Picking up where we left off in the first article… it’s time to name your buyer persona.
Your Buyer Persona’s Name
At the very core of developing effective buyer personas is the art of asking the right questions to the right people. Naming your buyer persona and attaching the persona to a human face will help your team visualize and communicate around a specific persona. The result is an improved capacity to visualize and empathize. It improves continued development and understanding of the buyer persona as a real person. Those who achieve the greatest successes in inbound marketing, do a fabulous job of mapping their offers, they write better blog posts, send more effective emails and promote the most compelling content (relentlessly) throughout the Internet.
Accordingly, your customer or buyer personas provide a communications platform about your buyer. Well-crafted buyer personas result in more leads and a more effective nurturing experience toward the decision-making process. Clarity and accuracy with your buyer personas will catalyze your marketing and sales strategies, resulting in more sales.
Intuiting Shifts in Behavior
It is so important to intuit shifts in buying behavior patterns. Buyer behaviors are shifting faster than ever. Adjust your personas and inbound campaigns in real time.
Buyer Personas Drive Marketing and Sales Strategies
Buyer personas drive your marketing and sales strategies. Developing buyer personas is more of a science than a guessing game. It’s more objective than subjective. Buyer personas are the qualitative and quantitative guiding light for every inbound strategy, content element, CTA, landing page and offer.
Marketers who rely on intuition to develop their campaigns and content, will always underperform. A campaign that misses the mark will cost you more than the best marketing team will ever cost you. Interestingly, studies reveal that organizations that leverage buyer persona insights gain a powerful edge in the market, outperforming their competition by a large margin.
How Do You Use Buyer Personas in Marketing?
Be a Problem Solver for Your Buyer
It has become clear as day that to win customers, you must excel at problem solving for your visitors and buyers. Even unconsciously, at every phase of the buyer’s journey, they are looking to you to improve the quality of their lives; to qualitatively and/or quantitatively make their lives easier and more convenient.
There is a plethora of documented evidence that a plain website with copied or unremarkable content and uninspired design has no chance of attracting your buyer, and attaining search engine rankings that will move the needle on new leads and new customer conversions.
Attracting Your Buyer to Your Website
A quality website is worthless if your buyer can’t find it. An easy first phase strategy could be to build credibility in the communities your personas frequently visit. Begin laying the foundations of trust in these communities, forums and platforms.
With so many social networks it is important to identify the channels your personas frequent and find value on. With a little research, you can make an informed decision about which channels to invest your time and resources in and in what conversations to participate.
If you let your highly researched, comprehensive buyer persona lead the way in understanding buyer preferences, needs and wants, there’ll be no more guesswork involved in developing a conversation with your buyers.
Creating Buyer Persona Centric Campaigns
There is no way to shortcut this process. You must meticulously segment your buyers and create strategic campaigns that target each individual buyer persona.
Start with your highest potential, most profitable client. Alternatively, you could start with the persona you know best. Create an entire campaign for that one persona. The lessons you’ll learn in the process of creating the first campaign will help you improve the quality and reduce the amount of time to launch the next campaign for the next buyer persona.
A campaign typically consists of the following: