So you have completed the tasks needed on the first four pillars of branding (or are still working on them). You are beginning to see how the pillars are building the brand you desire. Your passion is growing and you are almost ready to launch your business. You are now ready for the final pillar: Buyer Personas. Buyer Personas are best described as your ideal customer. Defining these is an important task. It enables you to target the customers that will take you and your company the furthest the fastest.
In the last digital marketing trends blog, I discussed promotion tactics for inbound marketers.
Marketers are now using the rich data available from Facebook and Google to deliver relevant content to smaller, more targeted audiences.
Using this rich data is one of the latest inbound marketing trends and although it's great to reach more online users to increase conversion, it’s crucial to lay the foundation with buyer persona development.
Since 2006, inbound marketing has been the most effective marketing method for doing business online. Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.
To grow your business, it's essential to know your customers and understand their online and buying behaviors.
If your company's customer acquisition has slowed or plateaued, then creating buyer personas will help revive your lead generation strategy.
Creating an semi-fictional representation of your ideal customer will help your marketing team focus the messaging so it resonates with your ideal customer.
Learn more: What is a buyer persona?
Once you've defined your buyer persona, you need an engagement plan. It's not enough to know who your ideal customer is; now you have to reach them.
Here are a few tips on how to engage your ideal customer online, so your content — blog and social media posts — is meaningful and will actually convert visitors to leads.
How do you impress a prospective buyer and inform them that your products and/or services are the solution to their problems, needs, or wants?
It's probable that your sales and marketing teams gather to discuss this every meeting or at least monthly.
If you followed one of our previous blog, How to Close More Sales, you learned that one of the key principles for successful sales is to know and understand your buyer persona, your ideal target audience to whom you are trying to reach and sell your products or services.
Personas are created by doing an in-depth assessment of what makes your target audience tick. You understand what motivates them, their pain points, and have the solutions they need.
Once you have discovered and identified who is your buyer persona, or ideal customer is (relative to established market industry, marketing criteria, buyer persona building blocks, and your goals), then your marketing and sales team will have a customer-centric strategy that is synchronized and integrated to tend to the needs of a more qualified buying audience.
Rather than trying to reach anyone and everyone, your organization is trying to reach a specific type of persona. Learn how to choose the right persona for your business.
Having held several sales jobs in my career, a recent revelation has left me wondering how much more I could have sold, and how much more the companies I worked for would have benefited, if one important principle would have been added to the mix.
After all, more sales in a shorter amount of time are what take companies to the next level of success. My hope is that if you are an entrepreneur or business owner, I have your attention since business development is key to your growth. Please let me explain.
Each company I worked for provided training as part of their on-boarding process. Most of this training was focused on product knowledge and sales techniques, both important components to my success.
Topics: Buyer Personas
Without buyer personas, you can't develop an effective inbound marketing strategy.
An inbound marketing strategy without buyer personas is unintentional, non-targeted and pointless.
What is a buyer persona?
A buyer persona is a semi-fictional representation of your ideal customer. You can define your buyer persona using data about current customers, market research and even educated assumptions. Learn more
You might have also heard the terms target market or target audience, and they all mean basically the same thing.
Your buyer persona is your ideal target customer; the type of customer you want to do business with, and they're defined by demographics and their behaviors and motives.
Understanding your buyer persona(s) will help you build an effective inbound marketing strategy, create better content and, in the end, make work fun and easy going.
A buyer persona is a semi-fictional representation of your ideal customer. You can define your buyer persona using current data about customers and marketing research.
Buyer persona insight is the most important part of any online marketing strategy, especially inbound marketing, which is developed around buyer personas.
What is your online marketing goal?
- More website traffic
- Generate quality leads
- Increase engagement
Whatever your goal may be, the only way to find success is to understand who you're marketing to. Who is your target market? Who is your audience?
Without buyer personas, it's like driving without a compass, searching aimlessly for a destination you may never meet. Buyer persona insight gives you direction for your entire online marketing plan.
Topics: Buyer Personas
A brand promise is like a jump shot. Everyone has one, but few consistently deliver.
Like successful basketball teams, key components of an organization's brand can perform well provided there is sound strategy, hard work and chemistry.
What is brand promise?
The brand promise is an extension of an organization's positioning (promise and positioning are not necessarily the same thing).
- Who are we?
- What is our mission?
- What makes our company different?
While these questions are crucial to an organization's brand, there are even more important questions to address that will contribute valuable insight to brand development conversaitons.