Join Steve Harris for an in-depth discussion in this video Creating buyer personas, part of SEO: Ecommerce.
- Creating Buyer Personas is a fun and rewarding part of any ecommerce marketing or SEO strategy. The goal here is to create a person or identity that exactly matches the type of buyer your site is going to attract. This helps you better tailor your message and gives you a reference point to to test your strategies against. How do buyer personas work? Based on our last chapter, you should have a clear picture of who is buying your product. These include characteristics such as your customer's age, their gender, their location, job titles, and any interests they may have.
Next, frame all of these characteristics into a real person. Give this person a name, as we have done here: Corporate Christopher. Give them a job and put yourself in their shoes. The key here is to identify exactly what problem this buyer needs to solve and how your product can solve that problem for them. As you can see with Corporate Christopher, we've identified that our potential buyer is 33 years old, or young professional. He's an Associate lawyer at a high income level. He's a member of a golf club.
And because he's a busy professional, he shops online to save time. Now that we've created this buyer personas, let's look at the impact it's going to make on our SEO and design decisions. First, because Christopher's a busy professional, he perfers an uncluttered design with a focus on usability. We want him to easily and quickly interact with the site. Next, because he's time-sensitive, we want to give him quick access to information that he needs. Due to his high income level, Christopher may be price insensitive and less likely to be concerned for higher priced products.
We want to make sure that Christopher receives fast shipping and he's not waiting on his product. And lastly, we can look at targeting his industry. As we know he's a lawyer. Are there other opportunities for us to target or optimize our SEO efforts for the law industry? Buyer personas are an extremely helpful tool for making sure you SEO efforts are on target and for correctly bringing in the right kind of traffic. Less traffic that buys more often is certainly better than lots of visitors who make very few purchases.
- How SEO affects the buying process
- Researching customers, keywords, and competitors
- Using simple and long tail keywords
- Eliminating duplicate site content
- Using rich media
- Designing landing pages to drive engagement
- Blogging for SEO
- A/B testing with Optimizely
- Measuring traffic with Google Analytics