Know your audience: develop buyer profiles

     Develop a profile of each persona’s typical online behavior. You know who they are and what their needs are, now think about all the ways they research a potential purchase on your site or on others. Here are suggestions of the questions you should ask:

• What do they do online? Do they read blogs? Are they active on Twitter, Facebook, or other social networks? What kind of search terms do they use? Are they email newsletter subscribers?
• What kind of information do they tend to consume online? Educational pieces? Trend articles? Interactive tools like calculators or worksheets? Do they watch videos or listen to podcasts?
• Which of your products do they spend the most time researching? How do they use those products?

     The result of this process should be a detailed description of your personas’ demographics, needs, and behavior. The more detail you pack into your persona development, the easier it will be to create content for each of your target customers and to know where to promote that content.

     Source: A practical guide to killer marketing content (HubSpot) e-book