Perhaps one of the greatest advantages of creating detailed buyer personas is using them to guide more targeted marketing campaigns. With their interests, likes, dislikes, wants, needs, goals, and ambitions available for reference, it's much easier to structure campaigns that resonate.
In an effort to streamline our personas, our marketing director and I sat in on several sales calls to get an idea of what prospects were asking. We were able to discover that our persona, Maggie the Marketer, often struggles to find common ground with her more traditional boss when it comes to marketing methods.
This offer performed really well because it was created as a direct reflection of an actual problem that our ideal customers are facing.
Retarget your distribution
Does your content distribution strategy align with your buyer persona's preferred channels for content consumption?
Pre-buyer persona creation, it's likely that you were doing what you could to sprinkle your content across a variety of platforms. Distributing your latest blog post on Twitter, Google+, Facebook, and LinkedIn with the hope that it would be well-received.
However, with buyer personas in place, it's time that yourretarget your content distribution efforts accordingly.
Rather than take the time to post something to 5 different channels, only to receive engagement from two, marketers should be focused on positioning their content more effectively on those two channels.
While this may seem like a trivial consideration, adjusting the language you use has the ability to separate your message from the rest.
With just 140 characters to get your point across on a platform like Twitter, the bit of language you employ is going to either convince a prospect to click or keep scrolling. While you may think that a string of 10-dollar words will get you noticed, prospects are looking for clear value and a sense of believability, not a verbose song and dance.
Based on your buyer persona research, work towards putting forth language that aims to reinforce your message, not complicate it. You don't want to risk alienating your prospects by using industry jargon that they're not familiar with.
In an effort to move more leads through the funnel, it's important that you're thinking critically about where your emails are going.
List segmentation allows you to divide your contact database into more specific groups to which you can send more relevant messages. After all, it's all about sending the right message to the right person at the right time...right?
When the content you send over is aligned with the recipient's interests, it's easy for them to see the immediate value of your business' product or service. When they recognize the value, they're more likely to engage, take the next steps, and pass the content along.
Do you already have some content that speaks to the specific pain points you identified during the buyer persona interview process?
Sometimes something as small as a reworked introduction can help you to better reach the right audience. For example, if you can find a way to lead with a story that will create a sense of empathy for the specific persona you're trying to reach, it will be easier to capture and hold their attention.
Perhaps you have an ebook that provides a fix for one of your persona's problems, but that specific persona doesn't have time to read ebooks. The solution? Reformat the content so that it lends itself better to that persona's preferred format (i.e: SlideShare or checklist.)
Work in personalization
Your personas have different wants, needs, and expectations, so why are you providing all of them with the same website experience?
The key to differentiating your business from the rest is to use the information you've collected about your buyer personas to provide them with a more relevant experience.
Essentially, the ability to employ more tailored design, content, and calls-to-action promotes a stronger conversion rate.
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