So now that I've explained how a writer might use social media to access information, then it makes perfect sense to develop content that will reach your buyers - plural (as there are many more than you think.) This doesn't mean that you can't give your website a general message or impression. Brand identity and continuity is vitally important.
What we're talking about here is the fact that for any product or service, there are several groups of potential customers with particular profiles, or buyer personas. Take for example a vitamin drink. It's claim is to help with weight loss, increase energy, and promote well-being with natural ingredients. Now think of the different buyer personas. Mary, who's struggling to lose the last 25 pounds after her baby. John, a fitness enthusiast on a lookout for a health supplement, Mallory, a single mother who feels drained and overworked. Phil, a health nut who always does a thorough ingredient scan and research before buying anything that he ingests. Once you've discovered all of them, then take it a step further and "create" more buyer personas - create a demand.
What to consider once you've explored all the possible buyer personalities, is an editorial plan for each. Yes, it's time to start thinking like a publisher by reaching buyers with targeted content. It could be as simple as adding pages to your website, each with customized information for a particular buyer type. Develop a series of direct-to-customer news releases. Each one can focus on issues that you know your buyer might be interested in. Go further with a blog or online video channel to engage them even further.
Just like you don't ever see a magazine talking about itself, it's more important to provide your audience with what they are interested in - in the media that they prefer.
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