The Ultimate Guide to Defining Buyer Personas in your Digital Marketing and win more Business
Buyer profile + buyer insights = all the information you need to cultivate leads, conversions, and sales.
That’s the equation the most successful digital marketing companies have used to plan campaigns and create content. Engaging your target audience is a necessity to any sort of success in business. A buyer persona is where this starts. ‘Buyer personas’ represent different segments of your customer base, identifying their needs, lifestyles, and how your products or services solve their problems.
The first step in the ultimate guide to buyer personas is one has to invest in doing the necessary research to understand their audience. Identify who they are, what they want, and the types of products they’re looking to buy. Launch surveys and polls if you have an existing customer base, interview customers one-on-one if you have a brick-and-mortar location, and/or look at your competition’s clientele to see where customers are coming from.
As an example, personalized email marketing campaigns produce 18 times more revenue than non-personalized ones. The better you know your customers, the more effective and successful your digital marketing will be. Another key to creating buyer personas is to evaluate analytics. Your website already has so much data in it, such as where your visitors are coming from, use keywords, where they bounced, and how long they stated on site. This information will also help in understanding your clientele and the buyer personas you’re about to build.
After you have some idea on your buyers, now it’s time to create a template for your buyer personas for digital marketing. On a template, you’ll want to include a persona name, their profession and details of their role, age, gender, salary or household income, location, size of family, education level, any goals or challenges they have personally or professionally, values, common objections you’ll run into during the sales process, and what your elevator pitch to them would be.
This is just a starting point for the sorts of things you want to know about who your customers are. Additional details can also be helpful in targeting your efforts. Things like hobbies, favourite websites, preferred news sources, and most used social media have value. If after all this, you’re wondering why you even need to put in the work to arrive at a buyer persona, here’s why. It’s provable in the results.
Numerous companies have seen big sales increases from the benefits of buyer personas. The low budget travel company JetBlue saw social media increase by over 74 percent when they employed buyer personas. Others have seen engagement on email marketing improve, video and social sharing increase, and ultimately more sales and revenues. At the end of the day, investing the time to care about who your customers are and finding out about their stories is a strategy to be more successful on every front. Customer service, sales, leads, conversions, engagement, clicks, likes, shares, etc. – it all goes up!
Are you ready to improve your digital marketing in Toronto? Give Unlimited Exposure a call. Our expert marketers, social media team, and copywriters will help you engage and convert users employing buyer personas in the process. Creating buyer personas for a company will help them grow, evolve, and manifest long-term success. Get results!
