How Well Do You Know Your Customers?
Episode #2 of the course Blogging for business: Learn how to write blogs that convert by Abidemi Sanusi
What you’ll learn today: Why you should write for one person—your customer profile.
Your business blog is a great lead generation tool. However, for your blog to attract customers, you need to know:
• How to attract the right prospects to your blog and
• How to turn them into (paying) customers.
This means writing your content in a way that will attract those prospects in the first place.
A customer profile (also known as a persona) is one of the best ways to do this.
What is a customer profile?
A customer profile is a snapshot of your ideal customer. It captures all their essential details, such as:
• who they are
• where they shop
• their challenges (pain points), and
• how your product or service can resolve those pain points for them
You can have both primary and secondary customer profiles.
Your primary customer profile
Some businesses give their customer profiles names. For example, at abidemi.tv, our primary persona is a writer who would like to improve her writing skills. Her persona name is Writing Wendy.
Our secondary customer is Corporate Cal. These are business owners or corporates who prefer the convenience of our online courses for their teams.
Our third persona is Freelance Fran. This is someone who’s either on the cusp of launching her own freelance writing business or is at the start of that journey.
You can have as many customer profiles as you want.
To keep things simple, it’s best to start with two (the primary and secondary customer profiles).
Keep your customer profiles handy (by your desk or anywhere you can see them) when you’re thinking of blog ideas or writing your blog posts, because it does help to keep your content focused and on target.
At abidemi.tv, we ask the following questions when brainstorming blog ideas or before writing our content:
• How does this blog/content solve Writing Wendy’s [insert particular writing issue, e.g., how to create interesting characters or how to monetize my author brand] problem?
• How will this benefit Corporate Cal’s time-poor team?
• What keywords will Writing Wendy or Corporate Cal use to search for this blog post?
Doing this helps keep the blog content focused and relevant to our primary and secondary customers and can do the same for you.
How to write a customer persona
Your persona need not be complicated. Some businesses really go to town, but we say the simpler the better—when you’re starting out anyway.
Here’s an example.
Customer profile summary:
Here’s a completed example.
Sample Customer Profile: Freelance Frances
Profile summary: Freelance Frances is a frustrated wannabe freelancer with neither the time nor resources to set up a freelance business from scratch. A suite of tried-and-tested templates will minimize start-up overwhelm and help get her freelance business off to a flying start.
Customer name: Freelance Frances
Likes: writing, reading
Job: corporate writer
Favorite websites: www.abidemi.tv
Social media: Facebook, Instagram, Twitter
Problem quote: I need a way to make money, on my own terms, so that I can do the things I need to do. Like you know, spend time with my family, travel, take that course… I don’t want to leave my 9-5 immediately—I would rather ease myself into this new side earner. And with the way things are at work, even if I do find myself laid off, I need something that can help me get back on my feet in no time, and without too much hassle.
abidemi.tv solution: Our done-for-you freelance templates are designed to help you attract and retain high-paying clients from the get-go. They’ve got everything you need, from email pitch templates (to help you win new clients), to legal agreements that secure your 50% deposit. The templates have a lifetime guarantee and are regularly updated with new content (at no cost to you). All you have to do is copy, paste (or adapt) and you’re done.
Now that you know the importance of having a customer profile, the next step is finding out how that customer researches for services such as yours online and how you can use your blog to show up in their search engine results for your services. This is called Search Engine Optimization (SEO).
Tomorrow’s lesson: Why SEO is important for your business.
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