To drive sales to your business, you need to be sure that you are marketing to the correct audience. And as your customers change and grow you will also need to make changes and adjustments to your marketing techniques. One way to do this is to create a buyer persona. Having a target audience is great, but having a buyer persona will give your team a clear focal point to help them build the best marketing campaigns for your target customers.
If you’re unfamiliar with the term “buyer persona” it is merely a tool to find out more about your customer. It is a detailed representation that includes the ideal customer demographic background, hobbies, career, and personal interests. To find out about these details, you will need to do some in-depth marketing research on your existing customers. Here are some tips on finding the ideal buyer persona.
Collect Data
Find data on your buyer persona through your social media presence and website. Get the data on all of the emails they open and don’t open, which page of your site has the most clicks, and analyze the results of survey data. Each aspect of this data is a part of your customer’s digital behavior.
Use Google Analytics
Google Analytics is a great tool that will give you information about the activity on your website. It works for social media posts as well, it will track the movement of your audience and show you how your posts are performing. There are several other social media analytics tools available that you can use to analyze your social media presence outside of Google Analytics, including Quintly, Followerwonk, and ViralWoot.
Define the Buyer Persona
After you’ve collected all the data, you can now ask yourself who the customer is. Start by asking specific questions such as, “how old is the customer?” “What is her/ his salary?” “What does she value?” Once you have covered a list of specific questions, you can ask the broader questions like “who is the ideal customer?” This should combine all the answers you have found through the previous answers. Once you have seen the specific personality of your ideal customer, you can now market to them on a personal level.
Discover The Way Your Buyer Persona Finds Your Business
Now that you are aware of your ideal buyer persona you can ask yourself what brought your buyer persona to discover your business? Did they Google your business and find it through an organic search? Were they referred to by a friend? Or did they stumble across your social media presence? These details will help you to identify the marketing channels that will best serve you.
Once you have discovered your buyer persona, you can use this persona to personalize your marketing strategy. Not every customer you receive from your target marketing will be the exact match to the buyer persona. You will find that only aspects of your buyer persona match your audience, but the audience will nonetheless feel that you are directly addressing them because they fit at least some part of the mold. You can also create multiple buying personas if your product is broad enough to reach people in different age groups, occupations, and interests.
With this information, you can create targeted ads, personalized email messages, and blog content that they will be interested in responding to. Once you have reached your customers on a personal level, they will turn into loyal consumers of your product.
Not only will you be providing content that your buyer persona will want and respond to, but you can also begin to learn more about your customer and their buying process. Once you have found what triggers their purchasing decisions, you will see an instant improvement in your inside sales. And at the end of the day, the most important thing is making a purchase and providing your customer with the items that they want and need.
