How would you like to improve your email campaigns by 2x for opens, and 5x for click-through-rates? If you are in sales or marketing the answer to that question is probably an emphatic yes! You absolutely can improve your offline and online marketing and sales efforts, with buyer personas.
In the webinar titled “The ROI of Buyer Personas”, John Sweeney and Richard Harris from DemandGen and James Ollerenshaw from Forrester, dive into more detail regarding attaching an ROI to a buyer persona strategy. The results are real, and measurable. So what is a “buyer persona” and why do they work so well?
Just about any product or service is purchased for a variety of different reasons. Take any energy drink as an example. Some might buy the drink to help them fuel a workout, while others are looking for a product to help them get through the workday. A buyer persona is a profile of your various client categories and their motivations for purchasing your product/service. Experimentation has demonstrated that targeting specific personas yields far better results than a one-size-fits-all approach.
Why are buyer personas so effective? One of the primary reasons for this is that the buyer landscape has changed dramatically. More than ever before, your prospects are consistently bombarded by all kinds of advertising across a host of different media that may or may not be relevant to them. A fatigue, of sorts, sets in where buyers are trained to go out of their way to disregard most types of advertising, especially email marketing because these efforts do not resonate with them in any profound or meaningful way. In fact, Return Path states that 70% of spam complaints are related to email marketing.
Incorporating buyer personas into your marketing and sales efforts allows you to connect with your buyers for precisely the reasons they might consider your product. If i’m a workout enthusiast and potential buyer, I might want to know that studies show caffeine has a measurable effect on workout performance. Or if I’m sitting in my office chair, I might want to know that caffeine is proven to enhance cognition and focus. Buyer personas allow you to position your product as a solution to a real world problem your prospect faces.
There are many great ways to incorporate buyer personas into your sales and marketing efforts. One great way, is to segment your website to appeal to your various personas. On your energy website, for instance, you could display two main segments on the same page. One might ask “How can I boost my workout performance?”, and the other might be “How can I be more effective at work?”. Once the user makes their selection, they are guided through a series of highly targeted content and conversion calls-to-action.
I encourage you to take another look at your targeting strategy and begin building out your buyer personas. There are many resources available to help you get started. One such resource would be Up Close and Persona which will guide you through this process. You could also try running experiments on Google AdWords to find out which keywords are resulting in the highest conversions. Ultimately, if we learn to truly identify with our target audience and their motivations, they will in turn reward us with higher conversion rates and increased revenue.