When presenting your SaaS solution, it’s essential that you have detailed buyer personas in place. These are your ideal clients. If you don’t know who they are, your marketing, branding, and selling will be scattered. And you want to avoid this at all costs.
So how do you go about creating your buyer personas? Start right here with our step-by-step guide that shows you everything you need to know about this essential part of marketing.
Develop Your Buyer Personas Based on your ICP
To create your buyer personas, you first start with your ICP: Ideal Customer Profile. This is essentially your perfect customer, and you should identify them before you even begin work on your buyer personas.
Many brands still get this wrong. They start with their buyer personas first and give attention to their ICP later. But this is the wrong way to go about it. It’s only after you’ve identified your ICP that you can create buyer personas from them.
Your buyer personas are essential because all your marketing must be tailored to the personas you want to target—the specific people your sales reps will talk to or the people who will click on your ads or read your content. If you’re not clear on who your buyer personas are (or have the wrong ones), your marketing is wasted, and your SaaS solution will remain hidden in the marketplace.
Highly Targeted SaaS Marketing Equals Better Leads
Once you create buyer personas, get specific rather than using a scattergun approach. Specificity allows you to see the finer details like people who work for a company—for instance, the head of a department or a leader in operations. These are the people that will be making a purchasing decision when it comes to your SaaS product.
By developing buyer personas, you’ll attract better and more relevant leads and increase your marketing ROI. It’s highly targeted marketing which gives you highly targeted sales. According to Hubspot, Skytap—a self-service provider of cloud automation solutions—launched a tailored content marketing strategy, and by using targeted personas, they lifted sales leads by 124%.
Develop Your Buyer Personas
Now that you understand the importance of buyer personas, it’s time to create them for your business. Most companies usually develop two to five personas. Although there is no magic number to how many buyer personas you should have, the ideal combination is three to eight.
And remember—get as specific as possible about each of your personas. Specificity brings clarity.
Give them a title like Rebecca, VP of Operations. It helps to find a stock photo to put a face to the name. Some companies even make life-size cardboard cut-outs of their personas. Get imaginative! Keep in mind the following points when defining your buyers:
- Job title
- Challenges & pain points (how your SaaS solution helps them)
- Consumption habits (how they consume information)
- How they prefer to buy products and services
- Spending habits
- Interests and hobbies
- Dress style
- Social and family life
- Financial and economic status
- Career path
Insider tip – We like Hubspot’s 20 Questions to Ask When Creating Buyer Personas and recommend it for developing your buyer personas.
Develop a Pillar Content Strategy for the Buyer Personas
Once you’ve created your buyer personas, you can create a pillar content strategy. Content gets your message across and positions your SaaS solution as the right one for your buyers. In marketing, pillars are also known as buckets. These are the different topics that you market to each one of your buyer personas. If you’re creating a lot of marketing content, it’s easy to lose focus on the who and the why.
The who is the audience you’re trying to target. In your case, when developing your marketing content, it’s important to remember that they should be targeted to the buyer .
The why is the reason you’re creating the content. In your case, it could be what you do to make companies process more efficient with your SaaS solution. A good content marketing strategy will help you gain loyal customers and increase your ROI.
How to Develop a Pillar Content Strategy
A pillar content strategy is a highly targeted marketing tactic similar to a content marketing strategy. Both of which can be created for you by content experts that specialize in SaaS. To develop a pillar content strategy, you always start with the following four essential steps:
- Choose topics (every pillar page is created around one topic)
- Keyword research (essential to know what keywords to rank for with content)
- Subtopics (these support your overall topic)
- Create content (mix it up—blogs, articles, whitepapers, videos, etc.)
Develop Content Pillars for Buyer Personas
Developing content pillars allows you to create content that provides value to your buyer personas. Your content needs to speak to their challenges, frustrations, and pain points. It should also be clear that your solution, in your case SaaS, will help them meet their goals.
All your content should focus on providing a valuable customer experience for your personas. Your goal is to solve their problems (both spoken and unspoken). This is essential to gain their trust and loyalty. In an overly saturated digital environment, trust and loyalty is everything.
The Star of the Show—a Pillar Page
A pillar page is a piece of core content that links out to in-depth articles on sub-topics. It makes it easy for your personas to find all the information they need in one place and allows them to get answers to their questions quickly and efficiently.
It gives them a high-level overview of your content pillars. These are then divided into sub-pages that showcase the different pillars. The goal of a pillar page is to have content that ranks well in search engines and draws your personas to your page.
Repurpose Your Content for Your Buyer Personas
Repurposing your content is essentially recycling your content. It can multiply its reach, increase organic traffic, and helps to reinforce your message. By repurposing your content, you further engage and reach your buyer personas. You also appeal to their different tastes and content references.
After all, you shouldn’t just have one content type. You want to mix it up, and repurposing makes this possible. Types of repurposed content might include:
- Social posts
- Slide decks
- Fact sheets
By taking the time to craft buyer personas, your company will have better targeted marketing, which helps get the right customers. We’re happy to work with you to make sure you develop the right buyer personas and help create content that showcases your expertise. Book time with our team today to find out how we can help.