We are sure you will agree with us when we say, “getting started with video marketing can be difficult.”
There is a steep learning curve whether you’ve got a videographer on staff or not. Quite frankly, even if you’ve mastered production, there are many more things to learn and develop. Read More
Ii is important to know the different traits that make your target audience, what they do, and what they need so you can communicate with them in the most relevant way possible.
If you only generate a few leads a month, this is easy to do manually by looking up the company’s website, finding the person on LinkedIn, and making your best judgment about the optimal approach to follow up. But as you attract a greater audience using content marketing, you can no longer do this manually because you’ll be generating many more leads, and your time will need to be focused on creating new content and following up on your growing pipeline of sales-qualified leads. So you need an automated way to bucket leads by common care-about, so you can more effectively nurture them using marketing.
To do this, you need to create buyer personas.
Buyer personas are fictional representations of your ideal customers based on real data pertaining to customer demographics and online behavior as well as your educated speculation about their personal histories, motivations, and concerns. With personas, you can put faces to your customer segments and have the ability to better customize your marketing efforts – from messaging to activity selection – and make a greater impact with your prospects.
For example, CEO Charlie, who is a business executive and cares most about cost and long-term support. Another persona may be Engineer Elise, an engineering manager or staff member who wants to know very specifically about the technical capabilities of your product or how you deliver a service. With your personas defined, you can more easily visualize your target audience and plan your segmented communication with them.
To create a buyer persona, identify the following type of information:
- Who are they? Demographics such as gender, age, and education
- What is their job? Data such as title, company size, industry, and general job responsibilities
- What is a day in their life like? Describe what an average day is like for them, who they are dealing with, and what decisions they are making
- What are their primary pain points? Describe the primary challenges they are trying to overcome that relate to your products and services
- What do they value most and what are their goals? Explain what they value most in making a purchase decision (price, support, etc.), what they are trying to accomplish in each application
- Where do they go for information? Identify the primary sources they use to gather information in their research and purchase decision process
- What’s important to them in selecting a vendor? List what is most important, such as being a technology leader, having proven experience, being a domain expert, etc.
- What are their most common objections? List the reasons you hear most often for why your solutions won’t meet their needs
It’s best to limit the number of personas to three when you first start and then build from this level to further refine your personas and generate new ones as needed.
Once you have your buyer personas defined, you can be much smarter about your monthly content calendar planning and lead nurturing efforts. A new lead generated from a white paper or other premium content isn’t necessarily ready to speak with sales or make a purchase from you. You need to nurture that person over time, building trust and credibility between your company and the lead as he or she gains knowledge of your products and services.
If you want to know more about Buyer Personas or you want to ask any other questions Call Us Today (800) 277-9389 or leave us a message here and one of our representatives will be happy to assist you!
The content on your website can be the difference between your business succeeding and your business failing. In order to bring in more traffic to your website, you need to constantly be writing new, quality content. Your content needs to not only be good, but it needs to be content that will make your readers’ life better somehow. Read More
With each passing day, we face a changing environment. Nowhere else is this more true or more important or more critical to your marketing efforts than on the internet. Keeping pace with web technology is difficult, time-consuming and altogether – a total necessity. It’s for this reason alone you should engage with a reputable and web-savvy design group who understands that change is the only constant. We might recommend you check us out: SeodaPop.com
There’s little question that the internet now powers the conversations about our brands. The internet has enabled new critical points-of-sale that also enhance person-to-person communication. From online to offline, we need to work to design a website that can handle your image, your brand and how it talks to your customers and ultimately takes their order.
Still, the fundamentals of marketing (and great brand design) that worked in the consumer marketplace yesterday, will probably work again tomorrow – we just need to adapt these marketing fundamentals to the changing environment. Creativity and remarkable design still win peoples’ hearts, but now – with the pervasive nature of the internet, there’s more work that goes into finding that creativity and developing that remarkable design.
Now, more than ever, when we design, it’s important that we ride with the trends. A trend is a pattern, an accumulation of sometimes intangible data that indicates that a progression is becoming the basic estimation of the future. Did you ever think your society, your community, would be so closely tied to the technology you use?
The future of your business is part of an eco-system of trends that interact with each other. Wouldn’t things be different for the music recording industry if it recognized the trend in how people were listening to music, and perhaps bought the right to MP3 technology?
Fads are short-lived and themes are time-sensitive, but trends are the fact-based movements that we rely on to guide the marketing tactics of our business. Fads aren’t all bad, because a fad helps awaken us to the bigger trends that are happening around us – sometimes even before we’re aware of it. But, at SeodaPop that’s our job – to pay attention to the fads and ride the trends as we see the advantages they bring to us and our clients.
So, what’s the trend we’re riding now (and for the future)? We know that consumers are now media producers and information distributors. Does your website let your customer be a distributor of your information? Shouldn’t it?