How Can The Buyer Persona Be Integrated Into An SEO Strategy

How Can The Buyer Persona Be Integrated Into An SEO Strategy

Buyer personas need to be at the very core of your SEO strategy. After all, your target market is integral to creating a highly optimized SEO strategy. You want to know who they are and what they need from your business to effectively craft the best website user experience.

You want full integration of your buyer's persona in your marketing mix, see here. Doing this from the onset of crafting your campaign is essential to improving your conversions and the overall effectiveness of your campaigns. Everything is important from creating the best navigation options, to conducting the right keyword research and even the right themes of content to produce. You want to benchmark your current SEO efforts with your core audience to figure out whether or not your improvements are generating real results and converting more prospects into customers. This can give you real data that can influence your decisions. 

Keyword Research

Keyword research has always been the backbone of effective SEO efforts. Your keywords are so important because it's what you will be used to target visitors. You don't want any visitors to come to your site. Rather, you want someone highly targeted with the right "intent." The "intent" is everything because it dictates whether that visitor buys from you or converts.'

The intent of keywords is all about the purpose. You want to think about what a visitor is looking to achieve when they search for a respective keyword, phrase, or search term. You want to be targeting the right keywords that have the right search intent. There are a few different ways to categorize this including: 

- Informational

This is when a visitor is primarily looking to research something. In this case, they would be looking for advice, guides, news, or something else. They are generally going to be adding inquisitive keywords to their search phrases including "how-to," "why," and more. 

- Transactional

This is the intent where a user primarily wants to achieve something. In general, it would be an act of sorts. It could be buying something. You can tell if someone is looking to buy something when they add transactional keywords including "cheap," "affordable," "buy," and more. This implies they have made their purchasing decision and they are only looking for the best place to get what they want. 

- Navigational

This is generally when a user knows what they want and they are only looking to get there. For instance, if someone wants to go to the MLB page on ESPN, they may search "ESPN MLB." They are simply looking for Google or their favorite search engine to guide them there.

It's very important to thoroughly research keywords within your niche. This is essential to crafting a high-quality SEO content strategy. Not only does it enable you to uncover a range of phrases, long-tail phrases, questions, and answers, but it also helps you figure out their intent with them.

One of the major things you need to consider when doing your research is the volume of the searches. This is how many times the term or phrase is being searched for monthly. While you could be swayed to only target the keywords and phrases that have a lot of volumes, it's not necessarily the best strategy. These keywords, terms, and phrases are generally the most competitive. Therefore, they are going to be much more difficult to rank for. Instead, you could opt to focus more of your attention on the lower hanging fruit which is the longer tail keywords with fewer competitors. A long-tail keyword would be anything with more than 3 words. Whereas, a short tail keyword refers to anything with 1 or 2 words. In general, the shorter terms will have the most competition because they cover more broad topics. You want to start mixing in both the intent terms with related keywords and phrases and you'll have a highly optimized strategy in little time.

With SEO, you'll need to be continually refining your approach. You need to be looking at your keyword research, analyzing your campaigns, and more. Doing this type of research is always worth it because of its importance to the success of your SEO efforts. You want to continually monitor the changes in the space because you'll always run into them especially if you're in a dynamic industry.

It's also important to continually refine things and make adjustments because your audience is going to grow. As your audience evolves, you'll want to evolve with it. Figure out how to continually match your buyer's intent with your keyword targeting. 

There are all kinds of different ways you can conduct keyword research. Ideally, you want to use software like Moz. This can be a great option to start with for little investment. They have plenty of advanced guides that you can use to improve the results you get from using the software.

How to Build Better Buyer Personas for Facebook Ads

How to Build Better Buyer Personas for Facebook Ads

Facebook has long been known as the center of marketing opportunities. But given its mounting popularity, it’s a little harder to get noticed on the platform these days. The reason? Due to its declining organic reach, not all of the Facebook marketing strategies you’re used to may still result in success.

The good news is that Facebook remains a viable option in terms of advertising, which means you can still target your audience using key identifiers based on the action users take every day. 

The links they share, the pages they “like,” their public personal information and the content users interact with – Facebook allows you to compile that information into categories such as interests, behaviors, life events, and more. 

Marketers can easily line up those categories with people they’ve already identified as buyer personas and use that information to create effective Facebook ads for audiences. But how exactly do you build better personas for a Facebook audience? 

Buyer Personas: The Foundations for Building Your Marketing House 

Without personas, how do you know what to write about in your content marketing efforts? Or know which message will appeal to your target market’s needs? Basically, personas ensure that everything you do in terms of customer acquisition or lead generation is tailored to your targeted buyers’ needs. 

Think about your brand’s current messaging. Is it centered around what you do or how what you do addresses customer needs? This is where a customer persona for your business can help you pinpoint the ideal type of customer, so you can produce content to sell your products instead of blindly creating video and blog posts hoping someone will buy from you. 

“A buyer persona not only gives you a detailed profile of your ideal customer but also helps you humanize your audience.” 

Whenever you have a marketing plan that fails, you can almost always track a part of the problem back to a misunderstanding of who your buyer is. This misunderstanding can come from a lack of information but more often than not comes from a failure to humanize your audience. 

However, when you create buyer personas, something shifts in your marketing’s psychology. You’re no longer marketing to a bunch of blank faces. You’re marketing specifically to Mark, Jamie, or Billy, and you have a clear image of who that individual is. In other words, looking at your personas with specific attributes and feelings does writing to them that much easier and will absolutely help you write in a more effective, efficient way.   

Develop Buyer Personas Using Facebook Insights

Creating a customer persona is similar to creating a Facebook profile. That means it should include every little detail about your best customer; their age, location, gender, employment, interests, behaviors, marital status, their shopping habits, and more.

A buyer persona profile for Facebook should include:

  • Personal Background Info: details about age, gender, family, and income
  • What they need: their goals, what challenges they’re facing, and what you can do to help.
  • Reasons to Buy Your Products: lists reasons this buyer will need your products, which specific problem it solves, and what holds them from buying
  • Best ways to Reach: example of ways to reach this customer and who you would explain your

Being a massively advertising platform, Facebook gives all types of businesses access to this user information, which you can use to successfully target your audiences with ad campaigns. Facebook Page Insights offers limited information to a specific page, allowing you to create a custom audience and view all kinds of detailed information related to your audience.

Create Effective Facebook Ads from Buyer Personas

Once you’ve gathered the required data, you’re ready to start your campaign. But if you’re not ready nor have sufficient expertise to run an efficient Facebook marketing campaign, you can always count on our professional Perth Facebook Ad Agency.

In case you’re out and about to try your luck and create ads using your current buyer personas, go to your Ads Manager in Facebook and click on “Create” to start a new campaign.

  • Create the Audience and the Ad Set

Find out your highest conversion rate according to locations, gender, age, and buying behaviors, so you can set up an exact audience for the ad set.

Using all specific insights, as well as your specific marketing needs, you can successfully set up an audience that should convert at a higher rate. Don’t forget the creatives for the advertisement, such as texts, images, and any type of design that’s visually appealing and related to your brand.

As you get to know your Buyer Personas, you can also use them to:

  • Narrow down your audience on specific factors
  • Run more budget-friendly campaigns
  • Choose the best hour to deliver Facebook ads
  • Rethink your marketing strategy by knowing when your abandoned carts are more likely to be converted into purchases
  • Run territorial marketing campaigns taking into consideration the potential and interest of each area
  • Additional insights and discoveries to dramatically improve your conversion rate (doing something unique, maybe?)

Get the Best of Both Worlds with Organic Activity and Paid Campaigns

In most cases, it’s a smart move to embrace a hybrid social media strategy. That means organically targeting personas through community-building and content while supplementing your Facebook ad strategy with paid campaigns.

Although organic reach is indeed throttled, that’s no reason to abandon one of the world’s greatest marketing and social platform or neglect the potential employee advocacy. Although paid Facebook advertisements promote conversions, organic activity can help you build familiarity and relationships with your brand.

Facebook remains a viable marketing tool. For effective marketing campaigns, taking your buyer personas into consideration will help you create better advertising materials and grab the attention of your target audience. Once you use your customer personas to customize and adjust your Facebook ads, you’ll come to the conclusion that everything was so obvious and clear right from the very beginning.