Take time to understand your audience
Understanding your target audience is essential to increasing your opportunities to sell and subsequently bagging that sale. From our experience, creating an online persona is vital to run a successful digital marketing campaign.
According to research from Dun & Bradstreet, 57% of marketers admitted lack of target audience understanding was their biggest hurdle in B2B marketing. With this in mind, we would urge clients to work closely with their agency so that they fully understand the target customer and therefore create the ideal online buyer persona.
Steps to create an online persona
If you’re a small business, setting up a persona is something you can do yourself with a few simple steps. Equally, you can also work with your marketing agency to help create a character of your ideal customer. You may find that a quick brainstorm session with your agency will get that character swiftly into shape.
- Consider your character’s goals or challenges.
- Start with their job role and then imagine their personal goals such as business growth, saving the business money or future promotion.
- Then imagine what challenges they face and create solutions around these.
So, already you can begin to see a personality form in front of you.
What solution are you offering?
Once you have this character created you should get a clearer idea of how your services or product can help them – what solution are you offering them? Create a few buzzwords and one or two sentences around this solution you have to their business problem or needs. This can then form key messages in marketing campaigns.
So, with these few simple steps you can begin to get a feel for where you would market because you understand what makes your target audience tick, and what channels you would use to reap the best sales results and return on investment.
Get in touch with us to discuss how a digital marketing campaign to optimise your website with tailored content to your audience can help your business rise in search rankings.