Imagine working really hard on a marketing campaign. You’ve labored over exactly the right words, you’ve coordinated at least three photoshoots to get the perfect images and you’ve developed a strategy that you know will realize sales for your business.
Now, imagine launching that campaign and not seeing the results you had hoped for. You’re seeing minimal click throughs and even smaller conversions. You’re not even getting as many impressions as you thought you would. What do you think could have happened?
A mistake marketers often make when creating campaigns and collateral for their company is assuming that they know exactly who their customer base is. This may be knowledge that has been passed down from leadership over the years, or simply just a misunderstanding of who your audience actually is, but the importance of knowing your buyer persona shouldn’t be overlooked.
Hubspot defines a buyer persona as “a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” When creating a buyer persona, it’s important to consider these key factors:
- Customer Demographics
- Behavior Patterns
To gain this information, set your core marketing and sales platforms up to work on your behalf and gather data on:
- Demographics: Look at your Google and social media analytics, and any other sales data that a customer relationship manager (CRM) may provide, to better understand your customers’ gender, income, level of education, interest, location and job title.
- Customer Behavior: Analyze your existing customers and learn their natural behavioral path when they’re interacting with your brand or products. Where are they primarily consuming your content? How are they finding your website? Once they’re there, what pages do they go to? Your Google Analytics data and social media insights will be crucial in this step, as well.
- Inbound Data: Tweak your website forms to capture information that you need to know about your customers. Take eBook download forms or consultation requests as a time to dive deeper into a conversation with your customer. Ask about their pain points, request their title or ask how they found out about your company. Once you start gathering a number of form submissions, you’ll start to get a clearer picture of your buyer.
- CRM: If your sales team isn’t using a robust CRM tool, it’s time to implement one. If they have one in place, ask for a few key reports from them to better understand the decision making process your average buyer goes through. Request conversion rates, life-of-lead timelines, and title, location and company (or income) size breakdowns.
Once you have your marketing platforms working on your behalf to create your buyer persona, you can dive deeper into one-on-one interviews with real customers. In this next step, you can cover topics like: What is your day like? What are your challenges and obstacles? What questions do you usually have on a daily basis? What media do you use or follow? These questions, coupled with your online data, will help you craft a real story about your customer.
To learn more about buyer personas or to uncover why a marketing strategy may not be working for you, request a free consultation with us.