If you caught my recent blog post What Is a Buyer Persona, you may have come away thinking, “Okay, Emily, that sounds great – but I don’t have time to devote to writing personas and getting my team on board with the idea if I’m not going to see a solid ROI.”
That’s fair – so here are 8 things that buyer personas can do to improve your marketing in a measurable way.
Personas help you:
1. Identify the customer’s needs and wants so you can delight them with your products, services, and content, and earn their return business
2. Understand how your customers make purchasing decisions, so you can better target your marketing and make the sale
3. Develop new or improved products and services based on the needs and wants of your current customers, allowing your relationship with them to strengthen and evolve
4. Determine where your customers spend time on the web and in the world, giving you insight into how to communicate with them, how to reach new customers, where and how to promote your business, and what types of content to produce
5. Get everyone in the company on the same page about your marketing goals. Consistently using your buyer personas ensures that every product, service, blog post, marketing email, customer service response, etc. is consistent in message and aligned with your customer’s needs and expectations
6. Segment your marketing efforts externally, so you can target different personas with the offers and content they’ll be most drawn to and make your marketing efforts generally more effective
7. Segment your marketing efforts internally, so you can spend your time and energy on attracting and retaining your most ideal customers, making your marketing efforts more cost-effective
8. "Pre-qualify" leads by attracting the right leads. Buyer personas result in better leads that are more sales-ready, because you’re reaching the right people by leveraging what they want, rather than by pushing what you want. For this reason, personas can also help automated lead-nurturing workflows be more effective
Totally sold? Yeah, I thought so.
Crafting buyer personas comes down to really knowing who you’re talking to and then being disciplined and consistent about giving them exactly what they want. Your experience, website analytics, market research, social media interactions, and much, much more can help you create data-driven personas that will lead to increased traffic and sales.
Who wouldn’t want to make their marketing efforts more effective and targeted, increasing the return on investment for everything from emails and ebooks to blog posts and social media efforts?