Top business advice from David Meerman Scott, bestselling author of The New Rules of Marketing & PR. Join him in this show as he talks about why you need to identify your customers. See more business news television shows featuring these experts, as they give their top expert business advice at http://www.yourbusinesschannel.com
David Meerman Scott: Sure. So if I were advising small business people, a small business person I would say the first thing and the most important thing before you even try to create any kind of content at all is to step back and understand who are your buyer persona’s, I call them buyer persona’s. Who are the people that you are trying to reach and I want to know who they are in detail. So for example if you are running a small hotel I don’t want you to create information about your hotel online until you can tell me who the specific buyer personas of the people who are coming to your hotel are. Perhaps there’s the independent business person who is trying to make their own decision about what hotel they stay at.
Perhaps there’s a corporate travel department that books 100 of room nights a year because their corporate headquarters is right near the hotel. Or a young couple planning on getting married might be a third buyer persona and they are looking for a hotel ballroom to have their wedding reception. Another buyer persona might be people who want to have a corporate event in the hotel ballroom. All of those or a family on a vacation is a fifth buyer persona.
Once you know who your buyer persona’s you need to interview those buyer personas’ representatives of those buyers and find out who they are and what are the problems that they have that you your organisation your product and service can solve in their words. I want to know in their words not yours because we are not going to be egotistical with the content we create. We are going to create content that is in the words of our buyers. Then I want you to stop talking about what your products and services happen to do and instead think about what it is that you want your buyer persona’s to believe about your organisation. So then you take that research that you have done, information about your buyer persona, information about what you want your buyer persona’s to believe about your organisation and you create some pieces of compelling content.
So back to the hotel example for the young couple who is planning on getting married, that buyer persona. You might have a list of menus for the ideal wedding reception meal. You might have a list of songs that you might play during the music portion of your wedding reception. For the corporate travel department you might have a video of the different rooms that you go and show people and the different layouts for the food, here’s what a buffet looks like and here’s what it looks like when we serve a plated meal.
How different is that than your typical hotel website that is basically just a product brochure that talks about fluffy pillows and tasty shrimp?
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