Finally, you’d want to segment your data into different audiences.
Here are some ways you can segment your audience, courtesy of Adrienne:
The “jobs to be done” your customers bought your product for
Pain points
Usage
Company size
Industry
Sometimes, there are clearly two different people you can see popping out of your data. Sometimes, there’s clearly just one “job-to-be-done,” so you only have one persona. How you segment and how many segments you should create depend entirely on your business and customers. There’s no perfect way to go about it.
Once you’ve identified your segments, transfer them into a document (or documents) with all the relevant qualitative data.
How to use your buyer persona in your marketing
The goal of creating your buyer persona is to use it in your marketing. Not store it somewhere and forget about it.
So, here’s how to use buyer personas:
1. Positioning
Positioning consultant April Dunford writes that “positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about.”
You can use the information you’ve gathered to fix or adjust your positioning with what your customers care about.
2. Creating content for the different stages of the buyer’s journey
To create content for the buyer’s journey, you need to know who the buyer is. And you need to know how they progress through each stage until they purchase your product.
You now have both pieces of information.
For example, let’s say we’ve created a buyer persona at Ahrefs. We’ll call him Billy Blogger. And here’s Billy Blogger’s journey:
An example buyer's journey.
In the Awareness stage, Billy is struggling with getting more traffic to his site. So, if we’re creating content for this stage, we’re looking for topics related to:
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Website traffic
Blog traffic
Here’s how we can find topics related to this stage to target:
Go to Ahrefs’ Keywords Explorer
Enter the above terms
Go to the Matching terms report
Since the “Awareness stage” keywords are mostly informational, we’ll switch the toggle to Questions.
Finding keywords in Ahrefs' Keywords Explorer.
As you can see, there are over 1,600 potential topics we can target. However, since not all of them will be relevant to us, we’ll eyeball the list and pick out relevant ones.
We can repeat this step to look for topics for the other stages of the buyer’s journey.