Do you have a particular person, or body of client in mind that you specifically want to sell to? Or is your next marketing video merely aimed at “the general market”.
Persona-driven marketing is about speaking more directly – and with much greater relevance – to your target client audience.
Persona-driven marketing applies as much to video production as any other area of B2B marketing.
After all, you don’t “sell things to organisations”.
You sell solutions to people.
A persona-driven video will do this better than “merely promoting what you sell”
– because it’s focussed on the person who’s doing the buying, and what their broader needs are.
What is a persona
A Persona is a semi-fictional representation of your ideal client – based on customer conversations, market research and web analytics.
Using a Persona approach enables you to better focus your efforts by:
> being more relevant in everything you say to your customer
> aligning your video message more closely with your client’s interests, worries, aspirations and needs.
> delivering a message that is more helpful to them.
In practice, it’s a detailed document, a short illustration of who your target client is, whether they’re an IT Director, a Procurement Officer, a CFO, or an Office Manager.
A Persona is a detailed written & illustrated picture of who you want to sell too.
How to deploy a Persona in marketing video
Before you finalise your video specification:
Find out more about the person type you’re pitching to in your video.
For example, if it’s a CEO, then talk their language, understand their life, their motives.
Market research shows that CEOs want to “have the right information to make the right decisions to increase the value of my company”
By contrast, a Marketing Manager (you) is more likely to “need accurate information that can help me spend my budget in the right places”.
Also a Marketing Manager is more likely to say: “I worry about losing ground to competitors by not being innovative enough and missing key changes in the industry. And I worry about not meeting targets.”
Two completely different sets of needs and realities.
Your video storyline & script needs to reflect this whether:
> your video is focussed at one type of buyer
> or a whole body of client from, say, the production supervisor and manager, to the technical director, to the CFO, CIO and the CEO.
Map out how your script will be relevant to each Persona you’re trying to sell to in your video.
Never say anything that doesn’t address the Persona directly.
Keep speaking to them as real people – never generalise, or robotise their function or purpose.
They’ll appreciate this more than you think.
After all, how many communications do you receive that are barely relevant
– or couched in a language that feels only partly relevant to your needs?
Video is no different.
A Persona is a semi-fictional picture of your client.
You need one for each type of client.
You’ll need to research to get this right.
Make sure your video message speaks to them as people, as defined in your Persona.
Your video will be engaging and successful because of this, as the Persona will immediately pick up on your video as relevant to them, almost from the get-go.
I’ll write more on persona-driven marketing video over the coming weeks, so stay tuned to this blog to find out more.