3 min read
With a shift in the privacy topography and consumer behavior changing, we can all agree or not that a great marketing campaign consists of planning, budgeting, timing, and resources, and I will add in pure luck. But are these enough?
Not entirely, considering the customer is why a business is in business in the first place. The customer should be at the center of everything a company does, and yes, including how to market products and services. Understanding the customer is at the heart of all successful marketing campaigns.
Do you know who your customers are and how they behave? Knowing this information helps create content and ensures a business targets the right audience. Knowing this is essential, so the right audience engages with your ads.
Defining Your Buyer Persona
Envision your buyer persona as a semi-fictional representation of your customers. It’s advantageous because this helps you better understand your customers and prospects. Think of it as “what else are my customers doing” outside of purchasing products and services from my business. Where do they shop, what are hobbies they enjoy and are they likely millennial moms?
5 Steps to define Your Brands Buyer Persona
1. Understanding Your Business and Products: Before you can understand your customer, you must fully understand yourself and your offerings.
2. What is Your Campaign Desired Outcome? What actions do you want people to take upon receiving your marketing messages? How do you want people to feel after receiving your marketing messages? What will entice them to come back? How will they speak about your business to others?
3. Who Buys from You (Demographic Information): This is quantitative and objective information. These are likely questions you are most familiar with and commonly asked before starting a marketing campaign. Think about age, income, gender, and marital status.
4. Why They Buy from You (Psychographic Information): If you want to go to the next level and be competitive, you can gather psychographic data to give you a significant competitive edge. This in-depth qualitative data (insights) gives you a better idea of the why and how choices are made. Lifestyle, values, interests, personality traits, beliefs, and what are stress culprits in their lives – i.e., what are their needs and how might you help them.
5. Where and How to Get the Information: In the end, a buyer persona is as good as the research behind it. Primary and secondary research is good and necessary. Primary research is obtained by a business collecting information from their current customers through surveys, interviews, or any other methods you can manage. I would recommend starting with no more than five questions. Secondary research typically involves a marketing agency with a marketing insights team that provides beyond the surface demographics data. This usually entails providing rich, actionable psychographic data, involving sequencing, algorithms, and crunching data. All data science tasks are normally beyond the scope and interest of a business owner.
Now that you understand how vital buyer persona is to your marketing campaigns let us get started. At Comporium Media Services, we have pre and post-sales marketing insight capabilities to assist you in building your buyer (aka customer) persona. This is our claim to fame. Reach out to us today! We are happy to get to know your business.