Many companies invest in paid or organic traffic and other marketing strategies in order to increase the number of conversions within their sales funnels. However, there is a step before approaching leads that is very necessary to know how to use the right language and with the right people: knowing how to create personas.
According to the Semrush study, persona-based marketing results in a 100% increase in pageviews per visit, around 900% longer site visit duration, and 171% growth in ROI (Return on Investment). The difference promoted in companies that prioritize marketing based on personas is evident.
The important thing in the digital marketing strategy is to understand how and who your client is so that you can arrive at the correct solution and the main pain points of this same client are cited in order to support the argument to overcome sales objections.
Continue reading this article to find out how to create personas.
What is a Digital Marketing Persona?
The persona consists of the ideal customer conception of your business, but in an even deeper way. Through it, you build your marketing material with the right and personalized questions for this customer’s pain, as well as presenting your product as the ideal.
To identify your persona, it is interesting to ask:
- What is the age range of the customer?
- What type of content does he usually consume?
- In which networks does it operate to receive this content?
- What are your interests and behavior as a consumer?
- What are your customer’s main pain points, etc.
Remembering that this customer is the one your team wants to contact to close the sale. If it is B2B, designate the business and what role it operates in.
There is still a big difference between the target audience. The latter has a much broader appeal than the latter, as it deals with the general profile of potential active customers.
For example: your target audience may be women, between 30-45 years old, first-time mothers who are interested in the product x that facilitates the breastfeeding of babies.
The persona is specific: Claudia, 32 years old, mother of her first child, lawyer, with a competitive and very methodical routine, has a lot of difficulty when it comes to breastfeeding. The solution comes with the specific pains of this persona.
How to create personas
To create digital marketing personas, it is necessary to know well the product or service in which your business is offered in order to know how to present the differential. Next, it is important to establish some questions for creating personas:
- What are your client’s physical characteristics (age group, gender, social class, etc.)?
- What kinds of subjects is he interested in?
- What is your level of schooling and education?
- What types of content does he consume and on which channels?
- What are your goals, challenges and difficulties?
- If it is a B2B company, what sector does he work in? And what is your job?
When defining the script of questions, it is important to make them reach the leads. In what way? Through a field survey or even online forms. Thus, it is possible to collect data.
With the data collected, let’s move on to the next step to learn how to create personas:
Elaboration of a profile
With the stipulated questions, you can create a demographic, socioeconomic, age, and other general information that defines your company’s active target audience.
Through the collected data, the information needs to be analyzed to identify your persona’s behavior, interest and pains. With this, you will be able to better characterize your ideal client.
Definition of the persona
Through your ideal client, you can already define the persona, their behavior, interests, hobbies, habits and thus think of content and ways to engage with this persona in order to offer your solution in a personalized way.
Get to know ASB Marketing’s strategies!
ASB Marketing is an agency specialized in Digital Marketing and Sales. We offer our clients complete solutions for Active Prospecting and Attraction Marketing.
In practice, we find your potential client and qualify him with commercial intelligence. Then, we impact this lead with a completely personalized and automated cadence of emails presenting your business solutions and differentials.
Our customer prospecting processes focused on sales performance include everything your business needs:
- Automated active cadence creation
- Semi-automated active cadence creation
- Creating a re-engagement cadence
- A/B testing of cadences
- Content strategy according to funnel and ICP
- Personalization of contents by ICP
- Conversion path (Forms, Workflow, Email)
- Lead Mining (Business Intelligence)
- Lead Generation (ICP)
- Automation platform management
- Platform training
- Funnel structure
- Dedicated SDR
- Outbound consulting
When that customer arrives at the purchase decision stage, we just forward the contact to your commercial team to make the sale. With this, we guarantee sales predictability, reduction of the commercial cycle, operational optimization and increase of internal results.
In addition, we provide the Pre-Sales Consulting solution, in which we help you plan your commercial area, analyze current flows and define strategies to overcome objections in the sales process.
Want to know more about our solutions above? Access right now and chat with our team!