Understand your customers and create multiple buyer personas. 

You can then offer a  personalised experience that appeals to your target audience by creating content for each persona. 

Buyer personas are stereotypical customer types that you invent to represent each segment of your customer base. The idea behind this is that instead of broadcasting the same generic marketing content to all your customers, you tailor your message to the different personas. This way, you can broadcast different targeted content to each of the segments. The result will produce a higher level of interest in your products and services to new and returning customers.

Sales strategies can be tailored to fit your buyer personas and help personalise your communication, making your message better understood.

• Creating detailed personas can help build rapport with potential customers  by making the message personalised.
• The research and preparation of creating a buyer persona will help you understand and address their concerns.
• Each buyer persona will have different pain points you can address separately.

When creating a buyer persona, start with a characterisation of your typical customer types. 

For B2C businesses, this may be fairly straight forward to visualise. For B2B businesses, you can personify your customer types using expectations and past experiences. 

Demographics:

Age group? Income? Location? Gender?

Background:

Business type? Technology savvy? Growth expectations? Education?

Communication channels:

Preferred media? Social media users? Devices used?

Challenges:

Obstacles they hit? Inefficiencies? Risks?

Motivations:

KPIs? What metrics are important to them? Costs?

Goals:

Primary? Secondary?