Buyer personas help you target prospects with surgical precision and nurture them with custom content they care about.
Read on to learn seven tips for integrating buyer personas into a lead nurturing campaign:
1. Personas first, content second
Response rates plummet when you send generic content to a broad, untargeted audience. So before building a lead nurturing program, figure out who you are trying to reach. After all, you’ve got to know who you’re talking to before creating your marketing messages.
2. Put the person back into persona
Buyer personas may be fictional, but they uncover key insights into the real people you’re striving to connect with. Personas can help you craft messages that make your prospects feel like you’re speaking directly to them. This is especially important when employing an automated process, like lead nurturing.
3. Uncover pain points
Think about the challenges your personas face. Your lead nurturing messages should explain how you will provide relief.
4. Follow digital footprints
Measure, test, track, and combine data from your customers’ online behavior to get a feel for the habits and motivations of each buyer persona. Where did they go for information? To which messages did they respond?
5. Update regularly
Remember when you created those buyer personas five years ago? Chances are, they no longer fit today’s customers. The buyer’s journey — how customers search for a solution, interact with you, and respond to sales — is constantly evolving. Make sure your personas and lead nurturing tracks line up with their behavior.
6. Include your sales department
Sales has the most direct access to your customers. They understand pain points and motivations — so get their input on personas. You’ll craft marketing messages that are more cohesive from the top of the funnel to the bottom. If sales isn’t aligned with your messaging, the conversation will feel disjointed.
7. Segment based on personas
Finally, it’s time to plug your buyer personas into your lead nurturing tracks. At its simplest, you can segment your database so that each prospect is labeled with a persona.
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MA is not a part time job: just one aspect of it such as the above takes a significant effort. The question is: what’s the return on the investment?
The acquisition of MA can be justified with the basics, but the return on these value-add tasks are gravy to your organization.
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