Thanks to these different data, you will be able to publish content at the right time for and to the right person if your targeting matches your persona . Be careful though, it is important to vary the type of content (article, photo, video, computer graphics, etc.) and not to publish only what you produce. In short, 80% of the content coming from your monitoring and 20% of the content produced by you.

In previous articles, we mainly talked about the buyer persona and its interest. Today we’re going to focus on the negative persona , which is the people you don’t want to collaborate with (or don’t want to put in the effort to reach them). You have surely already signed a contract, but a few days later you regret it bitterly: the workload is disproportionate to what had been established at the base, your new client asks you at the slightest opportunity. If these cases speak to you, then it’s time to define your negative persona, to avoid this kind of mishap!

Why Define A Negative Persona?

Defining your targets (your buyers personas) means above all understanding them in order to know where to find them and write the content that interests them. This approach is not trivial, since clearly defining a target of choice will generate qualified prospects, which is essential in an Inbound Marketing strategy !

The main point of a negative persona is to exclude from your strategy all the customers who do not correspond to you. You will be able to focus exclusively on your buyer persona (your ideal customer) and no longer waste time with everything that includes the negative persona.

However, it should be noted that, like the buyer persona, the negative persona also requires in-depth work. You must ask yourself the right questions and this throughout the process that will be put in place to acquire your new prospects. You should also ask how users also will react to your brand and to the way you communicate .

The Causes That Can Lead To The Negative Persona

To tell the truth, the causes are varied, because each company has its own experience and its own experience with its customers . It is therefore almost impossible to establish an exhaustive list of these reasons. However, there are recurring or rather generic reasons, and that is what you are going to base yourself on to establish this very specific target. Here are three reasons:

It is a problem which is not new and which is as old as the world. If you don’t get along with a certain type of client, it is best to exclude them. This has a lot to do with the general atmosphere and the morale of the team on a daily basis. If you want your business to be efficient, avoid unnecessary conflicts !

Indeed, if you sell a product or a service which is not adapted to the general public for example, it is not necessary to have a generalist strategy (and vice versa). In this case, it will be necessary to specialize and target a niche market to be sure to hit the nail on the head!

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