'If you don’t have a clear vision of your audience, you’re going to be shooting in the dark and, chances are, your conversion rates will be weak at best.
Manchester (PRWEB UK) 13 May 2013
Find the Edge founder and marketing guru, Kenny Goodman, has highlighted the creation of accurate customer personas as an essential part of an effective marketing strategy.
In a new article on the business website, he explains why the personas are so important, and gives a detailed description of how they can be created and used to maximum effect.
He said: 'If you don’t have a clear vision of your audience, you’re going to be shooting in the dark and, chances are, your conversion rates will be weak at best.
'Vague demographic groups, or stereotypes, aren’t enough – you need to get into their heads and under their skin to gain an understanding of how they think and what motivates them.
'Simply put, a buyer persona is a description of the person you’re looking to engage with. It will help you to gain an understanding of how to push their buttons, and the best ways to motivate them into taking action.'
He recommends collecting data about customers who have converted, through either surveys, interviews, meetings or focus groups.
The data gathered can then be used to create the personas, which are effectively fictional characters, or 'ideal customers'. Marketing material can then be generated that is aimed directly at these characters, which are indicative of the wider target market.
Goodman said: 'Give each persona a name, job title and invent their family history, hobbies and plans for the future – all based on what you’ve discovered from your research. What’s the last thing they think of at night, and what are their daily challenges? Add as much detail as you can.
'Once this is complete, there will be no room for confusion or fuzzy thinking. You’ll know exactly who you’re looking to engage, and so will everyone in your team.'
The article can be read in full here: http://www.findtheedge.co.uk/sales-marketing/sales/complete-guide-to-creating-a-buyer-persona-for-your-business.
Kenny Goodman is a marketing expert and CEO of Find the Edge, which is a site designed to help business leaders share and expand their knowledge levels. More about him can be found here: http://www.findtheedge.co.uk/expert-panelist/kenny-goodman.