Have you ever posted something on social media or written a blog post and pushed ‘publish,’ just to hear crickets? You’re not alone. And that’s why today, we’re discussing how you can attract the right audience to your website, social media platforms, and your other content marketing campaigns.

Your “right audience” is called your buyer persona (among other things). These are the people you want to target when creating your content. It’s important not to try to appeal to everyone; you can’t do it. There’s a great rule of thumb in marketing: when you market to everyone, you market to no one. 

Know and understand YOUR audience, and you’ll be able to connect with them. Easy, right? With some good knowledge and insight, it definitely is. 

Let’s get this discussion underway; hit the link below and have a listen. 

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Show Notes

  • 00:02:27] What is a buyer persona? There are many names that equate to buyer persona, but they all mean the same thing: target audience. Without knowing your target audience, you don’t know how to appeal to them.
  • [00:04:29] Can I add to or adjust my buyer persona(s)? Yes, please do. You can create more than one buyer persona (and should) and direct your content toward them all. 
  • [00:06:58] What questions do I ask to determine my buyer persona(s)? There are several, and they’re all good ones!
  • [00:08:29] What actions should I take on my website and social media platforms to appeal to my buyer persona(s)?  Review your website and social platforms to ensure all images and wording correlate to your target audience and adjust your social media campaigns as necessary. 
  • [00:09:30] Do you have any free classes to help me improve my clinic’s online presence? Why, yes, we do. Check out our course, Five SEO Secrets to Owning the First Page of Google Without Buying Ads.
  • [00:10:37] Want to suggest a topic or guest? Please do so! I’m up for a challenge!

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Full episode transcript

Hello, is anyone out there? Have you ever posted something on social media or written a blog post and pushed ‘publish,’ just to hear pure crickets? Well, on today's episode of Propel Your Practice, we're going to talk about how you can attract the right audience to your website, social media, and other content marketing campaigns.

Welcome to the Propel Your Practice Podcast. I'm your host, Darcy Sullivan, with Propel Marketing & Design

Propel Marketing & Design is proud to host this podcast. At Propel Marketing & Design, we help chiropractors, acupuncturists, physical therapists, wellness practitioners, and other clinic owners improve their website rankings. 

Well, before we get started with today's episode, I want to take this opportunity to invite you to check out our free training called Five SEO Secrets to Owning the First Page of Google Without Buying Ads.

You can find the link to sign up for this free training by visiting the show notes of this episode or by visiting propeyourcompany.com/learn

All right, on with today's episode.

Like a moth to a flame, we want your website and social media to attract your target audience. And that's what we're talking about in this episode of Propel Your Practice.

One of the number one rules of marketing is: when you market to everyone, you market to no one. This is why clearly identifying your target audience is so important. It makes it easier to come up with your content marketing plan and come across as being more authentic.

In today's episode, we're going to talk about the questions that you need to ask yourself to help you identify your ideal patients.

For the sake of today's episode, we're going to refer to your ideal patients as buyer personas. What is the buyer persona? This goes by many different names, customer avatar, ideal customer avatar, customer persona buyer profile. Target customer, target patient, ideal patient. Whatever you want to call it. 

The buyer persona represents your perfect ideal patient. They love working with you or purchasing your products or services.

Buyer personas are fictional characters based on real data about customer demographics and online behavior. There’s educated speculation about their personal histories, motivations, and concerns. Most companies have between one to seven buyer personas that they try to target.

We're going to go through an activity today where we ask questions to help us identify these buyer personas. Now, why is this so important?

Well, again, when you identify your target audience, it's going to make it easier to market to them. You're going to come across as more authentic. You're going to know their pain points. And you'll identify how your services are going to answer their problems. 

So, let's look at an example of this. 

Let's say that you're a chiropractor and you're just starting out with your clinic. And your ideal client might be somebody who's healthy, that wants to focus on sports performance and get to the next level. But right now, the people that are walking through your door aren't that audience. The people that are walking through your door for the first time are suffering from back pain.

Well, it might be time to recalibrate or readjust and add different buyer personas to your business. So, one buyer persona might identify the target audience that you hope to attract, and another buyer persona might identify and help you to grow your current audience- people that are currently having the pain, currently suffering from back or neck pain.

We want to clearly identify who each of these audiences or segments are. And then we're going to be able to talk to them in a way that’s so much easier. 

You know, I get questions all the time about people that struggle to write blog posts or put together social media content, or even put content on their website. And once they go through this activity and they've got a clearly defined buyer persona or multiple clearly defined buyer personas, it makes it easier. 

Because, instead of talking to someone who's between 28 and 35, and lives in a specific area, instead, they're talking to John, who is 38, has two kids, lives in Naperville, has an education level of a graduate degree, spends his time on social media, mainly in the evenings, on Instagram, cares about his kids a lot, and spends a lot of his time, maybe coaching his child's soccer team and his back pain is due to work-related injuries along with picking up and playing with his kids. 

Now it's going to be so much easier to identify how to connect with him on social media. What images to use, what kind of blog posts you should write. Right? Because you're talking to one person. Sitting down and visualizing this one person. When you go to write a blog post, it’s a million times easier than trying to write a generalized blog post. 

So, let's go over the questions you should ask when you're trying to clearly identify your buyer persona.

We're going to go through these kind of quickly. But I'm going to include a link in the show notes to a downloadable we have that will walk you exactly through this process. 

All right. So you want to identify their background and their demographic. Their family, their relationship status, their gender, age, income, where they live.

You want to identify their goals. You want to identify their hobbies and interests. Their challenges and pain points. And their sources for information. Do they go to websites? Do they go to specific blog posts, specific social media platforms? Do they turn to specific gurus?

And what is your solution to help them reach and achieve their goals? What can you do to help them overcome their challenges? 

This should be the cornerstone for your content marketing and SEO plans. Once you have your buyer personas identified, and you've gone through this exercise. You want to make sure that you bring this to the core of your marketing campaigns.

At the very most basic level, having identified these buyer personas is going to help you identify and create content and messaging that is going to appeal to your target audience.

You'll want to review your website and make sure that the images and the wording on your website directly correlate to this target audience. And you're going to want to relocate your social media campaigns and see if you're on the right channels based on the information you've gathered. This is also going to allow you to be more personalized and authentic with your messaging.

I just want to leave you with this thought- you've already put so much time and energy into your marketing campaigns; we don't want to see them fall on deaf ears. By developing these buyer personas, you can plan for marketing success and make sure that your marketing efforts don't go to waste.

So, I'll include the buyer persona template and downloadable in the show notes for this episode. Thanks for spending your time with me today.

Oh, hey, before we head out, I want to invite you to join in on a free masterclass I put together, the Five SEO Secrets to Owning the First Page of Google Without Buying Ads.

You can find a link to sign up for this free master class and the show notes for this episode or by visiting propelyourcompany.com/learn.

During this workshop, we do a deep dive into strategies to help you improve your online presence. Including your Google Business Profile (that's what used to be called the Google My Business listing) and what controls the Google Maps section. Along with how voice SEO plays a big role in today's search and where you should be focusing your efforts online for the biggest impact. 

All right, well, that's it for today. Again, you can join the masterclass by visiting propelyourcompany.com/learn

And if you have a topic that you would like to hear on an upcoming episode of Propel Your Practice, please send it in by visiting propelyourcompany.com/podcast-topics or look for the link in the show notes. 

Thanks so much for your time. I'll talk to you soon. 

Darcy’s SEO strategies are easy to implement and effective. She’s the #1 SEO expert I refer to whenever I need help with my rankings.


- Nicholas Scalice, Growth Marketing Podcast // Growth Marketer

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This episode of the Propel Your Practice Podcast is brought to you by Propel Marketing & Design. Propel Marketing & Design helps Chiropractors, Acupuncturists, Physical Therapists, Wellness Practitioners, and other clinic owners improve their website rankings.

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