A buyer persona is a fundamental part of understanding your audience and the B2B buyers. A buyer persona is of supreme importance; however, only 44% of the B2B marketers are using buyer personas in their marketing strategies. This gives the idea that there is a lot of room for you to implement a buyer persona in your B2B marketing strategy and generate more revenue for the company.
Buyer personas help marketers give a face to their customer base by enabling them to create more relevant and valuable content for their audience. Here we will discuss how you can use buyer persona in your marketing strategy. Before moving in detail about utilizing buyer persona, you should be able to know how you can create B2B buyer persona. Follow the below steps to do so:
• Customer Interviews – In the first step, you should start with interviewing your clients. The best way to do is by conducting surveys. This will give you a clear idea about the needs of your customers, the challenges they face and how your business can help them overcome these challenges. By conducting interviews, you can also know about the expectations the customers have from your company.
• Discuss Issues with the Sales Team – Your sales in the frontline team of your business that deals with the customers. By informing them of the problems faced by the customers, you can work out a great flaw in the client dealing. Besides this, you will also gain information about what kind of person your company works well with and what kind it does not. Identification of negative personas is necessary.
• Online Research – You can get tons of information about your potential prospects through their online accounts. You can look at their website to gain some knowledge and devise your marketing strategy to serve their needs.
Using the said steps, you can easily create buyer persona. Moving on how you can utilize buyer persona; read below to get some idea about how to use it.
Write Content Directed towards Them
Start with writing unique content that speaks to your customer’s needs, pain points and goals. However, you should make sure that the content is for each of your personas.
Use What They Like
The purpose of acquiring the information about the customers is to offer them value. To make them comfortable with your business, you should mention the platforms which your personas visit for knowledge. You can quote those platforms or channels in your content.
Arrange Your Contacts
Your contact database should be properly organized according to the buyer personas. B2B marketing is all about providing the right information to the right people. If the contacts are arranged according to the personas, it will become easier for you to provide them with information that relates to their interests and needs.
Update Website According to Personas
Another way to use the personas is through your site. The website of your company should be well arranged in line with the personas. This would make it easier for every type of the customers who visit your site, and the chances of turning the traffic into actual sales will increase significantly.
These are some ways in which you can use buyer personas. It is worth mentioning that today’s customer is changing and you have to be well aware of their needs so that you can offer them the right solution.
- On July 20, 2017