Happy Thursday! If you are looking to become a master in the world of inbound marketing, then today’s mashup is perfect for you. The profile of your ideal buyer is information that your business must know in order better your overall sales and content strategies. Keep reading for some great tips on how to build your buyer persona(s) to better benefit your business!
3 Things You Need to Know to Develop a Buyer Persona Successfully by Josefina Casas
Understanding your buyer persona is likely the most fundamental aspect of building lasting relationships with your customers. Before you actually produce any online content, knowing who you are targeting and what their needs or goals are, will allow you to succeed in converting them from customers to leads. Follow Casas’ thorough walkthrough of three essential things to know to develop successful buyer personas.
“It’s essential to understand that the buyer person (BP) gives us a great backdrop and lots of insight that’ll help align the efforts of different areas or aspects of our business focus. It’ll also add coherence to decisions related to product development, marketing strategies, communication operations, sales messages, brand message.”
5 Ways to Use Buyer Personas by Amanda Clark
So, you’ve made your buyer personas, now what? The obvious implication of having this information on your prospective buyers is that you can serve them better. But in what way? Amanda Clark gives us the 5 ways you can use buyer personas to make the most of your marketing efforts.
“Sending out an email newsletter is less effective when you have to address it with an anonymous “you,” or when your message can’t be targeted to address the specific needs of your clients—but when you can talk to specific groups instead of the general consumer population, it makes your message sharper, clearer.”
So you have your buyer personas developed and have integrated them into your inbound marketing strategy. The money should start just rolling in, right? But what if it doesn’t? Here is how you market to your buyer personas in different stages of the buyer’s journey and what you can improve to tackle those low conversion rates.
“To be successful with inbound marketing, you need to create a content package that fits each major stage in the buying cycle. For best Top of the Funnel (TOFU) results, you need one or more educational offers. For best Middle of the Funnel (MOFU) results, you need to create an Engagement Offer. And finally, for best Bottom of the Funnel (BOFU) results, you need to develop a Sales Offer. These three offers help potential buyers trust, understand, and get comfortable with your company.”
Bonus Infographic: “The Science of Building Buyer Personas” via SingleGrain
“When TV Marketing was king, advertising was a best-guess practice. Now, thanks t robust data-collection capabilities and direct lines of communication with customers, knowing your audience is a simple matter of asking. Here, we explain how to turn that raw digital data into valuable insight that will inform your efforts and improve operations.”
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