What is the best way to ensure engagement and traffic to your website?
The resources that marketing specialists can use to find a sweet spot which will drive higher ROI numbers are endless. All around the world, social media experts are exposed to the same question every day: “How can I grow this company’s brand awareness?” The old-fashioned way of how marketers make use of social media for various marketing purposes is to test everything and see what’s working.
Today, we have developed a much smarter way to use our existing customers as Buyer Personas. These profiles are demographics that describe the kind of person you’re trying to market, their interests, where they work, what is their role, challenges, basically everything. A primary question you need to find the answer to is: What are they interested in? After you have figured out the answer to that, then you can start creating the perfect social media marketing and management strategy.
So, what should your buyer persona look like and how can you find all this relevant information about them?
Here are three simple steps you can take to develop your businesses’ buyer personas.
1. RESEARCH
Buyer personas are your ideal customers, more like a fictional representation of the people you’d like to sell your product or service. Think about your target audience, then carry out research on the internet. You can use surveys, interviews or simply dive into your Google analytics account and see what the real-time reports are saying.
First, you need to look at your contact database and discover in what way certain leads consume your content.
Improve the created forms on your website to make them more information friendly.
Consider including questions about the type of organization and size, so that you can search for similar companies and focus on how to engage them later.
You must deliver an awesome user experience! Your forms should be user-friendly and at the top of your priority list because through them, you will get the information you need.
2. INTERVIEW
Content is king! Make sure you have developed good quality content for your readers.
Your website should offer a great variety of content related to what you do and how that can be beneficial to customers and potential leads. Educate your target audience, offer downloadable printables, e-books, infographics and sheets that will help people better understand your area of expertise.
From here, you can start interviewing them by asking some questions. You can list the questions and add them to a form-like query.
You can use these sample questions.
1. What is your job role?
– You’ll learn more about their career path and how they’ve ended up doing what they do.
2. What is the size of the company?
– You’ll have the number of employees and their revenue.
3. What kind of responsibilities do you have?
– You’ll find out details about their goals and what they aspire to become.
4. Where do you find new information about your job role?
– What blogs are they reading, publications, websites and social media platforms are they using.
5. What is your age? Are you married and, what is the approximate amount of income you receive?
– These personal questions are very delicate, and you must find a polite way to ask this information. The answers will provide you with data you can later use to target similar profiles.
3. SELECT YOUR IDEAL BUYER PERSONAS
Your aim is to find ways to market your company and your brand value to different types of personas. From the information you have gathered, analyze the profiles and start the selection process. Group all of your personas depending on the age, organization, and type of job into separate sectors.
At this stage you should have enough information about your target audience to begin building a concrete marketing strategy.
Work on your online presence, and make sure your website is responsive across all devices, including mobile phones, tablets, and desktop computers so that you deliver an experience your potential buyer persona will love.
By tracking your website’s visitors, you are eliminating the guesswork which will enable you to work with real data. All that information can be applied to your personas database for crafting the best strategy to attract new leads.
You have to be very consistent and patient, and after you’ve collected all that data, you can start the process to develop a social media strategy that is specific to your business.
