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Optimize Digital Marketing with Actionable Buyer Personas

You can’t create an effective digital marketing campaign if you don’t have a clear understanding of who your customer is. Once you address this critical question, you’ll be on your way to creating an online marketing strategy that generates results for your business.
When you understand who your customer is and how they think, you’ll be able to be more effective with your digital marketing strategy in the following ways:

  • Focus your value proposition on the needs and wants of the customer.
  • Create content that appeals to your customer’s needs and wants.
  • Develop a customer-centered website design.
  • Personalize your email marketing campaigns to drive results.
  • Improve your reach on social media with engaging content.
  • See issues from your customer’s point of view.

Understanding who your customer is will allow you to create buyer personas, which are fictional characters that make up your target audience. Most businesses have more than one buyer persona, and it will help you tremendously with your digital marketing strategy to brainstorm your various buyer personas.

Follow these simple steps to help you to create actionable buyer personas:

Step 1: Determine your goals.
How will your buyer persona relate to your company’s goals? An actionable buyer persona should align with your overall business strategy.

Let’s say that your goal is to get your customers to buy more product. Taking a look at how your buyer persona behaves in each stage of your sales funnel will allow you to tailor content to encourage the customer take the next step. This will help the customer to move through the sales funnel and ultimately purchase more product, therefore aligning with the business goal.

Step 2: Research your target audience.
Many businesses just skim the surface on what their buyer personas entail. Not having a clear understanding of your buyer personas puts your business at a competitive disadvantage and will have negative repercussions on your digital marketing strategy.

To really get to know your buyer personas, focus on why they purchase, what motivates their purchase decision, and who influences them. Today’s business owners have a wealth of online research tools to get very granular with who their buyer personas are. Some of the best tools include your analytics dashboard, surveys, focus groups, and blog comments.

Step 3: Create the buyer persona.
Once you’ve determined your business goals and researched your target audience, you’re ready to begin creating your buyer personas.

As a best practice, use a clear and concise format that is easy for your team to understand. Give your buyer persona a name and include a picture of him or her. Use bullet points to provide a background about your buyer persona. Share the buyer’s interests, motivations, and behaviors.

If you start thinking about your buyer persona as a real person, it will be easier for you and your team to connect the buyer persona to your business goals.

Step 4: Integrate the buyer persona into your digital marketing strategy.
Once you nail down your buyer persona, it’s time to start integrating it into your digital marketing strategy. For the best results, share your buyer personas with each department within your company and discuss how the teams can apply this data to reach their goals.

Step 5: Review your buyer persona.
Your business evolves over time, and so will your buyer personas. This is why you need to review your buyer personas on a quarterly basis to determine if they’re still working for your business.

In summary, there’s no one correct way to build an actionable buyer persona. You just want to make sure that your process of creating a buyer persona will provide your business with an accurate reflection of who your customer really is. Once you have this information, you can execute a digital marketing strategy that will produce results for your business.

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