Our next posts will concentrate on the BUYER PERSONA of an INBOUND MARKETING STRATEGY.
I think there are a few things to start off with concerning the Buyer Persona. Firstly, Personas are a crucial piece of the success of any Inbound Marketing Strategy. The purpose of inbound marketing is to build a personal relationship with your prospect/customer by solving an issue they are facing. This process is achieved by offering content they will find of value. This content helps move prospects through the sales funnel ultimately leading to a purchase.
In order for this process to be successful, we need to know who we are dealing with (and not just generally). We need to do a deep dive into who a company’s clients actually are and who potential clients would be, what is important to them, how they search for solutions to issues they are facing and so much more.The persona information is derived from:
historical company data
analysis and educated inferences from all company departments
The information is compiled and analysed to seek patterns. These patterns form the basis of personas. Companies can have multiple personas, or they can have just one. However, the more specific the persona, the more successful a company’s strategies will be.
In a nutshell, a buyer persona is a fictional representation of your company’s ideal client.
Now, why would you go to all that trouble? Well you’d be surprised what your company can get out of these personas. Here are just a few of the thing’s companies can see with the successful implementation of buyer personas:
- Grouping clients/prospects into personas makes it easier to deliver content and messaging that is targeted and consistent, thereby having more impact with the prospect/client and saving time and money.
- Personas help all departments become more in tune with client needs which leads to a positive service experience and closing ratios for sales.
- With stronger customer relationships, companies will experience higher conversion rates and a higher ROI. Also, customers will start to become promoters of the brand which has a rippling effect with brand exposure and increasing ROI.
Takeaway concerning buyer personas, they help us understand clients, increase company efficiencies and ROI.
In our next posts, we will discuss 4 key sources you can tap to create a successful Buyer Persona.
LINKS TO OUR BLOG POSTS
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|THE POWER OF INBOUND MARKETING|
|WHY BUYER PERSONAS ARE A VALUABLE RESOURCE TO YOUR COMPANY!|
|HOW TO CAPITALIZE ON THE ATTRACT STAGE OF INBOUND MARKETING|