B2B Content Strategies: Persuading With Personas
by
Nicolette Beard
Since business purchases are most often driven by risk avoidance, B2B
marketers must satisfy the needs, wants and motivations of the buyer every
step of the way. Establishing confidence and credibility through persuasive
and intelligent content will determine whether you continue to be considered
as a potential supplier.
Clarity is crucial in articulating complex selling propositions. So, not
only does your sales (landing) page need to be compelling, the copy on every
page must satisfy this skeptical, risk-averse visitor.
Meeting the Needs of Multiple B2B Stakeholders
While the ultimate purchase may involve a single decision-maker, the typical B2B sales cycle is influenced by many people, all with unique needs, wants, desires and motivations.
Management may be more concerned with return on investment (ROI). The IT department may want to know if the product meets their specs. And the end-user needs to know how the product will improve day-to-day operations.
If your head is swimming with the permutations of meeting the needs of all these stakeholders, welcome to the world of one-on-one communication starting with your Home page.
It's now the B2B Web marketer's task to pull that prospect through the business'
Web site. How? By understanding the potential for multiple motivations and unique personality types and writing for each.
B2B Web Content Strategies - Persuading With Personas
Once we understand that people fall into four modes for processing
information and address their underlying motivation, then your copy will
craft itself. Writing for different audiences will simply be a matter of
identifying a "typical" scenario and developing persuasion momentum by
answering the questions that the "persona" needs answered in order to move
forward.
Persona I: The Methodical B2B Customer
Methodical types need to be prepared and organized to act. How can your
solution solve this problem? Provide hard evidence and superior service.
Persona II: The Spontaneous B2B Customer
Spontaneous types live in the moment. Why is your solution best to solve
the problem now? Address immediate needs with relevant and credible options.
Persona III: The Humanistic B2B Customer
Humanistic types are usually slow to reach a decision and generally
prefer the big picture. Who has used your solution to solve my problem?
Offer testimonials and incentives.
Persona IV: The Competitive B2B Customer
Competitive types are goal-oriented and looking for methods to completing
tasks. What can your solution do for me? Provide rational options,
probabilities and challenges.
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While space doesn't allow me to elaborate on the complexity of developing
the Persuasion Architecture® for your site, writing for both your right-brain
and left-brain influencers will help shorten the B2B buying cycle.
Resources: Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing
Bryan & Jeffrey Eisenberg with Lisa T. Davis.
