Using a Buyer Persona to Boost Customer & Lead Conversion

May 29, 2017 By
lead conversion marketing

lead conversion marketing

The world of digital marketing is ever-changing and always evolving. But one fact remains consistent – the key to engaging your customer base is through creative, relevant and fresh content. Simply put, business owners and marketers need to discover new ways to better connect with their existing customer base and attract new leads.

Before launching into a new content strategy or campaign, it is essential to take a step back and make sure that the first critical step is not being missed – understanding who your customer base and target market are. Marketers need to understand what their needs and interests are as a consumer as well as a social media follower. Developing a ‘Buyer Persona’ will help accomplish this.

What exactly is a Buyer Persona?

Hubspot.com has defined this as:

“A semi-fictional representation of your ideal customer based on market research and real data about your existing customers.Buyer personas provide tremendous structure and insight for your company. A detailed buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the organization. As a result, you will be able to attract the most valuable visitors, leads, and customers to your business.”

Buyer Personas are based customer and target market data including:

  • Customer Demographics
  • Behavior Patterns
  • Purchase History
  • Search History
  • Customer motivation & goals

lead conversionAccurate data helps marketers and business owners become connected to what their target market wants or needs. Customers and leads go through several stages in a buying process, including an awareness, consideration and decision phase. When creating new content and marketing strategies, using your Buyer Persona can help to craft compelling messaging and call to actions that will appeal to your target market. Creating specialized social media content or blog posts that cater to your developed buyer persona will help boost lead conversion and gain repeat business from existing customers.

Remember, great content is key and when created with a clear, concise understanding of who your customer is and their behavior, becomes even more powerful as a marketing tool.

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