As marketers and business owners, we’re all looking to get the most out of our marketing budget.
While inbound marketing provides the opportunity for a lower cost per-lead and a higher ROI, there’s even more you could be doing in order to fully maximize your lead generation. Blogs and offers go a long way toward generating leads, but in order to generate more “qualified” traffic and leads, it’s important that you develop detailed buyer personas.
How well do you know your customers or prospects?
Do you have a detailed list of who your target market is, and what their needs and characteristics are? These are called buyer personas.
By having detailed buyer personas, you’re effectively making the jobs of your marketing and sales team easier, as they can more effectively market and sell to prospects they know more about.
Interested in learning more about developing your buyer personas? Contact IMPACT and learn how we can help!
Strengthening your Campaign with Buyer Personas
The first question you have to ask yourself is; who is, or will be buying my product or service?
Once you’ve established this, you’ll have a blueprint for your entire marketing campaign in order to ensure your website, content, and other marketing ventures are effectively engaging and reaching this specific market.
The challenge then becomes establishing how to market to these buyer personas using the system you already have in place. Below we’ll detail just how you can engage with your buyer personas effectively.
Solve their Problems with your Content
This helps to give your content creation (i.e. blogs and offers) a more targeted approach, as you now know more about your buyers needs and personalities, therefore you should focus all of your marketing content on speaking to these personalities.
As HubSpot says, your blogs should read like a how-to magazine for your prospects. Your offers should be no different (albeit much longer), but should also focus on solving the problems of your target market.
By knowing your buyer personas, you’ll know exactly what they’ll want to be reading and as a result, generate more website traffic and qualified leads as a result.
Engage on Social Media
Now that you have detailed buyer personas, you can more accurately engage on social media with the type of language and information you know your prospects will respond to. No longer do you have to worry about alienating anyone, as using your buyer personas as a blueprint for your social media engagement will assure you’re not leaving anyone out.
Using industry specific terminology is fine, as you now have a better idea of who your audience is. They will appreciate your knowledge and the fact that you’re not dumbing down your content for the masses. This will allow your prospects to relate to you and your brand on a higher level.
Go Where they Hangout
As HubSpot says, find where your personas are hanging out, and go there!
Are they more likely to be on Pinterest? Twitter? LinkedIn? Here’s where your website analytics will play a huge role. Where is the majority of your social media traffic coming from? Chances are, that’s the social market your personas are most attracted to using.
So be sure to utilize these areas and engage!
Create Landing Pages with your Personas in Mind
Landing page content should focus on the value your personas are receiving, not what you’re doing. Confusing?
Here’s the difference, by focusing instead on what they’re getting out of it and taking you out of the equation, the tone of your landing pages will shift from salesy to a page that conveys value.
So take yourself out of the content. Don’t focus on why you and your company think this offer is valuable, instead describe your offer in a way that conveys how it will help your customer, and why they need it.
Customize your Sales Process
HubSpot refers to this as the most important part of the process. As you already know, not all of your prospects and leads are at the same level of the buying cycle. You also know, according to your buyer personas, they have varying personalities and needs.
When it comes time to close a sale, use your personas to tailor the process in order to make the sale.
Your typical CEO’s need to be sold to differently than your marketing managers. CEO’s want to hear bottom line results. Cost. ROI.
Marketing managers on the other hand, want to hear how you’re going to help them hit their goals as well as make their job easier.
No sale is created equal, therefore your personas shouldn’t all be sold to the same.
Implementing your Buyer Personas
Looking to market more effectively to your buyer personas? Contact IMPACT and learn how we can help!