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How to understand your target audience - the buyer persona

6 months ago by Alison Owen

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How to build a buyer persona

So you’ve read our previous blogs on Rethinking your content strategy to boost your SEO performance and Ten top SEO tips for recruiters. You should have a good idea by now that content is central to your strategy.

The starting point of all content is to develop your buyer personas. Identifying who your target market is by thinking of them as a typical person type will help shape your content.

   

Who is your typical candidate?

For example - let’s say your typical candidate is an engineer. Think about their background by asking yourself the following questions:

  • Is this likely to be their first job?

  • What are their concerns in their life (mortgage / health / status / university fees etc)?

  • What is their family situation?

 

Next, consider the demographic:

  • Are they typically male, female or an equal split?

  • Age range and income range

  • Do they live in the city or country?

  • What are their qualification levels?

 

What are their identifiers:

  • Cash rich or money worries?

  • What drives them - money or lifestyle?

  • Are they looking for temp, perm, contract or temp to perm?

 

What drives them?

Now you’ve identified the basic person, consider their goals, their pain points and what makes them tick. Download our guide for more detailed questions that will shape your personas and help you decide how you should market your business to them.

For more tips on best practice, download our free whitepaper for recruiters: How to create a buyer persona.

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