In today’s digital age, effective marketing is all about figuring out not just what to say to your audience, but also when and how to say it. Consumers increasingly expect relevant content, which is significant to their interests, and in the format of their choosing. Whether you realise it or not, it is their experience that determines your marketing strategy. In this case, knowledge is undoubtedly powerful and to determine that ideal messaging and to exceed at delivery, it is crucial to fully understand your target audience. The perfect place to start is by building buyer personas which are the embodiments of your ‘ideal clients’.
Buyer personas should be at the core of your business’ marketing strategy and serve as the foundation for all of your marketing efforts. Comprehensive buyer personas act as a guide to your ideal client’s behaviours, challenges, similarities; identify patterns within your target audience. All of this data can be used to create client-orientated marketing campaigns and brand messaging which directly shows your target audience that you intimately understand their pain points, resulting in further engagement with your business on their part. As such, one of the key benefits of buyer personas is to generate desirable leads with purposeful content which resonates and at the same time eliminates the wasting of business resources in the wrong way and on the wrong audience.
Too often we see marketers adopt a one size fits all approach.
Believe it or not, the same marketing strategy does not apply to all renewable energy companies in the same way as the same buyer persona doesn’t apply to all sustainability consultancies. People are individualistic in today’s world, and they cannot be lured by marketing strategies that are generic in nature. Among other things, a ‘one size fits all style’ strategy can give consumers the wrong impression of your brand and in many ways can cause more damage than good. The success of your business is largely dependent on the way the consumers perceive the marketing campaigns created for your business. According to research, 45% of buyers admit personal relationship to be the reason for their stronger relationship with a company.
What can we learn from this?
Stop targeting everyone with the same information. Consumers engage and absorb content differently depending on where they are in the sales funnel. A potential lead who hasn’t worked with you before requires different content and messaging from your brand compared to a return client who is already familiarised with your offering. Without an in-depth understanding of your audience, you invest resources creating content which does not align with your ideal client’s needs, often resulting in a loss of business. To avoid prospects engaging in a single interaction, adopt a more personalised content approach to the buyer journey which prioritises a relationship building experience and can deliver long-lasting ROI.
So, how should you use buyer personas to adjust your marketing efforts for business growth?
Engage with the human behind the job title. Human to human marketing (H2H) has the potential to transform your brand. Regardless if you’re aiming to engage businesses or consumers, there is always a person behind the computer. Often marketers can get too focused on selling which can cause great disconnect with the client themselves. H2H marketing does not mean disregarding industry standards but using the information you have about the professionals you are working with to nurture leads and create personalised campaigns. The key message to remember is that you are not only targeting a business, but more importantly the decision maker behind it.
Utilise your LinkedIn potential: LinkedIn is the world’s premier business network with 722 million users as of January 2022. From building a valuable network to generating leads and growing brand awareness, LinkedIn is an invaluable resource to your digital marketing strategy. While maintaining an active company page is great, what can offer significant growth opportunities is using employee networks to engage with your target audience. According to research carried out by Sprout Social, Surveyed B2B marketers stated that LinkedIn is responsible for 80% of their social media leads. How do you know what to post and who to engage with? Buyer personas are your answer as you can figure out what content appeals to your ideal client, but also feels genuine and authentic to you.
Buyer personas are your gateway to knowing your audience inside and out. It is an opportunity for you to gauge information you never knew about your audience to execute the strongest campaigns. By establishing your buyer personas, you can ensure your brand reflects the human-like qualities and values which appeal to your ideal client. Truly effective buyer personas have the power to supercharge your marketing efforts and if it is not a resource you are currently using, it is never too late to start.
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