- What's up guys.
So in this video, I'm going to teach you exactly
what is buyer persona?
Why it's so important?
And how to figure out so that you can get more sales
leads and traffic from your website
plus why it's so crucial for SEO.
Now, if you don't get your buyer persona right
then this can have serious consequences
in terms of converting the traffic
that goes to your website.
In fact, all the hard work that you put into your site,
into SEO, into getting more traffic, will be wasted
if you don't understand your customer properly.
And that's exactly what I'm gonna cover in this video.
Now, before we jump in, if you haven't already,
please make sure you download
my free book Link Building Mastery.
You can get it at seojulian.com.
I'll leave the link in description
because if you want more backlinks,
if you want more traffic for your website,
if you wanna rank higher on Google
then this book is going to help you so much.
Now with that, let's jump straight in.
So first of all, what is buyer persona?
Well, this is basically understanding your target market
and everything about them because if you can understand
their challenges, their struggles,
exactly what they're looking for,
then all of your marketing,
all of your sales work and all the work you do
on your website will be 10 times easier.
And most people ignore this stage when it comes to running
a business or running a website online
because they think, right, I already know that
I don't need to spend time researching it.
I can just figure out and assume a bunch of things.
But if you just ignore this research
then you won't get the results on your website
that you need.
In fact, if you don't understand your customer properly
then you don't understand their challenges.
You don't understand how to create a great product
and service for them and you'll miss out
on a lot of money-making opportunities.
So this is so crucial to figure out.
And the thing is as well,
if you try to attract everyone,
if you don't niche down and target a specific customer.
In fact, I would recommend focusing on just one person,
talking to one person
then you won't get the results that you need.
In fact, the success of your business depends
on understanding your customer avatar.
So this is absolutely essential for your business
and it's important to get that right.
And in this video I'm gonna teach you exactly how to do it,
examples of how it works and some tips for making sure
you understand your buyer persona as well as possible.
And the other problem is,
if you don't understand your buyer persona
then all the work that you put into your advertising
all the money, energy and resources
that you put into marketing, into SEO, into sales,
will be wasted.
Because if you don't provide a product or service
that specifically addresses your customer's problems
and challenges, then they're not gonna buy.
And marketing and sales are gonna be 10 times harder
because you're using the wrong language
or using the wrong message
or you don't have your marketing narrowed down.
So it's absolutely crucial to get this right.
So what do you need to understand when it comes
to your customer persona?
Well, first of all, demographics.
Try and specifically target one person
when it comes to buyer persona.
And have that person in your mind, you know, are they male?
Are they female?
What age are they?
What do they spend most of their day doing?
What are their biggest challenges?
How can you help them?
What specific problems are they struggling with
that if you came along with a product
or service could specifically help them?
Not just for selling,
but also for creating content on your website.
So if you're doing SEO,
you really need to understand the search intent
of the keywords you're targeting
before you can start ranking for them.
In fact, if you create a keyword research strategy
but you don't understand the search intent behind that,
if you don't understand what people are looking for
when they type a keyword into Google,
then your content won't rank
because chances are, you'll write the wrong type of content,
you won't address their specific questions,
you won't answer and give the information they need
and therefore your content isn't going to rank
because Google will see this content is totally irrelevant
to what people are searching for on Google.
And therefore your rankings will slip,
your SEO won't be as effective
and your content quality will be lower too.
Plus even if people do jump on your website
they're not gonna stick around for long
because they're not getting the answers they deserve
or want and chances are,
they'll poke a stick off your website,
they'll bounce on onto a competitor's page
and your valuable leads and sales are gonna be funneled
to your competitor instead of you.
And this is really a zero sum game.
If you don't outrank your competitors with SEO,
then they're gonna be stealing customers, leads and sales
from your website.
And it's a win lose situation.
If your competitor gains market share,
then you lose it and they gain the upper hand.
So it's absolutely crucial to get your buyer persona right.
For example, at my SEO agency,
I have a link building agency
and I specifically created a service around
what my customers were asking for, right?
So most of my clients, they struggled with working
with link building agencies before
and not getting any results.
They struggled with getting the backlinks
and the quality they needed and they struggled
with actually ranking their website on Google.
So we created a pay on performance service
that's tried, tested and proven
and can be replicated for almost any website.
And this is so powerful because once you understand
your target market's challenges,
then you can give them a service that answers
their problems specifically.
So how can you do your buyer persona research?
Well, the first thing I would say is that
you always need to test your assumptions.
You may have understanding of your customer.
You may slightly understand what they're looking for
or their problems, but chances are
you don't have the clarity you need yet.
And you can't just assume this.
You can't just write it down on paper and it seem right.
I sell these products
therefore my assumptions must be right about my service.
Because chances are, there's gonna be certain hidden desires
and needs from your customer that you don't know about yet.
And that's why it's so important to speak to your clients
to your customers specifically
and ask some questions that really delve into the challenges
and dig a bit deeper into their problems.
For example, at my link building agency
I have a client facing team.
You know, I have account managers,
I have a sales manager
and when this team talks to the client
they're constantly asking them, what are your challenges?
What are you struggling with?
How can we help?
And that sort of feedback is so powerful
for developing a powerful marketing message.
And what you can do is you could even run surveys
with your existing customers, get on the phone with them
just ask them for 20 minutes of their time and have a call
around what are their challenges, what are their desires?
How can you help?
What specific things are they worried about
and anxious about?
And if you can figure out and delve deeper
and listen more than you speak on that sort of phone call
then you will get the answers you're looking for.
What you can also do is ask on social media,
you could ask questions like
if you could wave a magic wand right now
what problem would you make disappear?
You know, and you could post that on your Instagram stories.
You could post it on LinkedIn as a post.
You could run a survey on your Facebook group
and basically speak directly to your clients
and your customers to get that information
or speak to other people who are in your target market
but haven't signed up yet.
Because any sort of feedback you can get directly
from clients, from customers, from people interested
in your services is going to be extremely valuable.
And this isn't something you get perfectly right
first time round, it's an iterative process.
It's always important to revisit
your buyer persona research,
to figure out how can you improve it?
How can you get a more clear message?
How can you adapt around their challenges?
And customer's challenges are always changing.
You know, what their challenge is in 2021
may not be their challenge in 2025.
So you always have to adapt to the market too.
And that's why it's important to go back and revisit
your assumptions, to revisit your research
and to continually improve your research.
So what about buyer persona and your website?
Well, the first thing I would say is that content creation
should be tailored to your buyer persona.
So you should figure out what content
does your audience need?
What are they searching for currently on Google?
You can use tools like Ahrefs for this.
You could look at Surfer SEO, I've recorded videos
on these before previously.
So make sure you check those out
and really figure out what sort of content,
what sort of information does your audience need
and what are they searching for on Google right now?
Because not only do you want to find the right keywords
but you also want to understand when a customer types
a keyword into Google and when they find your site
and your content, what specific topics do you need to cover
to make sure they get the best possible information
and to answer all the questions that you can.
Because the more useful and valuable your information is
to the person reading it or watching it
the more you're going to help them.
The more you're going to build a relationship
with that community.
And the more likelihood that in the future,
it might not be today, it might not be tomorrow
but in the future they might buy from you.
So it's really important to get your content creation nailed
when it comes to buyer persona
but also other things too, like for example your branding
and the colors you use in your website.
These can be tailored specifically to your audience.
So for example, if you have a target market that's male
then maybe you wanna use more masculine branding
and colors on your website.
Now, in terms of my final tips for buyer persona
the first thing I'd say, like I mentioned before
is that this is about progress not perfection.
You don't need to get it right perfectly first time round.
And chances are if you don't have the research
at your disposal yet then it's gonna take time
to gather that and to really craft
a powerful marketing message tailored to the feedback
you've got from your audience.
Also, it's important to listen more than you talk,
especially if you're jumping on phone calls
with your audience then really listen
and delve into their problems and be open to their feedback.
You know, you may have assumptions about their challenges
but they may not be right here
or they may not be clear enough
or the language that you're using
may not suit your audience perfectly.
So it's about figuring out too.
And finally pick one specific person
when it comes to targeting
and crafting your marketing message.
So there's no point creating tons of content
that's all over the place, right?
So for example, on my YouTube channel
I'm specifically targeting people who are interested in SEO
in link building and running their own website.
And I tried to keep my YouTube videos very tailored to that.
So really understand who you're talking to.
Who's a specific person,
have them in mind when you create your content.
Because even though you're targeting one person
other people aren't going to ignore your message.
People who don't fit perfectly into your demographic
may also jump onto your content.
And this allows you to really speak to your audience.
I mean, for example, on my YouTube channel
the subscriber count is pretty low, right?
It's not a massive audience, but at the same time
the people that I do speak to are really tailored.
And that's why so many people who watch my videos
usually book in a call or buy from me.
They might follow my content for six months
and then buy later.
So it doesn't matter how big your audience is,
just keep one specific person in mind
and create content tailored to them.
So thanks for watching guys.
I hope this video helped you
and I hope you're well on your way
to creating your buyer persona and really improving
and crafting your marketing messages around them.
By the way, I do run link-building SEO agency.
So if you want to get better rankings,
if you want to get more traffic from Google,
if you'd like to drive more customers leads
and sales to your website
then feel free to book in a call via juliangoldie.com.
I'll leave a link in the description
and I'll be happy to help you.
Thanks.