What is the process that the buyer goes through to purchase a product? What is their journey that they transverse to select your product? Have you defined this journey?
And how many different journeys are there? Now if you have a single buyer’s journey defined, you’re only fooling yourself.
Just as it is with buyer personas, there are multiple paths taken by buyers to reach a decision to purchase your product. And just as it is with personas, you need to group the various journeys into 3 or 4 different buckets, provide each bucket with a moniker, and build out your content accordingly, i.e., what content is provided to which persona at what path during a particular buyer’s journey.
WHOA! Suppose you have 3 personas, 3 buyer’s journeys, and each journey has on average 4 stages. So does this mean that each piece of content needs to be modified 36 times? Let’s not get crazy.
Let’s try to simplify matters. Take a persona, and understand that persona’s journey, i.e., tie one journey to each persona. Simplify. And with your hypothesis on the journeys taken by each persona, the next step is to test your hypotheses through research.
Don’t stop with personas. Take the next step and understand that persona’s buyer’s journey.
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