audiences and is the primary means by which buyers discover, research, and evaluate products. With more content being published and an incredible amount of digital interaction, it’s a noisy world! To ensure your content stands out from the noise and connects with your audience, you need to understand who the buyers are and how they buy. This is especially true in B2B because many people are involved in the purchasing decision, each with their own needs and preferences.
Buyer personas and journey maps provide in-depth insights to ensure you are creating relevant content that meets your buyers’ needs and is delivered in preferred formats and channels. Q: How America Cell Phone Number List often do you recommend we revise buyer personas? Bluffton: Updating your personas quarterly is often the best way to strike a balance between staying accurate and realistic without overthinking them or ignoring your actual audience. Q: In addition to interviews, what other effective methods have you found to collect buyer information?
AKOONU: Best practices include analyzing data on existing customers and learning more about where they are in their buying journey and how they interact with you during the buying process. Surveys are also a great way to get first-hand feedback from buyers. Additionally, we recommend including industry research and resources to gain a complete understanding of the persona. Q: How do I develop a character with almost no information? Bluffton: Sometimes brokerages work with startups that don't have real customers yet. In these cases, you must start with a hypothesis—looking to answer who the buyer is and what they want.
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