Let us give it to you straight: Buyer personas bring success to your marketing campaign. How so? This snapshot of your customers enables you to send targeted communications — and, get reads on email campaign, generate leads from social media campaigns and increase conversions.
The consumer world is changing. Gone are the days when customers wanted to know about you. Today’s consumers want to know what you can do for them. Understanding your customer base before creating your marketing materials allows you to adapt to this change.
Check out these three ways buyer personas relate to your marketing campaign:
A sea of consumers exists on the other side of the computer screen. Trying to sell your product to all of them spreads your efforts thin and fails to get results. There are simply too many needs and problems for a one-size-fits all solution.
Buyer personas, based on the data provided by your current customers, narrow the target. Looking at demographics, goals, media preferences and buying behavior identifies your ideal customer. This information gives you data-supported insight, not opinions, into meeting consumer needs, creating relevant content and following up effectively.
Furthermore, consumers want to know you care about their pain points. They want to see you invest in providing a solution. In fact, 79 percent of them look for this consumer interest before purchasing. And, 88 percent choose businesses which rise above competitors in meeting expectations.
Tailoring your marketing strategy to your buyer personas meets this need. Personally relevant content increases a buyer’s intent to purchase, according to 78 percent of consumers. And, personalization builds trust in your brand and relationships with your customers. Using this information along the sales funnel generates loyalty.
By focusing marketing strategies, creating loyal customer relationships and more, buyer personas help you wisely invest your marketing dollars and increase return on investment (ROI). Taking the guesswork out of your marketing also saves you time.
For instance, targeted marketing strategies keep you from spending money on people who are unlikely to purchase from your company. By focusing on your buyer persona or ideal consumer, engagement and conversion rates improve. Therefore, ROI increases. This is incredibly helpful when online marketing campaigns like Facebook Ads, Google AdWords campaigns, or any social media campaign for that matter.
By identifying your buyer personas, you’re able to segment your email campaigns to create a personalized message for the email campaigns you plan to run. Creating segmented campaigns allow you to speak directly to your buyer instead of to a large spectrum of people. This way you know exactly what imagery they want to see, their buying habits and what language to use.
These same tactics apply through automated email marketing. Through drip campaigns you can segment your customers based on their buying patterns. Since you understand the reasons why they say yes, your messaging will apply to their needs. This type of email marketing can turn current customers into raving fans.
Plus, every returning customer yields greater profits. Marketing to an existing customer base costs less than generating new leads. And, revenue increases as return customers prove to shop more often and spend more money on each purchase.
Through our parent company, Virteom, we offer a buyer persona journey. Virteom’s buyer persona exercise helps you understand your analytics and how to best use them. Get your team on the same page and reap the benefits of buyer personas — contact us today.