Connecting between the Transactional Content and Buyer Persona

 


Connection between 

Transactional Content and Buyer Persona

When creating my buyer persona, I looked at competitors to see what kinds of issues, challenges they might be presenting, in order for me to determine how I might be able to solve those issues and thus, target those customers as well. I looked at Noode and NuZest, both New Zealand companies who manufacture healthy products similar to Nothing Naughty. In particular I noticed the following things:

Reviews from Competitors

  Screenshots of competitors Nuzest and Noode Reviews reflected poor shipping – a problem that Nothing Naughty does well. Also their reviews were just 5 stars but no comments, but Nothing Naughty had lots more comments and descriptive feedback. This could show that people buying from Nothing Naughty are more satisfied and therefore provide better reviews.
Screenshot of Noode Facebook reviews showing lack in quality of the product (Authors Own, 2021). Something Nothing Naughty could leverage off.

Competitor Profiles 

Screenshot of Facebook Competitor follower. When looking at the types of people following these pages, they are reflected similar demographics as Nothing Naughty.


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Link between Content and Buyers Journey

The types of content being posted on the Nothing Naughty Facebook page are of high quality and have a very professional look, which really reflects their overall brand. From a transactional point of view, having a strong brand presence is proven to increase the likelihood of consumers buying a product, because it has a level of trust and credibility (Pelau & Stamule, 2013). Therefore, the content source is highly relevant to my buyer persona as it meets her needs at each stage of the buyers journey by targeting the issues she faces in everyday life, such as: wanting to have sustainable packaging; not having enough time to make healthy snacks when on the go, or finding healthy food options for their kids (see screenshots).

These kinds of posts can have a direct impact on potential customers because it is meeting a need or desire of theirs, and helping to make their lives better in some way. Pelau & Stamule argue that when consumers feel a product can help make their lives better, they are more likely to convert into paying customers. It’s these reasons why I believe Facebook, Instagram and You Tube can be powerful marketing tools to convert new prospects into paying customers. 

Content that solves an issue at different stages of the buyers journey 

Screenshot of Facebook post targeting the awareness stage. Showcasing the eco friendly products (Authors Own, 2021). The content helps solve the buyers problem of wanting more sustainable options. 

Screenshot of Facebook post meeting the need of buyer persona pain point of needing healthy food ideas for buys mum with kids (Authors Own, 2021).

Screenshot of Facebook page post that shows how posts can solve a problem for people 'on the go' or needing quick healthy snack solutions. This kind of post speaks directly to my buyer persona at the awareness stage in the buyers journey (Authors Own, 2021).






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