Understanding Buyer Personas To Reach Attendees Online

David Meerman Scott has published a revised and updated forth edition of his bestseller “The New Rules of Marketing and PR”.  If you are at all involved in these areas, this book is worth a read.  My blog post today is based on his teaching on buyer persona’s, and using them to reach your target audience directly.

We’ve talked multiple times about the importance of identifying your audience and their interests and needs.  As you build your event website consider this quote by Mr. Scott:

“ . . . website content too often simply describes what an organization or product does from an egotistical perspective. While information about your organization and products is certainly valuable on the inner pages of your site, what visitors really want is content that first describes the issues and problems they face and then provides details on how to solve those problems.” (The New Rules of Marketing & PR 2013)

How would your event website look different if you applied the principles outlined in this quote? Perhaps the opening page would say something like:

“Do you struggle to spend time in prayer? Join us for practical, Biblical based teaching that will change your prayer life.”

instead of,

“Come to the 2014 Prayer Teaching Event. Register by April 1 for the early bird discount.”

The first example considers the problems and needs of the event attendee/buyer, the second is more focused on the organization’s information and needs.

You should also realize that you may have multiple buyer persona’s using your site.  What if your Homeschool Event is attended by first year homeschool parents, veteran homeschool moms and women that participate in homeschool co-ops? These potential attendees are all interested in homeschooling, but with specific areas of interest.  Your event site could have prominent buttons for each of these groups–convincing them that the event will have value and content for their particular set of needs and challenges.

You need to not only know the different groups of people you are reaching out to, but also construct an online experience in a way that connects, interests and engages them.

This perspective should challenge and direct you in a way that will better represent your next event to those you are targeting.