Creating Buyer Personas – Quick And Dirty With Facebook Data
Ever since I started creating niche websites to make money as an affiliate marketer, I have been primarily focusing on creating articles that are product-focused. In other words, the articles are aiming at users who are already near to the end of the purchase funnel (a.k.a buying funnel, buyers journey etc).
This has worked pretty well because people who are at the end stage of the purchase funnel have already done their research and just need a bit of “push” towards the product choices that they have pretty much already decided to buy in their minds.
Why creating buyer personas if it’s going well?
However, when I looked at the user interaction with the sites as a whole (bounce rate), they tend to be really high (= bad). In other words, people who land on the page would just leave the site without visiting other pages on the site.
This has been happening to the websites with site navigation optimized and sites that have not. This means even if the site is easy for users to navigate, they still just leave the site.
So, to further improve my websites, I have decided to take it a notch higher by implementing the “buyer persona” concept. It’s a similar concept to market segmentation but much finer targeting. Essentially we need to come up with a fictitious person based on the target market data.
The immediate problem I encountered was the work required to gather the market data. After reading and researching various resources online and offline, apparently conducting interviews would be the most accurate way to get the necessary data.
Here are the books I found.
1) Buyer Persona by Adele Revella
Apparently, the book was Named one of Fortune Magazine’s “5 Best Business Books” in 2015
2) The Essential Persona Lifecycle: Your Guide to Building and Using Personas by
Use Facebook data to create buyer personas
Since I have a limited resource, I decided to use only online data to develop buyer personas for my sites.
The method I picked is to use Facebook Audience Insight.
If you have ever run a Facebook Ads, you are probably familiar with this tool. It basically lets you filter Facebook users based on various parameters.
The video below explains a process I went through to create the buyer persona “John Smith”.
As you can see, creating a buyer persona allows you to communicate with your team more precisely what kind of content to create and what kind of wordings should be used.
Video explaining how I used Facebook data to create the persona “John Smith”
So what’s next?
I plan to apply this method to create the first batch of 15 articles on this site to see how users will interact.
I will share the idea generation step in the upcoming posts to show you how to come up with keyword ideas and also communicate with the writer.
I build websites and use them for testing various SEO strategies and tactics.
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