Find your ideal buyer personality and improve your marketing plan
“We want to reach chief learning officers at large companies.” Have you ever started developing a marketing plan and received such a response from your sales team or CEO when asked who the audience was? It is really common to get a short, high-level answer when this question is asked. But as a marketer, the more you know who you’re selling to, the better. Effective marketing starts with a deep understanding of who you need to reach.
The most valuable way to get more details on who your organization is selling to is to develop a buyer personality. A buyer personality is a one-way visual profile that you need to get the attention from that will be included in your marketing plan. The persona describes demographic information about the person, such as age, gender, and job title, as well as information that goes much deeper into who the person is. It should explain what their needs, motivations, and pain points are in their job. Putting the persona together brings the person to life in a way that inspires marketing strategies and prepares sales teams for conversations with prospects that connect them in meaningful ways. Developing a persona opens up conversations with your co-workers about who you’re selling to and gives you more information than a job title and company size.
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Once you’ve created buyer personalities, their marketing implications are strong. Here are 10 ways you can improve your marketing when you have a deep understanding of your customer needs:
1. Align your sales and marketing teams
There have been many reports of misalignment between sales and marketing teams. A research study found that sales people ignore up to 80% of marketing leads and instead spend half of their time on unproductive prospecting. Buying personalities creation is an activity led by marketing but should be a collaborative process with sales. When you meet for talks, you both get to know your customers better and open up a dialogue between the teams in which sales and marketing are coordinated.
2. Refine your messaging points
Regardless of what product or service you’re selling, you’re competing for a consumer’s attention. Not only do you get messages from your competitors, but also from many other brands talking about their work and life. When communicating what your business has to offer, clear messaging points that relate to the person you are reaching will help get their attention. A buyer personality describes customer needs, motivations, and weaknesses that you can use in your messages to create connections and bring in leads.
3. Select the right print outputs
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Generating PR for your business is a beneficial way to keep your company relevant and to be considered a thought leader. To get the most out of the press you generate, you need to make sure that the people you are trying to reach are spending their time with the points of sale you are in. Having a buyer personality describing the resources they trust will help you improve your PR strategy.
4. Determine where to advertise
A digital advertising strategy across platforms like Google, LinkedIn, and Facebook is a fundamental part of a marketing plan for companies that need to generate leads. Knowing where your prospects are spending their time online and how to find eLearning solutions can help you focus on where you are spending your money and resources.
5. Choose Content Marketing Topics
Content marketing is another effective strategy for engaging with consumers by sharing your expertise and creating value. Content marketing can be any number of formats, including blog posts, white papers, eBooks, infographics, or podcasts. Using the buyer personality will provide you with inspiration on topics you want to highlight in your content marketing. How does your company meet the needs of the person? Address this in your content marketing to target your audience.
6. Opt for conferences with the sponsor
Conferences, whether in person or virtual, are an opportunity for your company to be recognized as a thought leader and to build relationships with potential buyers. When you have details about who your customer is and what conferences they are attending, you can focus your sponsorship dollars on conferences where you meet people who will benefit from your business.
7. Develop targeted sales campaigns
If you have a unique job title, company type, and industry inside you, you can work with the sales team to create targeted account-based marketing campaigns that reach a focused group of prospects. Use content topics and advertising channels that are specific to your key accounts based on the information listed in the buyer personality of your campaign.
8. Identify a qualified lead
It is not enough to pass leads on to sales just because they were involved in a marketing campaign. You need to bring in marketing-qualified leads who meet the criteria of a potential buyer in order for leads to be successfully followed up by your sales team. Developing a Buyer Personality is a great opportunity to work with the sales team to define the target audience so that they can be tracked using marketing lead generation technologies such as progressive profiling forms and lead scoring, to whom you will pass qualified leads Sales team.
9. Measure success
Once you have a marketing plan and an agreement on what constitutes a marketing-qualified lead, you have the inputs you need to measure the success of your efforts. Periodically evaluate your marketing performance and evaluate how tactics work or not to target each of your personas.
10. Stay connected with customers
Buyer personalities are usually developed with the goal of attracting new customers, but existing customers are also a productive way to generate more business. Use the buyer personality to create marketing programs that you can use to keep existing customers informed, so you can grow business with them and encourage them to make referrals.
The next time you develop a marketing plan, challenge yourself and your co-workers to provide more than one answer in one sentence for those you are selling to. Collaborate with the sales team and develop buyer personalities who provide detailed profiles of your target audience. Knowing what your customers need, what motivates them, and where you can reach them will benefit your entire business by ensuring that marketing attracts loyal customers.