Before you start your Inbound Marketing Strategy, you have to take into account a number of fundamental aspects to achieve success. How I told you in the previous article, I was talking about what is Inbound Marketing and why using it, we have to focus on providing value to our customer, and not exclusively in increasing sales. Therefore, one of the first steps to follow when you implement the Inbound Marketing in your company is to define your buyer person.
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It’s a semi-fictitious representation of our potential consumer based on a number of variables: demographic information, behavior, needs and motivations.
This is the key part of inbound marketing that Will condition our marketing campaign. You don’t need any traffic to your website, you need the correct traffic, and therefore, all the actions that we plan should revolve around this figure. Depending on the characteristics and needs of our buyer person, the campaign will have a certain form and use a series of messages and channels. Therefore, it is important to devote the first effort to define correctly who is your buyer person. If you talk to the bunch, you’ll be unable to get effective campaigns.
Knowing our users will allow us to be more clear about what kind of content they consume, what platforms they are in and what exactly they need from us. This will help us create the perfect content based on your needs and interests and publish it on the platforms where we know you are. Once this happens, it is much easier to create tactics that help to turn them into leads and finally into clients. Broadly speaking, we can determine as advantages of having our buyer defined person: to increase the level of knowledge we have of our clients, the possibility of defining new lines of business and the improvement of the communication with the client, that It will be a greater effectiveness of marketing actions.
When it comes to creating our ideal customer, we have to do these 3 steps:
We cannot base our buyer’s definition on assumptions. The research takes quite a while, but once done we will be able to achieve success. How can you find this information? You will need to collect relevant data by means of research tools, market studies, surveys, interviews and insights of your databases.
If you already have a company, start by interviewing your regular consumers or prospective customers, and even your workers. Your regular customers will be perfect for your research, because they have already bought your products and are loyal to the company. They can give you a lot of clues about what you’re doing wrong or well. Above all, always focus on the why? Or the motives of your buyer person, more than in their actions.
What do we want to know about our buyer person?
Once you have done the research, you must process the data, search for relevant insights and organize them. This will help you find trends, patterns and similarities among your customers that will help you build the ideal customer archetype.
This is the final step, once you have all the necessary information collected you can create a profile prototype with information about how your buyer is person. You can even include what kind of actions you would do to help him.
It builds a kind of robot portrait, with its own name and even a photograph. Adding specific features and personality to what used to be a population segment will help you create a mental image and focus on who you have to address. Try to summarize the key points of your buyer person as in an elevator pitch, in a short paragraph that allows you to define in less than a minute.
In the next article we will talk about the Buyer Journey, another of the main variables when it comes to creating an Inbound Marketing strategy.
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