If you’re into inbound marketing, odds are that you’ve at least heard of the term “buyer persona,” or you may have already developed a few buyer personas to represent your company’s ideal customers.
Many companies may find that when they go to develop their ideal customer persona, they actually have multiple types of customers that they serve, each one with different needs and obstacles to overcome in their buying cycle.
For example, a marketing company might have an “Entrepreneur Eric” persona for small business owners just getting started with inbound marketing, and a “CEO Charlie” persona for big business owners who are looking to update and outdated web design for a big-name company’s website.
Writing content that specifically addresses the needs and pain points of these different personas is a key part of creating an effective inbound marketing campaign that generates leads, and eventually, sales. However, one question that many inbound marketing enthusiasts eventually come to is “can one piece of content target multiple personas?”
The short answer is “sometimes.”
There are a number of conditions that can influence whether or not a particular piece of content will be able to target multiple personas.
An Overlap in Your Personas’ Needs
Sometimes, even when you have defined very different personas for your marketing efforts, there may be some overlap in the needs of these persona. This is especially common for buyer personas in more specialized industries.
Remember the previous example about “Entrepreneur Eric” and “CEO Charlie?” These two serve as an excellent example of two distinct personas that would have a fair amount of overlap in their needs. The entrepreneur persona for small businesses would operate on a much smaller budget than what the CEO of a major company would have access to, but the basic desire to grow leads and business remains the same.
For these two personas, a single piece of content or a campaign about how to grow leads online would be applicable to both.
Different Personas Might Have Different Content Preferences
However, even when two personas have some overlap in their needs, they might not look for information about how to fill those needs the same way.
To return to the example of the small biz owner and the big biz CEO, consider how these two personas might look for information about their needs. The small biz owner might be a part of some Google+ groups, and use online search engines to find out more information.
On the other hand, the CEO might have his or her own trusted sources for information, such as a marketing industry magazine or a professional-oriented social network such as LinkedIn.
The challenge here is that while these two personas might want the same thing, their personal experiences lead them to different watering holes for information, which may make certain kinds of content more effective for one than for the other.
A blog post could catch both of them, as internet searches are an increasingly popular way to find answers to questions.
Using CTAs to Point Traffic from Multiple Sources to a Single Piece of Content
One of the most effective ways to make sure that a single piece of content such as a whitepaper, infographic, consultation, webinar, etc. gets put before multiple target personas is to use Calls to Action (CTAs) to guide people to that piece of content.
For example, say that you know you have a whitepaper or other content offer that effectively serves the needs of two or more of your buyer personas. Creating a landing page for that offer gives you a chance to capture the information of any website visitor who wants the offer.
Once you have a landing page for your content offer, create CTAs that speak to the needs and pain points for each of your personas that is addressed within the offer. You can place these CTAs in content that is targeted to a specific persona profile.
For example, a CTA or landing page link in a Google+ post might be ideal for guiding Entrepreneur Eric to the content offer, while doing something similar in LinkedIn would be better for CEO Charlie.
Where you put your CTAs and the messaging in them should be tailored to not only the buyer persona you’re targeting, but to the actual content that the CTA is being placed in. In essence, the more closely you can match your CTAs and the offers they are paired with to the subject being talked about in the blog post, social media post, or email the CTA is in, the better.
Need to know more about how to create great content to attract and convert leads online? Check out the guide at the link below to see how you can create an effective inbound marketing campaign.