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Create Compelling Content Through the Use of Buyer Personas

The AEC industry utilizes a very individualized relationship-driven sales process. Our industry has a much more intimate relationship with clients, however tend to focus their website copy, marketing materials and e-mail marketing strategies on generic topics that bore their market rather than engage them.

In an industry so relationship-driven, why can it be so difficult to connect with clients on a deeper level on-line?

Many times, marketing teams write content in a form that highlights the goals and agenda of their company, but not actually from the perspective of what the buyer truly needs. Sure, we can always assume that our clients need EXACTLY what we are marketing that day- but how can we know that with confidence unless we dig a little deeper to understand their needs underneath the surface.

Meet Your New Buyer Persona

Your Buyer Persona is the personality that exudes your brand. It may represent your top client’s personalities, demographics and mindsets. It is the energy that you refer to whenever you need to create compelling content to reach your audience. It is your ticket to presenting your brand in such a way that when prospects visit your content, they feel as though you read their minds.

When you craft your Buyer Persona, you want to take into account the following factors:

  • Age
  • Income
  • Desires
  • Daily stresses
  • Occupation
  • Work life
  • Family life
  • Intrinsic goals
  • Give them a name
  • Describe their experience & expertise
  • What is their attitude?
  • What are their emotions?

When you put pen to paper, the key is to tell their story as if they are telling it to you. Make them a real person. Describe what it is they need and how your company can solve their issue.

Humanize Your Target Market

Meet Jeffrey. He is the Buyer Persona for a large Architecture Firm who specializes in high-end renovations for healthcare facilities, municipalities and educational institutions. Only 42 years old, he serves as the Director of Facility Management for a large local hospital and has been tasked to choose an Architecture firm to create the specifications of their latest renovation; which will include 700 new patient beds over 6 new floors.

Jeffrey has a wife and two kids, works hard, and values a strong relationships. He is loyal in both his business interactions and family life, and conducts his due diligence prior to making a decision. Even though it takes him quite a bit of time to make a decision, he knows that it is time well spent.

It is very important to Jeffrey to look good in front of his colleagues and superiors, which is why he pays such strong attention to details. With a decision this size, he needs to make sure the proper research is complete and looks for a company that not only has a great reputation, but can provide case studies and other educational information to help support in his research methods. He also understands that with the increasing pressures of healthcare to keep costs down to drive higher profit margins, that energy efficiency, time to project completion and adhering to a budget are all key factors.

Why is a Buyer Persona Important?

In order to drive leads to your sales team through inbound marketing methods, you need to inspire and connect with your website visitors. In order to do that, you need to use their words and connect with them in a way that no other company can.

Buyer Personas provide you a face to your target market. They help you understand your market’s REAL needs and give you the inside scoop on what makes them tick.

Your Buyer Persona serves as another colleague in the room who speaks for the customer. When your team is stumped for direction of your brand, you can take a step back, visit your Buyer Persona and ask, “What would they want in this situation?” You would be surprised how easy it is to find an answer and craft compelling content when you place yourself in their shoes.

Take Action

Have you ever taken the time to craft a Buyer Persona for your company? Do you think your content could be stronger and more engaging if you described the personality of your brand in the form of an avatar?

If you are ready to take the next step in your marketing strategy, then reach out to Smartegies for an in-depth conversation to discuss your situation.

Visit us online at or give us a call at 770.807.0026.