Financial services marketers! Are you delivering unique, compelling, and targeted digital content to the people you want to attract most? A successful demand generation or lead nurturing campaign depends on this foundational content, and the first step toward delivering it is creating accurate buyer personas or realistic archetypes of your target audience segments.
Buyer personas serve as the foundation of an inbound marketing strategy. They are not just a compilation of demographic information, but they also identify your potential customers’ financial backgrounds, goals, and pain points, and identify how your company can best serve them.
Step One: Buyer Persona Interviews
10 Questions You Should Ask When Developing Buyer Personas
Here are 10 questions you should ask to create rock-solid archetypes of your ideal customers. Use this worksheet to begin your buyer persona development and learn how asking the right questions can help you better capture, convert, and delight your audience.
This worksheet lives in Google Docs.
Step Two: Buyer Persona Creation
Financial Services Buyer Persona Template
This template includes two buyer persona samples for a financial services company, so you can see what the slide looks like with actual content in place and how your buyer persona interviews can shape your target audience into one clean persona.
This template lives in Google Slides.
Step Three: Create and Map Content for Your Buyer Personas
Mini Guide to Mapping Content to the Financial Services Buyer’s Journey
Each buyer persona has unique triggers that cause them to look for a solution, as well as different features or services they’re evaluating during the buying process. The financial industry is complex and multifaceted, which means there are a wide variety of potential buyer personas. This guide helps you map content to each of your buyer personas, to make sure your content resonates with your intended audience.
This guide is a downloadable PDF.
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