A few weeks ago I read an article by Robert Rose, “An Alternate Approach to Developing Content Marketing Personas” that caught my attention. This article was full of information on how to create a buyer persona based on the target audience, the “jobs to be done,” and your niche. Identifying these three areas is the first step to creating content customers want. It also nurtures those customers through the buying process.
What stuck out to me in this article though wasn’t the degree of information on developing customer personas, it was this quote:
“Others will never buy from us but may provide more long-term value than a customer.” @robertrose
Why do focus only on customers at the bottom of the funnel? What about the ones at the top? They are also valuable. When we give them relevant information, regardless of if they buy, they can be our biggest advocates.
What would it look like if we weren’t so focused on PUSHING a customer through a sales funnel? Instead, let’s develop a plan that nurtured everyone regardless of if they ever paid for our service?