Previously, we spoke about customer avatars and why its important for a business to have one. Once you have created your buyer personas, it is important to use them to create targeted business and marketing strategies. Here are some strategies you can use to utilise your buyer personas:
- Create content that is tailored to the needs of each buyer persona.
- Personalise your marketing messages to each buyer persona.
- Create products and services that meet the needs of each buyer persona.
- Reach out to customers on social media based on their interests and values.
- Segment your email list based on customer personas.
- Create targeted ads on social media and search engines.
How to Use Buyer Personas to Build Targeted Content
Creating personalised content is an effective way to engage your audience. You can use your buyer personas to create content that speaks to their needs and interests.
For example, if you know that your target audience is working professionals, you can create content that speaks to their needs, such as productivity tips and advice. You can also create content that educates them on topics related to their profession, such as industry trends and best practices.
Buyer Personas and Social Media Marketing
Social media is a great way to reach out to your target audience and engage with them. You can use your buyer personas to create targeted social media campaigns and content.
Targeting the right audience on social media will not only lower customer acquisition costs but also improve your social media footprint as your targeted content will be accepted and shared organically by your target audience. This will increase your reputation, social proof, and recruit unlimited unpaid ambassadors for your brand.
Buyer Personas and Email Marketing
Email marketing is another powerful way to reach out to your target audience. You can use your buyer personas to create targeted email campaigns.
For example, if you know that your target audience is working professionals, you can go beyond creating emails that speak to their needs. You will know to schedule your emails for optimum open and reading Eg: Within working hours, around tea(10:00am) or lunch break times, or even after-hours depending on your subject matter. You can also segment your email list based and create personalised emails for each client persona.
Buyer Personas and Ad Targeting
Ad targeting is a great way to target the right people with the right message. You can use your buyer personas to create targeted ads on social media and search engines.
For example, if you know that your target avatar is mainly female millennials, you can narrow your ad targeting to exclude all males and all females outside the avatar profile. This means you may still sell to females of all other groups, but your ad budget will only focus on your primary customer profile. It also means that your ad conversion rate will always stay above average while significantly lowering your customer acquisition cost.
Buyer Personas and Product/Service Expansion
A product or service may be created to serve one purpose only for customers to end up using it for a different purpose. Understanding how your target users utilise your product can be a critical step in creating different product niches that cater to specific emerging needs in your market.
For example, when M-Pesa was first launched in Kenya back in 2005, it had a single service, cash remittance from sender to recipient. Over the years, the service has expanded greatly to the point where it’s easier to count the transactions it can’t handle rather than counting what it does. First, users began holding cash-floats in their account and only withdrawing when they needed to pay bills, so the service introduced a pay-bill option for users to pay most utility bills and government services. Today as service uptake increased, people had been using M-Pesa to pay for goods and services by sending money to shop owners, the service introduced till numbers for small businesses to collect payments from customers at a lower tariff. Somewhere in between the service has integrated hundreds of applications ranging from insurance to global cash remittance services. In most cases, the consumers created the path by using the service outside its original scope, and the brand followed by building specific and custom solutions to those use-case scenarios.
Conclusion
Creating buyer personas is an important part of any successful marketing strategy. By understanding your customer avatar, you can create content, products, and services that are tailored to their needs. You can also create targeted ads on social media and search engines that are tailored to each buyer persona.
If you want to create effective marketing strategies, it is important to understand your customer avatar. By gathering data from customer surveys and interviews, and creating buyer personas, you can create content, products, and services that are tailored to your target customer’s needs.
Are you ready to create buyer personas for your business? Contact us today for a free consultation on how to get started.
