Mmm, check out that piece of delicious cake on the countertop. Are you going to eat it?
If your current goals are to eat less sugar or focus a little more on your health, perhaps not. Maybe someone offers you a lift to work, but because your goal is to get in better shape, you decide to lace up your runners and walk or bike to the office instead.
Our goals are incredibly important and hugely influential on what we do every single day.
Our goals determine what we’ll eat, what we’ll buy, where we will go … the list is endless.
When it comes to the goals of the potential buyer of your product, the decisions they make on any given day are all propelled by an assortment of goals. They will be short, medium, or long-term. Every choice they make will all link back in some way to their goals and ambitions, whether they realize it or not.
If we take health and fitness as an example, short-term goals may focus around results that a customer wants to see within six months. They might aspire to run a 10k race within that time frame. Medium goals will relate to a longer time period; their sights might be set on a half-marathon within a certain time. Long-term could relate to a year or longer, and in this case, could relate to a marathon…that 26.2 miles is a long way off, but they’ll get there!
This goal orientation within your customers’ lifestyle will fundamentally affect everything they decide to buy and do…and how you can market to them.
Imagine you’re a fitness blogger selling premium downloadable products about healthy eating during running training. If you paint a picture as above, you immediately have a detailed insight into your customers’ ambitions.
Buyer personas, customer avatars, customer profiles ... whatever you want to call them, they all have the same objective: to help you understand your customers and their buying behaviors, which is inherently affected by their personal goals.
When you know what your customer needs and wants, you’ll be able to focus on fulfilling their goals.
When you know their short, medium and long-term goals, this allows you to target to them more authentically and effectively. Advertisements will be tailored specifically towards them, increasing your sales and return on investment. Marketing material will be focused towards their objectives, creating a win-win for everyone.
After all, isn't the goal of content marketing to create content that your target audience actually wants?
But what if you don’t have a clue what your average customer's goals are?
You might be losing potential customers all the time. Or worse, realize you’re advertising to the wrong consumer.
How do you learn about their goals? You need to create a buyer persona, something that will help you gain a better and more detailed picture of your ideal customer. You need to create a storyline around this fictitious person, who is your ideal customer, and create content that speaks to that ONE person.
So how do you start? Luckily, that's the easy part.
Get your free Buyer's Persona worksheet here and get started today.
You'll wish you did this long ago!
Founder of Malamax Content Marketing