Month: April 2018

ideal buyer personas

How well do you really know your buyer persona?

I often work with organisations that have a long history of selling products and services into specific industries and niches; yet cannot paint me a detailed portrait of what their ideal buyer looks like.

Their sales and marketing teams are unable to confidently answer the following questions about the buyer:

  • How much does he/she earn?
  • What’s their favourite social media channel?
  • What time do they get to the office in the morning?
  • Are they married/single?
  • What’s their main career ambition?

Questions like these may seem completely irrelevant at a first glance, but the more you dig down into them, the more you realise that each answer holds a clue to a successful marketing strategy. They provide you with behavioural cues, motivations and drivers that will help you position your offerings and communicate them in a way that becomes irresistible.

Knowledge is profitable

When it comes to clients and prospects, knowledge means not only power but also financial profit. How? Well, if you know exactly where to reach your audience, you won’t waste money advertising on the wrong platforms. If you know their main challenges, you won’t alienate them with irrelevant value statements. If you know what is important to them, you will be able to influence their impulse to buy.

Now – this doesn’t mean that you need to put a stakeout car outside your clients’ house or enrol in a psychology course. But you will need to do these four things:

1. Ask questions

When it comes to asking questions, there are of course various online survey tools you can use. However, the best way to get useful, accurate information is through conversation. Talk to people, face to face or over the phone, asking what they think about your product or service, and about what is important to them.

Take the opportunity to chat with people at tradeshows, in user groups, and in online forums. Most people will be helpful and forthcoming if you explain that you will be able to create even better products and services as a result of their input.

2. Follow the snail trail

As a business, you should make an effort to always find out how your customers found you to begin with. It’s also worth using analytics and tracking software to monitor how, when and where people access your online content on a regular basis. Over time, this will create a detailed picture of how your audience discovers your information and engages with it.

3. Listen and learn

Your sales team will be able to give you very useful input on their active leads. Take time to review these together regularly. Learn from their interactions with prospects and clients; this is a great source for discovering buyer behaviour.

4. Capture data

Contact forms are great tools for getting snippets of information from your leads. Use them to ask for a piece of key information like company size, age, gender – whatever is relevant to help differentiate your messaging to different personas.

However, be careful not to ask too much or use questions that seem too intrusive. If at all possible, use dynamic forms that only ask for one additional item of information every time the user downloads something, building up the lead profile over time.

Get to know your ideal buyer persona

Once you have created a clear image of your buyer persona – you may even have several – it will become a great deal easier to improve your return on marketing investment. You will be able to make strategic decisions quicker, choose better tools and plan more efficient campaigns.

It’s also a really fun and interesting process! Why not get started today?

Get your own guide to creating a buyer persona

If you want some more information and a free template to creating an ideal buyer persona, you can download your own PDF guide HERE.

Better marketing and growth

How to become a better marketer

The Awesome Marketers Manifesto - 10 steps to becoming a better marketing monkey

Download your free eBook

Being a great marketer is so much more than just running successful marketing campaigns or knowing all
the latest systems and tools. It’s about having confidence in your own abilities and in the brand you represent. It’s about being able to influence the environment you work in – both internally in the business and in the wider industry landscape. It’s about knowing when to ask for help.

Beat marketing overwhelm

I often speak to marketers and business owners who feel inadequate and overwhelmed. They feel as if they should have all the answers, but they don’t. They never will.

This can be a difficult feeling to overcome, but the key to finding direction amidst all that self-doubt and stress is to allow yourself to ask the questions. Share your frustration and concerns with other marketers, and openly ask for help from people who are willing to support you. Not only will you get support and answers, you will also encourage more people around you to be honest about their own challenges.

Supporting each other is how we all get better.
We become better marketers, better people, and a better community.

Take your first step towards improvement

If you’re in a marketing role where you feel like you need some guidance or advice on how to improve yourself and your marketing delivery, a good first step is to download the eBook The Awesome Marketer’s Manifesto – 10 Steps to Becoming a Better Marketing Monkey.

Don’t go it alone

There is a safe, helpful community of like-minded marketers in our Facebook group The Awesome Marketing Community. You’re welcome to join in the conversation, post any questions or concerns, and help others on their journey by sharing your own knowledge and expertise. Check it out today!

 

Email marketing podcast

How to Generate Leads with Email – PODCAST

In this episode of the Awesome Marketing Podcast I’m interviewing conversion copywriter Sarah Anderson, who has an impressive track record of generating huge uplifts in open rates and revenue generation for clients. She shares some of her best tips for setting up a successful email marketing strategy, managing contacts, choosing email platforms and measuring results.



If you need some more specific advice on how to make email marketing work for your business, send me a message.

…and while you’re here, don’t forget to check out our Facebook community for more regular tips and guidance on how to become better at what you do.

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