Buyer personas are fictional, generalized representations of your ideal customers. Creating working buyer personas are foundational to successful inbound marketing campaigns. Personas really are the first step in construction company SEO.
Creating personas will accomplish a number of things:
- They help you understand your customers (and prospective customers) better.
- They make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.
- They help you filter out the “tire-kickers” and filter in your ideal leads.
The strongest buyer personas for construction company SEO are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, meeting with your team, etc.). You even can do persona research with leads you couldn’t close or failed bids.
While it's tempting to create many personas, it's better to try to drill down and develop as few as possible. That’s because, ideally, you’ll want to run inbound campaigns based on your personas. If you refine too much, and have too many personas, you’ll waste effort on creating unnecessary campaigns.
Step 1) Background
This is the fun part of creating personas for construction company SEO because you get to develop the persona’s “personality,” so to speak.
We like to go point by point and write down the traits that make up a particular persona. Here’s an idea of a point by point persona write-up:
- Create a fun name for your persona, like “serious Sam.”
- “Serious Sam” is a buyer working for XYZ corp.
- He works an average 60-hour work week so if very busy and hard to connect with.
- He’s worked at the same company for more than 20 years.
- He’s married, with 2 grown children.
- His personality indeed is “serious” so be careful with small talk and joking.
Step 2) Goals
“Serious Sam” simply wants to get his work done. Present him with anything that seems overly complicated and he’ll run. The front-end approach to win him must be to “make life easier.” Targeting keywords for Sam’s persona will further nail down construction company SEO tactics to gain him as a lead.
Sam also reports directly to the CEO. If Sam can produce something innovative, he’ll win the day. That’s because Sam’s company is a leading-edge company and flourishes on innovation.
Thus, to reach Sam, opening with a solution that will ease his workload while providing something that will delight the CEO stands to produce a win.
Step 3) Challenges
Aside from his workload, one of Sam’s challenges is vendor sourcing. Sam never answers the phone and rarely response to cold emails unless he sees a truly catchy subject line. Sam goes about finding information on the web and, like email subject lines, if something catches his attention, he’ll click on it.
Sam has a very short attention span. Short sentences work for him. Bullet points work even better.
Vendors who are well connected with local contractors attract Sam because then much of the sub-contracting work is off Sam’s plate.
Get the idea? The more you can scope out who your best prospect is and then take the steps to connect in the way they want you to connect with them, the more your chances to gain a lead.
Writing a persona description is the first step in construction company SEO. Want the other steps? Get our free template. It’s a really quick read.