Marketing: Understanding Your Buyer

with Pamela Muldoon

Pamela Muldoon, Content Strategist, joins host Anne Ganguzza for another episode of VO Boss! Today’s topic: Understanding Your Buyer. Learn what a Buyer Persona is and why developing them for your marketing is critical for developing successful target market content. Learn some key questions and areas to consider when creating your personas and use this information on your next content marketing campaign!



Takeaways

Quick Concepts from Today’s Episode:

  1. What exactly is a Buyer Persona and why should I care as a VO talent?

  2. Though you are a professional voiceover talent as a profession, if you are in business for yourself, you are also a marketer.

  3. Learn Hubspot’s definition of a buyer persona.

  4. A Buyer Persona is not a stereotype, but a 3-D representation of an actual person that represents your Ideal Client.

  5. Get specific! Age range demographics need to be defined due to the multiple generations in the workplace today!

  6. Buyer Persona work applies mainly to such non-union genres as eLearning, corporate narration, explainer videos, and government contract opportunities.

  7. Marketing your demo to business buyers vs. an agent or production house is very different. Be sure to modify your marketing to your specific audience.

  8. Doing a Day In the Life exercise when developing your personas will help you better understand how your Ideal Client spends their time and then allows you to better map your marketing to fit into their lifestyle.

  9. You may have to create a separate Buyer Persona for each of the main genres you want to market to as part of your business?

  10. Key Questions: What are they goals or triggers your Ideal Client is experiencing that would require your solutions ie: voiceover? Knowing what triggers your client to need you will better help you create content and/or marketing that makes sense.

  11. Persona work parallels performance; when performing a script, the first question you should ask is “Who am I talking to?” and then “What is their pain point I am addressing?”


Referenced in this Episode

Direct links to things we brought up ++


Check out Pamela’s Website
Recorded on ipDTL
Awesome editing by Carl Bahner

Transcript

>> It’s time to take your business to the next level, the BOSS level! These are the premier business owner strategies and successes being utilized by the industry has top talent today. Rock your business like a BOSS, a VO BOSS. Now let’s welcome your host Anne Ganguzza.

Anne: Welcome, everybody, to the VO BOSS podcast. I’m your host, Anne Ganguzza, along with my extra special guest cohost Pamela Muldoon. Woo-hoo! Pamela!

Pamela: Hey Anne!

Anne: How are you?

Pamela: I’m super fantabulous.

Anne: Alright.

Pamela: I’m doing great.

Anne: Fantabulous is good. [laughs]

Pamela: It’s a good word, isn’t it? We don’t use it enough. [laughs]

Anne: Fantabulous is amazing. Well fantabulous, speaking of fantabulous, Pam, you’re fantabulous.

Pamela: Aww.

Anne: I’m telling you, I keep going back. I literally have like your bio in front of me, and I’m just like, the top 50 women in content marketing. And one of the 20 women to watch, I love that, 20 women to watch, from the Sales Lead Management Association. So with all that good stuff, Pam, I want to talk today a little bit about buyer persona, because I think buyer persona is something that’s very, I don’t know, vague, and –

Pamela: Yeah.

Anne: – ill-defined, or maybe it’s something that as voice talent, we don’t always think about. What’s a buyer persona? Why do I care about a buyer persona, and how does it matter for me and my business? Because I’m selling voiceover. [laughs] What does a buyer persona have to do with that? We should talk about that.

Pamela: I think we should. You know, we just, part of this is the evolution of where we are as a marketing person. Let’s face it, at the end of the day, we might be a voice talent, voice actor, but if you’re in the business of being in business, you’re also a marketer, end of story. And I would even say that you know, for every – it’s great when you can get a big percentage of your time building your business, but you still have to go back to the hustle which is the marketing piece. Right? You’re always constantly kind of thinking or working through this process. So when I, in our previous episodes, we chatted a little bit about being more specific, right? The more focused we are, the more positive results we should achieve. When I talk about a persona, it goes beyond just demographic of a person, right? This is – as a matter of fact, Hub Spot has a really great definition that they’ve been using for a number of years, and it still, I think, holds true. Basically their definition is a semi-fictional representation of your ideal customer, and this is based on your own market research and also data about your existing customers. So there’s a lot of important elements that you have to consider when you’re developing your persona, and that’s what I’m hoping we can spend a little time kind of walking through some of that today.

Anne: Give that back to me again. So that is a semi-fictitious representation –

Pamela: A semi-fictional representation, yep. So a semi-fictional representation of your ideal customer.

Anne: Of your ideal customer. Okay, I have a question though.

Pamela: Yeah.

Anne: Is that just a pretty way of saying a stereotype, or is this – how is this different from what I think people perceive to be stereotypes in marketing, just in general? Like I’m sure you get that question a lot because –

Pamela: Yeah, that’s a good question.

Anne: Where does all that come in in terms of advertising? We get hired for our voice from people who are buying, right, the buyers, and the clients, and that’s where this whole thing starts.

Pamela: So where the stereotype falls away is when you get very specific. I call it a three-dimensional process. You’re creating a 360 degree version of a person.

Anne: Okay.

Pamela: Where a stereotype is not that, right, a stereotype is, it’s very surface.

Anne: Two dimensional.

Pamela: It’s surface driven. Yeah. So when I talk about being three-dimensional or 360 degrees, it means you’ve talked about, are they married, do they have kids – you really start to get to know them. You think of an actual human being that buys from you, and you start to create the – that person represents basically all of your clients in that specific persona. So we’ve talked in the past like from the government contract work, right?

Anne: Sure.

Pamela: So there’s a specific buyer, right, a government buyer that’s a persona. Now the end result may be that they’re purchasing you to voice e-learning curriculum. And there’s another production house that’s hiring you to do e-learning curriculum. So the end result may be the same, but that person or persona is different, right?

Anne: Completely different.

Pamela: Completely different. And that’s that 360 degree or that really kind of three-dimensional conversation. The nuances that make that person more than just a producer but someone who is actually going to purchase for a very specific purpose. Does that make sense?

Anne: Yeah, so within those 360 degrees, do you have specific criteria that holds true within every single buyer persona, for example, male, female, or whatever gender, whatever, or maybe not, right? [laughs] Maybe not gender.

Pamela: Yeah. And there’s some things that have to be a little blanket.

Anne: Okay.

Pamela: So what I mean by that are yes, you definitely want to know your atypical demographic information from back in the day, right? What’s the age range? And this becomes supercritical, guys, because of our different generations out there. Right?

Anne: Absolutely.

Pamela: So what’s the age of this, again, general person, and sometimes it’s an age range of 35 to 45, or 28 to 40. And that’s okay. You can kind of leave it there, but that makes a difference because if they’re over 60, we’re going to have a different conversation. If they’re under 25, we’re going to have a different conversation, right? As a general rule, this person tends to fall between the ages of 35 and 45, for example. Okay, great. I still struggle with clients today. They’re like well, that depends. I know it depends. It always depends. Every scenario is specific, but what we want to do is get to a point where we feel really confident that we’ve actually created a persona that’s maybe 80% of the time the person. If you get somebody else from a different gender, that’s fine, but I guarantee you the goals, the triggers and the pain points will probably still be the same.

Anne: Well, I would think that you can have different products for different, different personas, right?

Pamela: Absolutely.

Anne: And with our voiceover business, right, we can actually market to different age groups if we happen to have different voices that suit them. What else is interesting, you can actually see it when companies are starting to market to different demographics or different personas. For example I remember very distinctly, and I talk about this all the time, if anybody has been listening to the podcast for any length of time, I talk about Cadillac. Cadillac a few years ago made a very distinct switch in their voiceover choice from a male voice that was older to a very young female voice. And my only thought was that they were trying to capture a different market at that point. I think that’s common for companies to do that, because typically you’re going to be a voice in the same peer group that will purchase the product.

Pamela: We see this all the time on specs when we get the copy, right? Or when we get the audition information. Though I will say the word middle-aged [laughs] tends to be very subjective. Excuse me? [laughs] Not that I’m taking personally, Anne. However.

[both laugh]

Pamela: It’s just – or senior, you know, we’d like a more senior person aged between you know? 50 and 55. Like what, what? What’s going on here?

Anne: I got one of those the other day and I was like, what is my agent thinking? Really? I was trying not to be personally offended that th