Creating Buyer Personas For Maximum ROI

 

Creating Buyer Personas For Maximum ROI

Most businesses have multiple buyer personas, with each one describing in detail what drives them to buy their product or service. For example, the person’s age, location, job title, goals, and challenges face. Buyer personas are key to ongoing marketing success. Understanding all these is just one piece of the puzzle to developing an effective marketing funnel.

To develop buyer personas, you can interview customers, prospects, and your competitors’ customers. You can check this out with your sales team, customer service representatives, or anyone else in your company that has direct contact with your customers to get more information about their thoughts, feelings, and behaviors. You can also conduct surveys with your current and prospective customers online, by phone, or by mail.

As you interact with them, ask as many open-ended questions as you can. The secret to creating effective buyer personas is diving into conversations. From these discussions, you can identify common themes and you can use these themes to group customers into segments that will become your buyer personas. 

Once you’ve collected all the information needed, you can create your buyer personas, which will become your marketable consumer segments. Your email marketing, copywriting, ad placements, content marketing, and social media marketing will be more centered on which personas you’re speaking to and where they are in the buying cycle and the marketing funnel. 

Clearly, the messages for the teen girl’s buyer persona will be much different from a mature male’s buyer persona. You got to speak to each buyer persona in their preferred language and tailor your content and offer to them appropriately or your results will not be good. As you develop your buyer personas, be careful to avoid common segmentation mistakes. 

Effective market segmentation is not a once-done and finished activity. You need to continuously analyze the segment and update it accordingly to ensure that it is still valid. You also need to be careful not to create segments that is too broad or they won’t be of much use. 

Also, don’t get yourself lost with information overload. Getting lost in the data might cause you to overlook important details and this could prevent you from moving forward. Finally, don’t let the size fool you. Just because a segment is the largest doesn’t mean it will be the most profitable.

Integrating All These Together For Email Marketing

Thinking about how email marketing can align with the marketing funnel and consumer buying cycle as well as how you can make your messages more appealing to recipients by leveraging on buyer personas. Rather than sending a message with let’s say a 20% discount to a wide range of audience at the top of the funnel, who may not be buying, you should save that message and send to those people at the bottom of the funnel who need that extra push to buy. And for people at the purchasing stage of the consumer buying cycle, you should be sending them videos and testimonials instead of just messages. 

Similarly, rather than sending generic comparisons table to consumers at the bottom of the funnel who are ready to make a purchase decision, you should send tables that are customized to each person’s buyer persona. It is highly likely that different people will be motivated by different features and benefits. 

Your conversion numbers will go up if that comparison table is tailored to each person’s physical and emotional needs.

That’s all for now, my friends. See you all in my next article.

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