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Personalize your marketing for multiple personas.
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A common mistake many companies make is using a “one size fits all” approach to their marketing efforts. In other words, the company has come up with his one marketing strategy and uses his marketing techniques to convey the same message to everyone who sees the ad. Yes, this is a simple approach that saves you the time and effort required to customize your message to specific sub-audiences. But if you’re looking to maximize your return on marketing spend, the additional upfront investment in building your customer personas (sub-audiences) and his journey flow (up and down the funnel) will certainly pay off. increase. So don’t be penny smart in the short term and stupid pounds in the long term. The more you personalize your message to your exact target and where they are in the buying process, the more you can help boost your marketing efforts. This post will help you learn how to do just that.
What is a customer persona?
A customer persona is a sub-audience of users who are purchasing a product or service. If you’re a consumer business, it’s probably male and female buyers, older and younger buyers, or the target products they’re most interested in (like coffee drinkers and tea drinkers). If you’re a B2B business, it’s probably customers in one industry or another, or buyers at different levels of your organization (e.g. executives and lower-level managers), or companies of different sizes (e.g. large companies and small and medium enterprises). All of these sub-audiences should receive directly relevant marketing messages.
What is a customer journey?
The customer journey is the way a customer researches, considers, and ultimately purchases a product or service. Customers researching to figure out what they need are typically at the top of the funnel, they know what they want, and customers looking at different vendors and solutions are at the top of the funnel. The middle part, the customer who has bought the price and is ready to pull the trigger is the bottom part of the funnel. Why is it important? Marketing messages should be tailored to where the customer is on his journey.
Those who are upstream in the funnel need to know why the solution is needed in the first place, and those in the middle of the funnel need to know that your product is better than others on the market. , and those downstream in the funnel get a 10% discount on purchases made before the end of the month.
And the marketing tools you use to communicate with your customers can range from up-funnel mass marketing tactics (TV, radio, print, search engines, etc.) to one-to-one marketing tactics (email, phone, etc.). For lower funnel. Therefore, knowing the customer journey and the best medium to communicate with the target is a key factor for marketers to personalize his message.
this article i wrote Master the marketing funnel and media mix may assist in this process.
What does personalized marketing really mean?
Personalizing your marketing means that you need different marketing creatives for each sub-audience. Let’s say he has three core personas and three stages of the marketing funnel. This amounts to a total of 9 different creatives (not just 1) that need to be created. And in those creatives, use images and copy that actually resonate with your sub-audience. So if you’re talking to men, be creative and use the male model. If you’re talking to an older person, include an older person in your creative. If you are driving a specific industry use case, be creative and consult with an expert in that industry. If you’re talking to executives, don’t advertise the strategic benefits of your product, but the more tactical features you advertise to lower-level employees. You get the point. Do not spray and pray. Focus on your targeting and message and good things will happen to accelerate your sales.
What can you expect from personalization?
At every tier of personalization, you can expect increased conversion rates and, ultimately, increased sales. So, as an example, let’s say you can convert her 10% of your prospects with a one-size-fits-all approach. By layering your customer personas, you have the potential to convert her 20% of your leads. And with more messaging on the customer journey, you could potentially convert 30% of your leads. The better you sharpen your pencil, the higher the resulting profit. A good marketing agency can help you here.
tracking is important
Setting up customer personas, journeys, and creatives is only part of the exercise. Another part is tracking the results from each of these sub-audiences. So, when setting up campaigns, tracking URLs and other conversion metrics, make sure you have proper tagging and tracking in place. That way, CRMs can easily see how different personas are doing better in driving sales. You may learn that each persona behaves equally well and deserves equal attention. Or you may find that certain personas outperform others, requiring too much attention and budget, and divert your efforts away from other less performing personas. The devil is in the details and everything has to be tracked and optimized.
lastly
The concepts presented in this post are a “gamble” in the world of marketing and it amazes me how many early stage companies have no clue here. You can waste a lot. Or at least you won’t get as high an ROI as you should in the end. So either hire a strong marketing team or contract with a strong marketing agency. They are here to help lay the groundwork and ultimately lead you to your greatest marketing success. Good luck! !
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George Deve is a partner red rocket ventures author with 101 Startup Lessons – Entrepreneur Handbook.