Selling to the right person is crucial for implementing your marketing strategy. Even the best strategies are ineffective if the product or service is sold to the wrong audience. This week in the Fusion One blog, we discuss discovering your buyer personas and how to apply the research to your strategies.
To build your persona, you construct an avatar based on research that represents your ideal customers. The goal is to come up with key characteristics to help structure your target market. You should also build a “negative” buyer persona to represent the audience you do not want to sell to.
A buyer persona is based on surveys, research, and interviews with current customers to construct the target market. You can use the research to create content personalized for different buying stages. Information like age, location, spending patterns, interests, and stage of life can help you further understand your audience.
Once you have a deep understanding, you are better prepared to tackle the campaign. The research process should look at these key points:
- Segment customers
- Run customer surveys, interviews, and focus groups
- Analyze feedback
- Enlist your team’s first-hand knowledge
- Pull analytics
- Begin creating your buyer personas
- Share your findings
- Decide how to approach the segments and personas
- Create your brand messaging, content, and appropriate mediums for your segment
- Continue the process and make adjustments when needed
After you collect data and research, you can analyze the information and look for trends. You can look at a buyer persona as an imaginary person and give them a name, age, job, and other traits that make up your audience. We share an example referred to as “Cautious Carrie.” The example brings the persona to life and shows how the information can be presented.
The more you narrow down the information, the better you can make the marketing strategy. Determine what outlets your audience turns to. Do they like blogs, social media, or Google? With this information, you can get the most out of your campaign and prevent wasting marketing dollars.
Buyer personas are important for every industry. Audience research will help you advance your strategy and increase your customer base and sales. If you are looking to build a buyer persona and want to grow your brand, reach out to us to schedule a consultation.
Fusion One Marketing is a full-service digital marketing company headquartered in Birmingham, AL. Fusion One specializes in Local SEO, Social Media Marketing, Pay Per Click, and Website Designs. Fusion One Marketing was created in 2011 with its main focus on helping small and medium businesses navigate the digital marketing world. Our goal for businesses is simple “More Calls – More Businesses”.
For any questions about this info or the services we provide, please contact us for your Free Digital Consultation.
