5 Ways to Get to Know Your Customer and Be a Conscious Leader

Friday, September 28, 2012 by

If you're in business, you should know your current customers. Sounds like common sense, right? Believe it or not, many companies cannot clearly identify their buyers. In fact, in a perfect world, you should know them by name. One of the best ways to be a conscious leader is create a buyer persona that defines the person behind who your product or service is trying to reach. A buyer persona is not just another marketing buzzword, but a useful and strategic tool to help you connect with your audience and develop lasting, more meaningful relationships.

A buyer persona exemplifies the real person you need to influence and is developed from research and conversations with actual customers.  It enables you to determine your potential audience to target marketing efforts toward this specific group.

Once you really get to know your buyer, like where she shops, what she eats and what she does for fun, creating content that speaks to her will be as easy as talking to a good friend. You’ll feel like a proud parent when you’re done creating this wonderful person, so give him or her a name!  Are they a Jane or a Jade? Don’t forget to name your different personas to really bring them to life.

Here are some simple steps to create a buyer persona who wants to follow your lead:

1.     Find out the Facts.

Finding out specific demographic information about your buyers will help you visualize who they are and create a realistic picture about their needs, wants and goals.

  • Are they male or female?

  • How old are they?

  • Are they married?

  • Do they have kids?

  • Where do they live (city, suburb, rural)?

  • What’s their education level?

  • What is important to them?

2.      Understand their Daily Life.

Now that you know the facts, put yourself in their shoes. Knowing their habits, lifestyle and daily activities will help you create a consistent message about why your product or service is useful and how it positively impacts their daily life.

  • Do they work?

  • What do they do for fun?

  • What are their hobbies?

  • Where do they shop?

  • What music do they listen to?

  • What do they read?

3.      Discover their Challenges and Needs.

Businesses in the LOHAS marketplace understand that it’s not just about selling products or services, but solving problems and fulfilling needs. How does your offer help solve a problem in your buyer’s life? Get specific about it. For example, if you sell organic coffee beans, think about how your beans meet your buyers desire to be healthy.  Create messaging that speaks to the benefits that your organic coffee has on a person’s health rather than how your beans are the “best” or “most unique” beans out there.

4.      Identify How they Search.

Understanding how your buyer finds and consumes info is essential to being found by the right audience. Do they search in Google? Are they active in social media? If so, are they more likely to spend time on Facebook, Twitter or Pinterest? Do they ask friends and family for referrals, or read online reviews from consumers?  Do they read industry blogs? Do they attend LOHAS conferences? Once you know how they find information, you can focus on reaching them in the right channels.

5.    Say Hello!

Now, take a look at all the information you’ve gathered. Chances are, you’ll have a clear picture of your ideal target audience. Once you know whom you’re speaking to, don’t forget to say hello! It’s easy to have a conversation with your customers thanks to social media. Make it a priority to spend several hours a week just being human and talking to your audience through social media channels.  It’s also a great way to ask direct questions to get authentic feedback about your products and services.

As a content marketing agency, we work with entrepreneurs and busy marketing directors who are passionate about what they do, believe their brand story is worth telling and care about building meaningful relationships with their clients. Let us know how we can help you!

Why it’s Important to Recycle Your Content

Sunday, February 5, 2012 by
If you’re reading this blog, there’s a good chance that your corporate culture doesn’t see plastic bottles and paper bags as disposable items with a limited shelf life. You wouldn’t toss a soda can into the garbage or throw a milk jug in the dumpster. So why would you spend valuable time and effort creating purposeful, inspiring content and let it go to waste? Like all good products, the content you develop can have a second life. Be a conscious leader and recycle your content too.

3 Reasons to Recycle Your Content

  1. Increase Engagement – Everyone connects differently. One customer might prefer reading blogs while another lives for Twitter.  Reusing your content helps you connect to people where they are and increases the chances that they’ll see the information and take interest.
  2. Improve SEO - Search engines love new content and continually scan your website for updates.  Repurposing content lets you increase your web pages as information flows from an e-book to a landing page to a blog post. It also gives you the ability to send keyword rich links back to your site as you publish the content to different platforms.
  3. Reduce Clutter – Nobody likes waste.  Don’t churn out useless or uninteresting information. Invest the time and resources to develop several solid pieces of content and recycle them.

3 Ways to Recycle Your Content

Businesses create content for many reasons (to inform, educate, engage, get leads, etc.). But, a single piece of content should never be just that. Ecological thinking applies to content too.

  • Reposition a Presentation - After giving a presentation, write a blog post highlighting the key messages, and post the presentation on Slideshare.
  • Recycle an e-Book – After you publish an e-book, break the chapters out into a series of blog posts and share them through social media.
  • Repurpose a Press Release – After submitting a press release, write a blog summarizing the news and repurpose it once again in an e-newsletter.
The Content Life Cycle


Content can and should be repurposed, repositioned and reused.  Just remember to customize your recycled content for each audience. Let your content come full circle and take on a new life of its own.  


To see an example of recycled content in the making, check out the original post on our content marketing blog.