To get a target audience to buy is the grail of doing business—but convincing them to do it is no small fete. Having a website by itself isn’t going to get them to hand over their dollars. You have to make a good, first impression that makes them stop, listen—and buy.
Audience behavior isn’t something you influence. Like a detective, you have to sleuth for the answers, and there are always audience buying patterns that you will uncover. Their habits are also the signals that will help you to unlock the mystery of how to get your offers to them, so they will buy from you every time.
To do it, you will need to consider your audience’s buyer persona. It is a mental picture you create about the best qualities and traits that make up your perfect type of customer.
The information in this article will show you how to create a focused buyer persona that will help you fine tune your marketing strategy and help you ‘drive’ demand.
How to create a focused marketing strategy
To simply “drive a demand” is not your goal: your business should always be positioned (digitally and strategically) to answer the demand. It is a marketing strategy you can build with inbound marketing that uses your specific ‘buyer persona’ as its muse.
Before you introduce your audiences to any marketing strategy, you first will need to follow FOUR basic principles.
- DESIRE, and
These are the basic power groups of marketing, and as a business owner, your goal is to sleuth out how they work together to help you win the hearts of your ideal audience(s).
Your buyer persona can literally indicate who is your perfect customer. But you need to think of each one as a potential—and future customer—who needs to become aware of your presence.
No company can forcibly attract customers, but successful businesses know how to grab an audience’s Attention.
1. Get Your Ideal Audience’s Attention with a Robust Business Presence
Your business’ presence is where it exists digitally, whether it is online or accessible via computing or mobile devices. It will need a specific inbound marketing plan (strategy) that attracts them to your business or your brand. Then your marketing will in turn, ‘drive’ them to your business, so you are able to introduce them to your marketing funnel as part of your strategy as a whole.
You can attract customer with marketing that includes:
- advertising (e.g. advertorials, banner, Google AdWords, and mobile),
- digital PR (public relations), and
- social media (such as Facebook activity).
With social media, be certain to consider the social destination(s) that best fits your business. Facebook activity can attract targeted customers based on their ‘behavior’, but another kind of social presence on a site like Twitter can help you hone in on specific persons whose profiles indicate they already engage with products and services you may offer.
Always remember to think about the social media platform that best fits your business and its ideal customer (again, your “buyer persona”). Then use your sleuthing (targeted inbound marketing and marketing automation) to fine tune your marketing strategy to help you determine which social media destinations are the right fit for you.
‘81 percent of people who shop online research before they buy’, illuminates Adweek,
Consider how you will track increases in customer interactions with your digital presence online and how “Attention Conversion” will measure your ability to retain them.
Track your buyer persona engagement with Key Performance metrics
There are Key Performance Indicators (KPIs) that will help you measure the effectiveness of your campaign(s) across your marketing channels. These same KPIs allow you to observe which types of your marketing automation will attract the greatest number of your buyer personas to your marketing funnel. And you also should consider a monthly or yearly budget to fuel any metrics that you generate.
In “attention conversion”, they include:
- Ad impressions;
- Ad clicks;
- Search analytics;
- Social media analytics
- Facebook “likes”,
- Twitter ‘follows’ and “re-tweets”, and/or
- YouTube “comments” and “views”), and
- Unique website visits.
To get your buyer personas to interact with you will involve you having an intuitive understanding of what motivates them to “buy”. Structure your buyer personas so that each ideal customer has emotions, feelings, specific appearances about them, and patterns about why they visit online. Their ideal habits will serve as a ‘compass’ that will help you focus on the ideal people you want to attract and allow you to hold, and keep their Interest.
2. Keep Your Buyer Personas’ Interest with Invaluable Marketing Content
Invaluable, or ‘quality’ content is how you will interest your audiences to engage with you, now that you have garnered their ‘attention’. The marketing content you create will have a specific goal and it is to interlace your content—with your business—as the go-to answer for your buyer personas’ needs.
And you can structure your content to engage and stimulate them in precise and captivating ways.
The ‘marketed content’ you create and deliver can feature:
- Downloadable case studies (eBook or PDF),
- Dynamic contests and/or giveaways,
- In-depth articles and/or interviews, or
- Web offers with an ethical buyer incentive (item given as a “Thank you” and in exchange to connect with them—also known as building a ‘buyer list’).
“Interest conversion” is how you will retain them—as you entertain your audiences and attract them so their curiosity is followed by interaction, and then devotion.
Your ‘ideal’ buyer personas will begin to prefer you as they discover your content. You’ll measure their level of engagement with the KPIs that track their ‘interest’ with their:
- Interactions with your content,
- The number of inner page views,
- Online store visits and purchases,
- Forums or marketed campaign participation, and
- Repeat visits.
3. Connect to Your Buyer Persona’s Desire.
Customers purchase because of something they desire. Use your sleuthing to help you determine the best ways to make them fall head over heels for you. If grabbing their ‘attention’s the first date and piquing their interest is the date number two, then connecting with them emotionally can entice them to go on a third date.
But ultimately, online buying, is in reality, a “two-way street”, connotes Nielsen.
The KPIs you can use to connect with your buyer personas’ Desire(s) must include an offer that you make and your presentation must speak to their core values. It’s the je ne sais quoi—that special something about you—that your ideal customers have to get more of. You can build their ‘desire’ about you with your content and with KPIs that track their ‘interest’ through:
- Order forms,
- Email or newsletter “double opt-ins”,
- Member community ‘joins’, ‘likes’, and ‘follows’,
- Queries to have a sales meet or a consultation call, and
- Customer registration.
The metrics you curate will also give you specific insights about each unique customer who falls into your buyer persona. This is tantamount to helping you sleuth the many different types of consumer behavior. They are the patterns and habits you can tailor your content to, as you discover more about their ‘desires’.
4. Apply Action to Generate Repeat Buyer Persona Interaction and Loyalty
Your ideal customers will need to engage with your digital real estate (your inbound marketing via your marketing automation) exclusively. While your marketing strategy needs to produce commercial returns: always remember that your buyer persona must demonstrate the demand.
Always think about how you can use your digital content to increase your customer base as you bring into your marketing funnel.
Your content and the four principles of generating a focused buyer persona market strategy will help you attract the current demand. It exists in your ideal customers who will drive your business while they participate in your offers that they enjoy.
These timely offers are measured with your KPIs in:
- Online sales,
- Pitches for your company that are won,
- Tracked advertisement conversions,
- Consumer buzz about your brand,
- Offline sales, and
- Customer referrals.
While there isn’t a magic bullet or secret sauce that can build a business, a solid marketing strategy coupled with sound inbound marketing can produce a measurable return on investment: because it’ is trackable.
Digital marketing is complex, but it is also an asset that you can build into a focused marketing strategy that drives demand.
And your buyer persona is the driver.
Remember that your ideal customer should be the indicator of the demand.
Apply the principles of Attraction, Interest, Desire, and Action (AIDA) in your marketing strategy and build a quality brand that not only engages your ‘ideal’ buyer persona, but also increases your return on investment as it increases in value.