In last week’s blog, we talked about the importance of creating customer/buyer personas to drive better marketing outcomes—and what kinds of information you should include in those profiles. Remember, you’re digging deep to uncover basic data, as well as habits, interests and other preferences: This information helps you to create an avatar of your target customer(s). By speaking directly to this persona and addressing his/her needs or expectations, you’ll make a stronger brand connection.
So, where do you get that important data to build your customer persona(s)? Here are a few ideas:
- Conduct in-person interviews with your current customers.
- Survey your current customers.
- Survey your ideal customers.
- Dive into your business data.
- Research your Google Analytics website traffic.
- Engage in social media listening.
The goal is to put yourself in your customer’s shoes to create a detailed and accurate profile. And then, to use that information to your brand advantage by aligning your marketing plan to connect with your buyer persona(s). Here’s some examples of how you can put those personas to work to convert leads:
- Use social media channels that align with your customer’s habits (i.e. spend your time where your customer hangs out)
- Create brand messaging that speaks your customer persona’s language—and that also resonates with his/her value system
- Provide special offers that solve your buyer’s problems or add value to their lives
- Cater your content to your buyer’s preferences: Write blogs, whitepapers and ebooks and/or create videos that speak directly to the needs and interests of your buyer
- Co-market with companies or influencers that your customers like or frequent: Co-sponsor an event, feature them as a guest blogger, incorporate their product or service in your promotional campaign, etc.
- Use dynamic content on your website to speak directly to your target buyer
- Optimize your landing pages: Run A/B testing to see which CTAs resonate with your target customer
- Audit your existing content—make sure it speaks to your customer persona(s). If it doesn’t fit the model, update it or eliminate it altogether
Are there other ways you’re using customer personas? Share your thoughts with us on Facebook.