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Do You Really Know Your Audience?

Do You Really Know Your Audience?

As a business owner, your constant struggle is turning your message into sales. There are many ways that marketing works to achieve this goal, but one of the essential keys is making sure that your message falls on the right ears. To do that, marketers employ a tool called the “buyer persona”, and if you don’t have your buyer persona nailed down before you develop the rest of your tactics, you are doing yourself a huge disservice.

What is a Buyer Persona?

Think of a buyer persona as a character you are creating for a TV show. This character has specific goals, motivations, demographics, and behaviors that make them a unique person. This character also absolutely has to buy your product or service – in fact, every time they come into contact with your message, they will buy without fail. It’s all the little details about this person that make them your ideal customer, and this is what you need to know in order to sell to them properly.

A buyer persona may include information about this person’s job, age, gender, and so on, but remember: a buyer persona is not just a list of facts about a market. “20-something IT specialists” is not a buyer persona. Instead, a buyer persona is a description of common behavior points, goals, wishes, dreams, and struggles that a specific individual has that make them need your product or service.

Example of a Detailed Buyer Persona

You may have more than one buyer persona for your business, especially if you offer more than one product or service. That’s good! The more specific individuals you can sell to, the better your profits will be. A good buyer persona may look like this:

“Jane Doe is the head of human resources who has been at her company for over a decade after starting as an associate. She is between 30 and 45 years old. Her income is $140,000. She is a calm, collected individual who relies on a secretary to keep her scheduled and prefers to receive offers in writing via mail.

Jane’s goal is to keep turnover low and to support the financial team at work. She struggles with getting all her tasks done with such a small staff, and she would benefit from having all her employee data in once place that was integrated with the financial team’s data. However, she worries about getting the entire company started with new software.”

This information tells you exactly who Jane Doe is, what she needs, and more importantly, how to sell her what she needs. You know that Jane doesn’t like flashy video ads or anything that will waste her time – she’d be more swayed by a careful but efficient presentation of the facts via mail.

How to Create a Buyer Persona

In order to create a buyer persona, you need to ask questions that relate to your end goal. The persona above was focused on what Jane needed in her role at work. But what if you want to sell her a product that is meant to help her at home? Then you’d probably like to know that Jane is married with two school-aged children, that she lives in a suburban neighborhood, and what she struggles with at home.

Questions that you can ask this fictional person include questions about their role at work, questions about their company, about their goals, about their challenges, about their personal demographics, where they go to learn new information, what social networks they use, and how they prefer to interact with businesses. Consider how each area should be answered by someone who absolutely must buy your product or service, and then tailor your advertising efforts to that person.

Need help figuring out your audience and how to reach them? Words You Want can help!

4 Real Estate Inbound Marketing Tips

4 Real Estate Inbound Marketing Tips

Of all industries, real estate is an ideal business to take advantage of inbound marketing. From a content marketing perspective alone, you have a plethora of content creation ideas at your finger tips. Here are four real estate inbound marketing tips that all real estate professionals should be using – no matter what aspect of the industry you work in.

  1. Clear and Concise Web Content – Your website’s content is the first impression that your potential home buyers or sellers have of your business. If your content is sparse, sporadic or just poorly written, it is a major turn off to your website’s visitors. If you don’t pay attention to your website’s content, what will happen when they are making transactions with you. Will your contracts be accurate? Will you thoroughly explain the process to them? Your website’s content should be the top priority before you start any other marketing efforts.
  2. Calls To Action (CTA) – There should be no shortage of CTAs on your website. Real estate is a lead generator’s dream. There are always going to be people looking to move and sell their house. Your website should make it easy for them to hand over their contact information. You can get this information in a variety of methods from forms on your website to free giveaways that request their contact details in return.
  3. Giveaways  – Speaking of free giveaways. There are tons of topics that can be used to create free giveaways on your real estate website. The most basic being individual guides for both sellers and buyers in your area. Let’s say you sell ranches in East Texas. What is the must know information that your buyer’s need when shopping? This content makes a perfect giveaway in exchange for their name, email and phone number. The same goes with sellers or real estate investors. The options are endless and they only need to be 5-10 pages long, so they are affordable to have written as well!
  4. Blogs – Again, the real estate industry has tons of topics for blogs. Your blog can be a guide to the neighborhoods in your area. They can feature properties you’re selling. They can talk about local attractions, restaurants, shopping and anything else that attracts people to your area. With blogs being posted on a regular basis, you’ll attract regular traffic and you’ll become the go to authority for real estate in your area.

These four tips are just a few of the components of inbound marketing that works for real estate agents and brokers. They can be applied simply and easily as well. If you’re busy selling real estate and don’t have time to create this content, Words You Want is here to help. We have been working with real estate agents for over a decade and in some of the top markets in the country.

Contact Words You Want today for a free website review! 

Choosing the Best Inbound Marketing Content for Your Business

Inbound marketing has moved from a fringe concept in the wider world of advertising to one of the most crucial tools for business growth and success in the modern world. Simply put, you cannot afford NOT to be involved with inbound marketing. However, because this method relies so heavily on having content that resonates with your audience, it’s very important that you choose the right type for your needs. That requires knowing a little more about your options.


Yes, ebooks have exploded in popularity lately, but they’ve actually been around for a long time. They’re also not just tools for generating income – they can be invaluable inbound marketing aids. One very popular way to use these tools is as free giveaways to potential leads in exchange for signing up for an email list. Ebooks can range from 10 pages or so, to as long as you need to cover the topic and provide value to your readers.


Reports are a lot like ebooks in many ways, although they can be as short as only a few pages and are generally hyper-focused on a specific topic. Reports can be invaluable tools in your inbound marketing, depending on your audience (they are generally most popular with entrepreneurs, business owners and decisions makers, rather than general consumers). You can give reports away in exchange for signing up for your email list, as bonuses for becoming a customer, and in other ways.

Blog Posts

Blogs are the original form of social media and while they have lost some traction in the past few years, they’re still a crucial element of your inbound marketing plan. Blog posts allow you to give your company a personal face, and to connect with your audience on a different level. These posts can be about almost anything, as well, ranging from product development to staff interviews to thoughts on the state of your industry and more. Finally, blog posts are great because they can be easily shared from your website to your social media accounts, and your readers can share them on your behalf.


Articles are a lot like blog posts (and can be used for that purpose), but they can also appear elsewhere. Now that Facebook has rolled out their newly revamped Notes feature, articles can be used to provide long form content to your fans on FB. They can also be used as guest posts on other websites, in industry journals, and in an incredible range of other locations online. The beauty of articles is that they can be as laid back as a blog post, or they can be more formal and journalistic, depending on your needs, goals, audience and publishing medium.

Social Media Posts

Let’s face it – if your business isn’t part of the conversation, you’re being left behind. While social media posts do not drive conversions, they are absolutely essential to building your brand and connecting with your audience. Posts can range from updates about specific events to infographics and everything in between. The key is to keep your audience engaged and to become involved in the conversation so your brand stays at the forefront of their minds.

When it comes to inbound marketing content, no matter what type or types you choose, quality is of paramount importance. At Words You Want, we pride ourselves on delivering original, high-quality content tailor made for your business and your audience. Get in touch today to learn more.