As a company, your bottom line is to see conversions, make a difference to your customers, and turn a profit. In an ideal world, it would be as simple as 1-2-3, and people would just flock to your brand. But conversions don’t just happen spontaneously. Savvy marketers recognize the importance of finding and connecting with new prospects to generate more leads.
You can’t appeal to everyone. Marketing isn’t about just getting your message out there; it’s about getting the right message out there to the right people. Getting to know your audience in the earliest stages of a campaign and tailoring your marketing message to connect with them in relevant ways that lead to conversions is a crucial part of the equation.
So how do you sort through the masses and appeal to segments within your larger audience? Follow this 4-step approach to define and sketch your audience personas and start generating more solid leads that convert.
Dive into the details
Diving into your ideal audience demographics is key. Start out by creating a detailed description of who they are, their likes and dislikes, and what drives them in life. Details are everywhere—but sometimes you have to do a little digging to find them. Listen to social chatter where potential prospects voice their thoughts, opinions, fears and questions over social media. Have actual conversations with your demographic. Conduct interviews or surveys. There’s no such thing as too much detail—every tidbit will help create a more defined audience and a more targeted message to appeal to them.
Details to consider:
- Job description
- Daily tasks at work
- Weekend activities
- Who they enjoy spending time with
- Where they spend their time
- Include a photo (of a real person, or a person who captures the essence of your audience)
Get into their heads
Tapping into your audience’s minds, values and motives can help you shape a marketing message that resonates with them. Knowing their goals, and what drives them to succeed professionally and personally will enable you to position your offer in an appealing way. Zig Ziglar once said that “people don’t care how much you know until they know how much you care.” Show how you can help achieve their goals, and they’ll happily reach out to you for a solution.
Identify their pain points
People are overcomers by nature, which is why fear and discomfort drives people to action. They know there are solutions—it’s just a matter of finding them. By understanding pain points and challenges that your audience faces you can craft a message that not only touches on the things they care about, but presents a solution to the problems that plague them.
Tailor your offer and message
Having the groundwork laid, you can determine what offer will connect with each persona, and create a proposition that they can’t refuse. Position your call-to-action in light of all you know about them, and you’ll be able to present the same offer (or different ones, as the case may be) in new ways that resonate with your particular audience.
By defining 3-5 personas, you’ll ensure that you cover a majority of your audience segments for the broadest reach in the most targeted way. To kick off a marketing strategy driven by data, contact Impressive.