Not all buyers in your audience are the same by any means. Each person has their own unique set of needs and expectations from your company. Therefore, understanding your company from the buyer’s perspective is crucial to providing the right content and messaging programs at the right time. The definition of a buyer persona is a fictional identity that represents the type of prospect your business is speaking to. Buyer personas are one of the most important marketing tools for creating targeted programs resulting in increased sales and conversions. According to the infographic, within email programs alone, utilization of buyer personas drives 18 times more revenue than broadcast emails.
Directly addressing your specific buyer’s motivation for becoming a customer yields exceptionally higher conversion rates, as opposed to producing content meant to speak to the entire audience. In fact, only about 10% of your target audience is going to actually become a prospect. So what does that mean for you as a marketer? It means that your focus should be on understanding your prospect’s buyer personas, and targeting the 10% of visitors that genuinely have potential, instead of wasting time and resources on speaking to your entire audience.
Target marketing is certainly an effective method of reaching buyers. However, the creation of specific buyer personalities that represent your specific customers will improve your results even more. Today’s infographic, provided by Single Grain, explores the concept of buyer personas and provides tips for integrating this effective tool into your marketing strategy.
Key points from this infographic include:
- Use of marketing personas made websites 2-5 times more effective and easier to use by targeted users.
- Behaviorally targeted ads are twice as effective as non-targeted ads.
- Personalized emails improve click-through rates by 14%.
- Affinity mapping and focus groups are two effective means of research for developing buyer personas.
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Let us know what you think:
- Do you use buyer personas in your marketing strategy?
- If not, do you plan to?
- What did you find most helpful?