How to create Buyer Personas for growing your business?

“Every business is dependent on its customers” is an understatement. This is because businesses don’t revolve around customers but they exist to serve them. Consequently, customers are considered extremely important to every business.

The huge scale at which business can take place today demands companies to identify and understand these customers. This has been realised as an essential step to expand businesses. An important term related to customers in the business world is buyer personas.

What are buyer personas?

Buyer Personas refer to semi-fictional representations of your perfect customer based on research and data. They help businesses focus their time on qualified prospects and guide product development according to target customers’ needs. Aligning all work across your organisation in different departments becomes easy with buyer personas.

In effect, you will be able to attract more leads, high-value visitors, and customers who you will be able to probably retain over time.

A deeper understanding of your buyer persona will ultimately be critical to enhance product development, content creation, sales follow-up. In simpler words, it will facilitate any process that is related to retaining and acquiring customers.

Now the important question that arises is how does one create a persona. Is it a difficult task?

To answer this, buyer personas are difficult to create. It’s about how one acquires the market research and customer data, and then present this information within your business.  The process of creating them is explained below.

How to create buyer personas?

Complete the persona’s basic demographic information

The first step is to ask demographic-based questions in person, over the phone, or through online surveys. The mode of the interview should depend upon the questions to be asked like a lot of times people will be comfortable sharing personal information through surveys.

During the conversations, you would have come across some descriptive buzzwords. It will be really helpful if you include such words to make it easier for your team to identify certain personas when they’re talking to some prospects.

Inform about what you have learned about your persona’s motivations

Share the information that you have learned after asking “why” from your interviewees. This can be anything: What makes your persona use a particular network? What is something that has been causing trouble to them?

Such questions will help you find a lot of information about them. After gathering all this information, your job is to use it to tell people how can a company provide solutions for it.

Guide your sales team for conversations with persona

It will be really beneficial if you note down quotes from the interviews. This will inform your organisation who they are, what are they concerned about and what do they want. Additionally, create a list of objections they might raise. This will help your sales team to be prepared adequately to address those during the conversations with them.

Discuss and create messaging for your persona

It is important that your entire team discusses how to talk about your products or services with your persona. This includes every type of communication, from the general pitch that positions your solution to resonate with them to the basic vernacular you should use.

Consequently, this will ensure that everyone in your company is using the same language when they’re having a conversation with leads and potential customers. In addition to this, you can give your persona a name. This will make sure that internally everyone refers to each persona in the same way, providing cross-team consistency.

Moreover, these efforts will help in forming a synchronized and impressive image of the company. It’s important o remember that customers value the consistency of a brand.

How to get Interviewees for researching buyer personas?

The most important requirement while creating a persona is to find people to speak with, i.e. people who will be your buyer persona.

Conducting interviews is essential to know what drives your target audience. But how can one find these interviewees?

Employ the following sources for the same:

Use your present customers

Your current customers are the perfect people to begin your interviews. This is because they have already used your products or services and engaged with your organisation. Some of them are likely to represent your target persona. However, this doesn’t mean you spend time talking to happy customers willing to spend time talking about how they love your product or service.

It is important that you interact with unsatisfied customers to find the pattern that will you develop a better understanding of your buyer persona.

Additionally, another benefit of interviewing current customers is that you won’t have to provide them with an incentive as customers enjoy being heard.

Use referrals

If you are choosing to get into new markets or you have no leads or even customers yet, you can rely on referrals to talk to people who may fit into your target persona.

For this, use your networks like social media contacts, coworkers, or existing customers. A good place to start is LinkedIn.

Use your current prospects

Interview people who haven’t purchased your product or used your service. This can be your prospects and leads. Use the data you already have about them to figure who might fit into your target personas.

Employ third-party networks 

For getting interviews with people completely removed from your company, use third-party networks. These networks can be UserTesting.com or Craigslist.

Summing Up

The most basic benefit of creating buyer personas is that it allows you to create content and messaging that appeals to your most valuable audience. It allows you to target or personalise your marketing strategies for different audiences.

If you can take time to create negative personas, then you will be able to remove the unimportant contacts. This way you can achieve a lower cost-per-customer and cost-per-lead, ultimately leading to higher sales productivity.

Beyond using buyer personas for marketing, there are many techniques as well. To build an effective marketing strategy and instil growth in your business, we provide a range of services. Contact us at Shaktiki today.

 

 

 

Why is SMS Marketing not a thing of the past?

Our inboxes today are simply overflowing – be it with our emails or text messages. The latter seems like a thing of the past. With hundreds of marketing messages that we signed up for once, we choose to ignore the pile of such similar messages. However, this doesn’t mean you don’t check your inbox at all.

We don’t ignore all the messages, at least not from our personal contacts. The ones ignored and forgotten can be pharmacy alerts, promos, mobile service, etc. With such experiences, one might consider SMS marketing not effective anymore. But what we need to remember is that it’s 2021 and people are more glued to their phones than ever before.

The fact mentioned above doesn’t change our treatment of promotional messages. But there are many other kinds of text messages too. The core point here is that people always keep their phones handy to get updates. This can be from anywhere – social media, news agencies, brands they signed up to. 

If you are still wondering who will check a message in the times of Email, then here’s an important statistic:

Open rates for texts are extremely higher than emails. It is 98% in comparison to a mere 20% for the latter. 

One important thing to remember here is that mobile advertising works but only if your message reaches the consumer’s inbox. Additionally, your advertisement should be mobile-optimised. This will allow your message to distinguish itself from the thousands of ignored messages and get a positive return on investment.

Almost every online marketer considers SMS marketing old and ineffective because they think it’s more regulated than email marketing. But this is a myth. Some well-planned targeted tactics and strategies can help you bring conversions, clients, and consequently revenue. However, there are many more reasons to invest in SMS marketing. Some of them are discussed in the next section.

Why should you invest in SMS marketing?

Texting provides the best engagement rate from all the marketing mediums

Emails can be left unchecked for days, at times even weeks. Phone calls can go unanswered. But text messages are almost read immediately. This was proved by the open rates mentioned previously. The average Click-through rate for PPC ads is terrible at 2%.

All this points out SMS marketing is underrated. But the issue that arises here is that it’s unethical and illegal to send unsolicited messages through this type of marketing. One needs to write an opt-in which allows customers to choose what they want ahead.

Customers can easily choose to opt-in or using their mobile phones. However, there are technologies that allow customers to opt-in seamlessly to a company’s messaging subscriber list. So, this can be easily used to reach customers.

Text Messages mean Immediate Delivery

The thing about any technique based on mobile marketing is that it is based on speed. Just consider SMS marketing. It’s so fast that once you press the “send” button, your message goes out instantly.

This means if you decide to set up a campaign, then you can have hundreds of clicks within a few minutes.

Interactive content can drive returns

The benefit of using mobile marketing is that it makes feedback possible. Recipients of the message can simply tap on the link or the ‘reply’ button.

This way your quick and simple messages can direct your subscribers to your website. However, the key here is to be creative and attract the customers

SMS marketing allows you to add a personal touch 

Another benefit of sending a text message is that it is an informal medium of communication. Consequently, it offers you the great opportunity of personalizing the message.

Many brands prefer friendly and personal terms like “friends”, “I” and “you” to create a good relationship to benefit their business. There are many opportunities to experiment with SMS. From personalized messages to directing users to fun games, these interactive ways can help to track every step of the conversion process.

Text Marketing is trackable

There are numerous texting platforms that allow us to manage text marketing campaigns from even a desktop. Such a platform will allow access to comprehensive analytics to track each step in the conversion process – from the delivery to the opening.

How to build an effective SMS Marketing Strategy?

To reap the benefits of SMS marketing, it’s important to update your SMS marketing strategy with the following:

Know your goals and your audience

Why is SMS Marketing not a thing of the past?
Image Source: Voicesage

Even if people quickly sign up for your messages, they have the option to opt out. This makes it important to be aware of your goals and what your audience is looking for. An approach like this will help you reach your objective and customers will receive the content they want to see. Additionally. it will also help you avoid sending meaningless texts that get ignored.

Be consistent and meet their expectations

While operating a text marketing campaign, it’s important to remember that subscribers trust you with their contact information. This demands you to be transparent about what you will send and how often will you text them. So, stay consistent with what they’re expecting.

Use Coupons or Special Deals

Designs campaigns offering exclusive deals or coupons. Generating unique coupon codes will not allow non-subscribers to take advantage of your deal. Instead, they will have to subscribe to avail the benefit of the deal. Consequently, it will fulfil your purpose.

Use Polls

Another interactive method to obtain meaningful data from your customers is to conduct polls. People can cast their votes. With the information gathered with time, one can get feedback to improve their functioning too.

Summing Up

It’s a truth that our inboxes are full of text messages. This is the kind of behaviour one has to restrain from if they want to leverage the advantage of SMS Marketing. The key to run a successful SMS campaign is to do less and get more. Start by asking significant questions regarding the use and frequency of your messages.

There are many useful marketing techniques beyond messaging. To employ these strategies, contact Shaktiki today.