This is part of a series of blogs that will teach you about the inbound marketing methodology, and the importance of each step for you to attract, convert, close, and delight customers.
When you’re trying to attract visitors to your business, the first thing you need to understand is who your target audience is. By researching what your ideal customer is thinking and looking for, you can align your marketing strategies to convert visitors into leads, and leads into customers.
Where do you start? Create buyer personas.
A buyer persona is a detailed representation of your ideal customer, and it tells you what a prospective customer is thinking during each stage of the buyer’s journey. It is created based on market research and real data about existing customers, and it includes customer demographics, attitudes, concerns, goals, motivations, and behavioral patterns.
How do you use your buyer personas in your marketing?
Once you have a clear picture of the customers you want to reach, you provide content on your website that will attract them to your company via online search and social media. Using inbound marketing strategies, you bring your ideal customers to you, rather than going to get them. In inbound marketing, customers are drawn to your business by your useful, remarkable content.
Your marketing team should use your buyer personas to create educational content that solves your ideal customers’ problems. Having researched your potential clients’ common questions, you’ll have a good sense of what those problems are and what information they’re looking for. Helping a prospective customer make a decision on their own terms as they come across a problem that your company solves establishes a trust that competitors can’t match.
Start by creating an offer based on their common searches. This will help create a targeted approach that will ultimately help convert customers. Along with downloads, you can do this for blogging and social media. Afterwards, you should map out the typical sales timeline for this particular persona so that you can time your lead nurturing campaigns appropriately. A great way to get email opens is by using their common questions as email subject lines (open, click, click, click!).
Creating educational content specific to your personas does more than attract visitors. Knowing which persona a potential customer aligns with can help improve the sales process as well. You can customize your sales pitch and presentation for that lead to focus on their ultimate goals and solutions that your company can offer them.
Now that you know the importance of buyer personas in inbound marketing, you can make better decisions to boost your overall marketing efforts.
In our next post, we’ll talk about how you can attract and convert more visitors to your company through its online presence.