Is your business not generating as many customers as it used to? As a manager, you may be wondering why!
Your first reflex should be to think about your potential customers. You must go back to one of the basic principles of marketing: create or review your buyer personas. The personas that represent your products and services are the best way to ensure that you are reaching the right potential customers.
Your target audience may have changed in recent years. Maybe even a new segment has been created! It’s really essential to review your buyers to make sure your marketing strategy is aligned with them. This may seem like a no-brainer, but it’s the first step to boosting lead generation. If you don’t have a persona yet, read our article on creating a buyer persona to get started.
Why would you want to create a persona?
Why is it so important to create a persona for your strategic plan? Why is developing a persona so important for your B2B company? Creating marketing personas makes websites 2-5 times more effective and user-friendly (HubSpot). There are many other reasons why this investment is worthwhile. Let’s review the top five arguments that will convince you that personas are a powerful asset.
1.understand the needs of your target group
Creating personas is a great way to put yourself in the shoes of your ideal customer and better understand their needs. By thinking about their behavior and habits, analyzing their goals and pitfalls, you can see things from the consumer’s perspective. This way you can understand what your target group is really thinking! A common mistake is to focus too much on the solution without considering the needs. Focusing on the needs of your prospects is the key to providing them with what they need (your solution!). The key to it all.
For example, if you write a blog post without knowing what your target audience is looking for to meet their needs, you may spend too much time creating content that will not be read by the right people. With personas, you can craft content that speaks to your target audience, making it easier to reach your sales goals!
2.Reach your goals in the right places.
What if your target group doesn’t know what the best strategy, offer or product is? Personas are a great tool to help you choose the right communication channels. With information about their online behavior, you can better reach your target group and build relationships with them.
For example, if your target group regularly uses LinkedIn between 4pm and 9pm, you will naturally post on this social network during this period! The only way to get this information is to create your personas.
Also, don’t forget to analyze your language. Does your target group use emojis? British English? Specific jargon? You need to speak the language of your target group.
3. Choose the right message
Now that you know where to reach your target audience, you need to think about what you want to tell them! What is your target audience? We’ve talked about language, but content is one of the most important criteria when you’re trying to talk to a potential customer. Based on personas, you will have a clearer idea of what you should use in your communication. Use the information you gather about your target customer to make the best decisions about the design of your message.
For example, if you want to sell your new window and exterior cleaning service, you need to know which features of the service will have a significant impact on your target group’s purchase decision. Target groups with green values will be attracted to your product if you emphasize green features in your communications (advertising, landing pages, social media, email marketing, etc.) If you have a persona, you know what is most important to your target group!
4.Recognize the opportunity
Marketing has changed dramatically over the past few decades. Today, we place our customers’ needs above all else. This means that instead of developing a product and then looking for a customer to sell it to, we will always try to find the problem to be solved and propose a solution. But how do you identify a problem and turn it into an opportunity? By constantly updating your role!
For example, if you’re an office equipment company and you see your target market becoming more interested in telecommuting, you can take advantage of that to sell chairs that are more suitable for the home office. This person will then tell you what new trends can make your business shine in the eyes of your target audience. In fact, it will highlight your most important aspirations. Listen and you’ll get ideas for this century
5. Work with reliable information
In addition to the above reasons, Personas save you a lot of money. Because this tool acts as a resource for making important decisions, the more developed and the more data it contains, the more effective it becomes. No more speculative arguments: good personas include answers to questions about your target’s preferences. It can be used not only as a marketing reference, but also as a sales reference. Your sales team will love this new way of qualifying prospects! Finally, personas make onboarding new hires much easier. Simply share the sheet with newcomers and they will know your business goals better than anyone else!
Personas are essential if you simply want to align your strategy with your goals. Not only will this tool help you be more productive, but it will also help you understand, reach, and speak effectively to your ideal customers. Are you interested? This is just the beginning! Then, you can organize all your tactics around personas and stumble upon some unexpected exploits. Don’t miss your chance to create or modify thoughtful personas to optimize your marketing!
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