Targeting the audience on paid ads always a crucial task for marketers as it impacts advertising, as well as customer experience, branding, and business operations.
The more specific the product is, the more important it is to get to know your customer through different levels of market research – which enables you to customize your product development and marketing efforts to ‘speak’ to customers directly.
A Lead generation agency will help you with this, but for your knowledge, we have listed down some key concepts to help you achieve that.
What is a buyer persona?
A buyer persona is a fictional representation of your customer base. Based on market research and analysis of your existing consumer data, you develop an ideal representation or persona of your customer and you attribute qualities to this persona to develop a strong insight into your customer’s psyche.
This is an important step in lead generation.
This will help you align your product development and marketing efforts to develop a strong connection with your customer base and you will be able to generate more leads.
On the other hand, a negative buyer persona is someone who you should not be targeting with your marketing either because they would find your product irrelevant, they do not have the buying capacity for your product or they have no benefit to gain from the product.
This too will help you to channelize and narrow down your marketing focus to address the needs, concerns, and wishes of a specific customer segment.
This is what experts at our Lead Generation Agency recommend.
For social media marketing on LinkedIn, Facebook, and Google Adwords, building a buyer persona can do wonders from driving quality traffic to your website. By quality we mean, customers who have a genuine need for your product and have an intention to buy your product.
Now, how exactly do you develop a buyer persona? You could employ Lead Generation Services that will help you with this but since we like you, we would like to share some tips on how you can do this.
How can you develop a buyer persona?
The best place you can start with to identify your buyer persona is to collect data about your existing customers. Look at how your customers or leads are finding you and what kind of content do they engage with the most.
Develop survey forms that you can put on your website to find out exactly who is visiting your website and why. Develop your forms to help you categorize your customers based on the variable you have identified.
If your customer varies with age, then use age as a form field. Try to get interviews with existing customers to get to know what exactly they like about your product.
In addition, you could also interview people who discontinued using your product to get to know what exactly drove them to quit your product (However, be mindful that you do not ask customers to fill out a lengthy survey form, this could result in them getting bored and not giving you the right information you want).
A good Lead generation company will advise you to set up some incentives for your interviewees. Give your customers some kind of incentive for finishing up the survey form either with a gift card or a coupon code. All this could help you gain information on your ideal customer.
Reach out to people who don’t know anything about your brand or your products. This could be a great way to help you capture prospective customer reactions to your product. A Lead Generation Company can help you capture this aspect perfectly.
If you are a business that seeks to foray into a new market then, get referrals that will help you connect with who you think might be your target audience.
LinkedIn can help you search for prospective customers, find common connections with them, using that you can ask mutual connections to get you an introduction to prospective clients.
Once you do get a chance to interview prospective customers and existing customers, make sure to ask about the following so that you have all the data you need to conduct your market research.
This information comes straight from experts at our Lead Generation Company in Bangalore.
Firstly, you would need to understand how are you going to use your research, are you looking to sell to other businesses or are you looking to sell to the customer. Based on this you would need to alter your survey forms to capture essential information as Business to Business marketing is vastly different from Business to Customer marketing.
You would need to collect demographic information that will help you profile all your customers based on age, gender, location, and married status. This would help you understand their perspective better.
When framing your survey, be sure to use lingo that your prospects relate to (our Lead Generation Agency has seen great results using this tactic) If your prospects come from a business background you would need to use technical terms and with customers, you should be using layman terms.
You should frame questions that help you get an understanding of the consumer’s mindset, needs, expectations, and concerns using a stated preference survey through which you can get an understanding of the degree to which a prospective customer would buy your product.
You can cross-reference these answers with demographic information to find out exactly which customer segment is more attuned towards your product (experts at our Lead Generation Agency swear by this!)
Another important aspect which you should capture is where do customers go to fulfill their shopping needs or find solutions to business challenges (depending on the type of customer you are dealing with).
Above all, the most important element that often goes unnoticed in surveys is the question of why? If the customer responds in a particular way, it is important to follow up on why they answered in such a way, based on this you can understand their behavior, opinion or tendency in a much better way.
You can employ Lead Generation Services to help you out with this!
After you have gathered all the data, break them up into categories, this would help other departments use the information that you have collected to build upon their strategy.
You can cross-reference information from different categories to identify any kind of patterns in customer behavior which would help you build a story for your persona, and attribute personal qualities to your customer persona.
Finally, you need to craft your marketing messages to the persona you have built. Put a name and a face to that persona so that you ‘humanize’ it and understand that this is a person who your company caters to.
As the very purpose of a Business is to identify the needs of a customer segment and cater to them, knowing the mind of your customer is important to being successful in the business.
The customer can have varying definitions depending on your product, for example, if you sell bicycles, your customer base would include bicyclists, kids, environmentally aware people who prefer to lower their fuel consumption, or any combination of the above. With so many varying definitions, it is difficult to target each customer type.
Any good Lead Generation Agency will tell you that targeting everyone is not good in a marketing sense because then your marketing efforts will go out of sync with the intentions behind the product and moreover, your marketing message would not be able to strike a chord with the intended use of the product who needs to be able to relate to your product in order to become a customer.
If you need any help with building your buyer persona for enhanced lead generation, feel free to reach out to our experts at our Lead generation Company in Bangalore who will guide you on what steps you should take to lure that ever-dynamic customer.
Lead nurturing is the process of helping customers in every process of sales.
Every customer will have confusion in buying the right products, by providing good help and support to the customer in every stage of the sales process.
The right product will always have a happy customer, a happy customer (as per human psychology) will suggest the product to his family relatives and friends.
If the suggested reference has keen on buying the product it will lead to a good sales growth of the product. Lead nurturing is not an easy job to convincing a product for the customer it requires smart thinking, good abilities, and a good understanding of the customer.
If these skills are developed a customer can be convinced the way we present the product.
The basic requirements to understand the customer is through knowing his need for the product and the way how the product will have an impact on the customers.
Here are some of the basic things that should be keen on suggesting the product to the customer.
- The product should be within his budget limits.
- The need for a product to the customer.
- The product should be presented in a good manner.
- Making the customer understand the functions or features of the product.
- How the product helps him build his reputation in society.
The lead nurturing mainly deals with enquires/leads generated online. More than 70% to 80% of the leads generated will never be converted into good sales. Only 20% to 30% of the leads will have good sales.
The 70% to 80% of the leads that fail are due to a lack of understanding of the customer or not having good communication /conversation with the customers.
This non-converted sale percentage can be brought to minimal through frequent follow-ups and keeping the customers updated about the product and generating anxiety about the product in them. It also develops the tactics of the sales co-ordinate in convincing the customer.
Lead nurturing has more scope in today’s world as more people are dependent on this.
Here are some things that a person can learn through lead nurturing.
- A person can gain sufficient knowledge about the product and its competitive products.
- A person can gain a good knowledge of marketing.
- He/she can develop good communication skills.
- A person will be able to analyze the customers
Advantages of lead nurturing.
- Helps the customer to carry on the sales process easily.
- Develops good communication between the customers and sales co-ordinates.
- Helps in the internal development of sales.
- Allows the customer to provide/suggest references.
- Helps in the growth of the product in the market.
- It creates good reviews for the product.
Hope you found this article helpful!