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Have you been struggling to come up with effective customer acquisition and retention strategy?
You may be missing an essential step: Building your buyer persona.
A buyer persona (also referred to as a marketing persona) is a fictional representation of your target customer (or customers).
Building a buyer persona involved all kind of sources:
Having a set of buyer personas you are targeting helps you achieve a number of important marketing goals:
Overall, marketing personas create a deeper understanding of your target audience which, in turn, drives content creation, sales approach, customer relationship management strategy, and really anything that relates to marketing.
Fundamentally, the steps to creating a buyer persona are the following:
For each buyer persona (provided you have the data), you need to collect and organize the following information:
So how to collect the data for your marketing persona creation?
By using publicly-available data like social profiles and literally dozens of APIs across the web, the feature offers marketers a clear insight into the real personality of their target customers.
To give you a glimpse of insight into the actual amount of data, here are a few highlights:
This data is unbelievably useful for building a detailed buyer persona.
The demographic information includes:
Additionally, the report contains your customers’ interests which provides additional data for buyer persona building.
The dashboard provide helpful visualization allowing you to get a better understanding of patterns:
Watch the full video here: Gathering Customer Demographics & Intelligence
Each customer profile provides even more information including:
PayKickstart provides all you may need for detailed persona building, from fundamental demographics breakdown to detailed insights into each customer.
Ask your SEO provider for some insight into the current users of your site. What are their buying behaviors?
Google Analytics has a detailed “Demographics” report that should be enabled prior to using it.
Demographics and interests data provides information about the age and gender of your users, along with the interests they express through their online travel and purchasing activities.
I love the “Interests” section of the report that gives an overview of what my site users are into:
Read how to integrate Google Analytics into PayKickstart here: Add Facebook, Google Analytics, or any other 3rd Party Tracking Scripts
You can also use the collected data to create custom Google Analytics report to see how various segments of your audience are interacting with your site. This helps in creating your “ideal” customer persona.
Finteza is another great solution that comes with all kinds of useful location and demographics data, including the actual devices your audience is using and which cities they came from.
No one knows more about your target audience than Google that has had decades of watching and adapting to all kinds of users. Reverse-engineering Google’s results for your target query will help you understand more about your people you want to attract to your site.
This is exactly what Text Optimizer does: It processes your target search query, extracts Google’s search snippets and applies semantic analysis to show what your target customer is likely to be interested in:
Creating a Unified Conversations inside your organization is key to sharing information and creating detailed personas.
Surveying your customers helps quantify your buyer personas as well as hear back from your current customers and what kind of experience they are having when interacting with your site.
Use PayKickstart’s “Surveys” feature to set up surveys to help you gather data from your actual customers:
Here’s a step-by-step tutorial on how to create an automated customer survey with PayKickstart.
Facebook advertising is a solid sales source for lost of businesses, but there’s one more thing many of us forget. By using Facebook Ads, we open up an invaluable source of data.
Set up lots of micro-campaigns using all kinds of ad targeting to get a better understand of who responds to your advertising messages better. Remember that you’ll be also able to re-target those again to get more of them convert.
Are you creating buyer personas for your business? I hope the tools above will help you adjust and improve your process!
Ann Smarty is the Brand Manager at Internet Marketing Ninjas, as well as co-founder of Viral Content Bee. Ann has been into Internet Marketing for over a decade, she is the former Editor-in-Chief of Search Engine Journal and contributor to prominent search and social blogs including Small Biz Trends and Mashable. Ann is also the frequent speaker at Pubcon and the host of a weekly Twitter chat #vcbuzzRead More About Ann Smarty