Increase Conversion Rates by Defining Buyer Personas. You already know that compelling content makes the difference between drawing in new subscribers and driving them away. One of the most fundamental questions you need to answer before embarking on a content marketing campaign is, “Who is this for?” Who is the ideal patient for your chiropractic practice? The answer to that question will help you define your buyer personas, making it easy to craft copy that addresses their concerns. The first step to connecting effectively with visitors via buyer personas is finding out who your patients are, which you can do by following these steps.
Keeping track of analytics allows you to use data about who visits your site to build the perfect buyer persona. The information you should look for includes what keywords users searched to find your site, how long they remained on each page, who follows you on social media and where they are located. These pieces of information will help you create a detailed picture of who is using your website, allowing you to target potential patients more effectively. Consider what devices most people are using to access your site as well, and plan your web design accordingly. Free tools such as Google Analytics can help simplify this part of the process.
Before you create a persona, you will need to gather enough information to build an accurate model. One easy way to do this is by creating a simple survey for website users to fill out. Try offering an incentive such as a chance to win a free office visit or a gift card for a local business. Ask Twitter followers what made them first consider seeking chiropractic care. Conduct interviews with current patients. Then, compile all the data you received in order to determine who your typical patient is and what they are hoping to get out of their chiropractic treatment.
Create the Persona
Once you have gathered the necessary information from analytics and market research, it’s time to narrow down your buyer personas. Many successful brands target three to four separate personas in their online marketing efforts, but you may want to start with one and work your way up in order to focus your energy. Each persona represents a significant portion of your online audience, so incorporate all the data you gathered to make them as accurate and detailed as possible.
First, give your buyer persona a name to help personalize it. Then make a list of information about the persona, including their age, location, job, goals, values, level of education and gender. What concerns do “Sally” or “Joe” have about visiting a chiropractor? Are they hesitating because of the cost, or because of concerns about fitting in appointments with their busy schedule? Figuring out the answers to these questions will help you create web copy and blog articles addressing each persona’s specific problems. Once you have a handle on your chiropractic practice’s buyer personas, you can address their needs proactively and gain their confidence.