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The following is an excerpt from IMPACT's popular ebook, "The Ultimate Guide for Creating Profitable Buyer Personas." For more expert tips on researching your company's buyer personas, be sure to check out the full ebook.
Looking into who your buyers are isn’t only important when you first open your business; it’s important to continually keep yourself updated on who’s buying from you and why.
Below are some of the most effective ways that we at IMPACT help businesses identify their buyers and create stronger, more targeted marketing plans that help convert leads and customers:
Forms can tell you a whole lot about your customers, and, depending on where a visitor may be in the lead nurturing process, you may want to use a different form to reach different objectives. Luke Wroblewski, the author of the book “Web Form Design: Filling in the Blanks” defines the three main reasons of having a form and their expected outcome best in the chart below:
Conduct Loyal Customer Interviews
We either work with our clients so that they can conduct these interviews in person, or we can create a survey that will go out to a customer after he or she completes a purchase on your website. How they found your site, why they chose you, and what drove them to buy your product and service are all typical questions that we’d ask. We also ask about what they loved and what they hated about their buying experience on your site.
Use Lead Intel
By using top of the line marketing analytical tools we’re able to uncover the statistical information that allows us to look up things like a lead or customer’s email and social media behaviors, what they look at when at your site, where they came from, where they went after visiting your site, and so on.
Your Sales Team Knows Best
Lastly, listen to your sales team. While you may think that you know who you’re selling to, it’s your sales team that’s assisting your customers day in and day out, hearing their pain points and helping people learn about your products and services. Get together with them for an informal meeting once a week to see if targets are being met and what pain points your sales team may also be having in attempting to reach those sales targets.