How To: Create Buyer Personas For B2B Social Media Marketing
People are not all the same. There are some who love more sugar in their tea while others prefer none at all. The same applies to any company’s audience. Even when it comes to B2B social media marketing, your audience will be made up of people of different ages, gender, educational background, needs and such. These individual characteristics are what makes a buyer persona.
Translating the buyer persona to your B2B social media marketing isn’t as complicated as you’d think. The problem is that many businesses don’t know how to create effective personas and instead end up pushing the same content for all their social media audiences.
It’s important for B2B companies to create buyer personas and leverage them to improve the success of their social media marketing efforts.
Let’s take a quick look on how to create buyer personas for your company and how to tap into this information for a successful B2B social media marketing strategy.
6 Tips to Create Buyer Personas For B2B Social Media Marketing
1. Segment your audience
As mentioned, audiences are different. It’s therefore important that you begin by sectioning your audience into groups with similar characteristics.
To be able to know which audience falls under which segment, you can analyse you audience behavior online. The channels they use, how they engage with industry content, the kind of information they seek and what keeps them motivated.
You can also conduct a quick interview or poll with your existing customers to find out what they like or hate about your company, their most urgent content needs, goals and challenges. This will guide you on how your B2B social media marketing strategy will fit in with their needs.
Segmenting your audience will help you determine what channels to be used, what content should be in your messaging and how to best say it for your B2B social media marketing strategy to be effective.
2. Consult your sales team
Salespeople interact with customers more than other people in the company. Having a talk with them may reveal some important insights about your clients and may help you as you create buyer personas for your B2B social media marketing strategy.
3. Monitor your segmented audience
Monitor your segments on the different social media platforms that they use to get a better understanding on their interests and challenges of each specific segment.
Monitoring your segments will also expose different patterns that you can take advantage of to further push your B2B social media marketing content.
4. Create specific targeted campaigns
Based on the information that you gather as you monitor your different social media marketing buyer personas, create targeted messages for each of your segment.
As you create your specific campaigns, ensure that you tailor your message to the needs of each buyer persona and use the platforms that they frequently use to share the messages.
5. Analyse results based on the specific segments
Analyse how successful your marketing campaigns are by taking a look at each individual segment. This will help you understand which method works best each segment and when to make a change to your content marketing strategy if necessary.
In addition, this information will not only help your B2B social media marketing strategy but also, all other marketing strategies.
6. Monitor your competitors
As you monitor your segments, it is also important for you to monitor your competitors. They may be doing something that works for them that may also work for you. Again, they might also be doing something wrong that can work for you.
Regardless of what information you gather from your competitors, remember to keep your B2B social media marketing strategy original and unique.
As you create your buyer personas for your B2B social media marketing strategy, keep in mind that your audience is made up of people so handle them as such and you’ll see improved success in your marketing efforts.
Have you created buyer personas for your social media marketing? How did you do it? Let us know in the comments!