Buyer Personas and Better Videos


November 21, 2018

“Defining your target market is one of a marketer’s most important tasks.”

One device that has change into important to defining a goal market is the client persona, particularly with the rise of social media and video. Video is among the fastest-growing kinds of advertising and marketing content material and with good motive; 52% of promoting professionals worldwide identify it because the medium with one of the best return on funding (ROI).

For many entrepreneurs, purchaser personas are the important thing to creating higher video content material, however what are they?

A purchaser persona is a semi-fictional illustration of a enterprise’s very best buyer, based mostly on present information and market analysis. There are a number of the reason why you must use them.

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Understanding buyer wants

Buyer personas assist you to simply think about your clients’ wants and desires. With an excellent, well-rounded purchaser persona, you must be capable to visualize your buyer and perceive what they’re interested by and what they’re on the lookout for. This will assist you to to craft advertising and marketing campaigns that are totally centered in your clients.

Knowing the place the shopper spends their time

The most helpful purchaser personas embody particulars of the place the shopper spends their time; what web sites they go to; what expertise they have interaction with; and which social networks they use to attach with household, associates and colleagues. This info is invaluable to any marketer. Once you’ve got it, you’ll know precisely the place to focus on your campaigns and which platforms you must use to launch them.

Creating consistency throughout your enterprise

Buyer personas allow a enterprise to focus on constant objectives and messaging. They assist to create a better alignment between gross sales and advertising and marketing, with each groups working to service the identical teams of consumers. This alignment will result in your organization creating a robust, unified model voice.

How purchaser personas will help you make higher movies

By 2021, Cisco predicts that video will account for a whopping 82% of all Internet visitors. With that in thoughts, it’s no shock video has grown to change into a significant a part of advertising and marketing. Businesses in all sectors have began to appreciate the super potential that video has, and the big impression it’s more likely to have sooner or later.

These are simply a number of the advantages of adopting video as a part of your organization’s advertising and marketing technique:

Even these spectacular stats will be improved on for those who use purchaser personas to make higher video content material. How are you able to do that? For starters, purchaser personas can help you establish totally different segments of your audience. If you’re simply beginning out with video, it’s advisable to create content material geared in the direction of the choice makers first.

Never exit of fashion (through the use of purchaser personas)

Buyer personas additionally assist direct the type and tone of your movies. For occasion, in case your purchaser persona targets CEOs working for enterprise firms, then you could wish to guarantee your video has a extra formal tone and type. But in case your persona is aimed on the administrators of tech or SaaS startups, then that viewers might respect a extra light-hearted, vibrant video.

Don’t be afraid (to make it private)

Other components of a purchaser persona will help you make higher movies. If your viewers relies in a single particular geographic area (say London, England), then you recognize that you must carry that location into your movies. If your very best buyer works in a particular trade, then why not attain out to well-known figures and thought leaders, to see in the event that they want to be included in your video content material? These are good methods of creating movies that can add worth to your clients.

Sharing is caring (about your clients)

Just as necessary as understanding what to place in your movies is understanding the place to publish them. Again, purchaser personas can help you with this. What social media channels do your very best clients use? For occasion, in case your very best clients are LinkedIn customers, then that’s the platform so that you can prioritize.

Here are some extra ideas for sharing your movies on-line:

  • Direct prospects to your organization web site by together with clickable calls-to-action in your movies.
  • Remember to verify search key phrases for every social community. Insert the most well-liked related phrases into your video titles and descriptions to extend the probabilities of your movies being found.
  • Timing is necessary. Check which occasions are busiest for folks to publish, remark, and share. Schedule your movies on the occasions after they’re more than likely to be seen.

Pay consideration to how the professionals do it

An incredible instance of a profitable advertising and marketing video is “So Yeah, We Tried Slack…” by Sandwich Video. Sandwich was invited by Slack to check out their staff messaging app and make a video concerning the course of.

The end result works for 2 causes.

First of all, the video is aimed on the purchaser persona of a typical Slack buyer. It’s enjoyable and upbeat, with good use of humour all through. The Sandwich workers featured within the video are the kinds of staff that Slack would attraction to tech-based, software program, or startup staff.

Secondly, the video provides a substantial amount of worth to the shopper. The many options and integrations of the Slack app are clearly outlined and listed one-by-one. The advantages of every function are defined.

“So Yeah, We Tried Slack…” additionally exhibits that an organization doesn’t want an enormous funds to make a well-presented, impactful video. It’s filmed totally inside Sandwich’s workplace and stars solely Sandwich workers.

So lengthy as your video is geared in the direction of your purchaser persona and provides worth to your buyer, it has an excellent probability of succeeding.

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Joe Barron

Joe Barron is Cognism’s Content Writer. He has labored on quite a few tasks since becoming a member of the corporate in July 2018, from refreshing the copy on Cognism’s web site to usually offering weblog posts and on-line articles for inside and exterior use.



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