Deep Dive Buyer Personas, and Brand Intimacy.
Most companies assume that what is typically referred to as a “Buyer Persona” will help with their marketing and sales strategy. When in fact, they are little more than buyer profiles. Well defined buyer personas tell the compelling reasons that the persons profiled will actually purchase your product or service.
More than this, the buyer’s journey is only part of the process of mapping a persona. There are 5 pillars that you need to consider before you have a full picture.
Learn the most compelling reason that buyers decide to invest in a solution like the one your company offers. Marketers use this insight to define, defend and execute strategies that resonate with buyers at the earliest stages in their decisions.
Describe the operational or personal results that your buyer persona expects from purchasing a solution like the one you offer. These are not benefits, but are similar and will eliminate the need to guess-at or reverse engineer your messaging based on your solutions capabilities.
This insight is often referred to as the bad news insight because it defines what prevents buyers from considering your solution and why some may feel your competitors have a better approach. Knowing this allows you to reassure your buyer your company or solution will help alleviate the Priority and Success Insights.
Clarifying the behind-the-scenes story about the work your buyers do to evaluate options, eliminate contenders and settle on their final choice. You use this insight to align your sales and marketing activities and each step of the decision making process.
The final piece of the puzzle. The decision criteria teaches you which specific attributes of your product, service or solution buyers evaluate as they compare you against the competition. Quite often they deliver surprising results revealing that buyers are not satisfied with benefit oriented materials and that facts are more likely to gain their trust. You may learn that your newest or most distinctive capabilities have the least impact on their decisions.
Personalisation in marketing covers many things, like recognition upon return to your favourite website, pre-filled forms with your personal details, deals suggested on your previous buying habits, customised content according to what’s previously been read or commented on a website. All of these are points of personalisation aimed at smoothing the way for a transaction between brand and visitor.
Consistency within brands is key to building customer alliances. Tone of voice, brand colours, outputs, quality of speakers at events, influence, content, social it all adds up to keeping your buyers closely aligned to your brand and goes a long way to building advocacy amongst your customer base. Remember that part of your brand is what people say about you even when they’re not buying your products or services.
Keeping it simple in your marketing communications is often difficult as more and more brands try something elaborate to keep buyers engaged throughout the relationship. The aim here is to remove clutter from your marketing activities and communications and ensure your message is clear for all to receive or interpret. The tech available on the market tends to get marketers to start thinking of complex concepts to try and win “airtime” from buyers when it is in fact an opportunity to clarify, simplify and become more concise.
When we talk about usability in marketing we often refer to a product. But generally speaking you can apply the logic to all aspects of the brand experience. From your tangible products to your user experience on your websites and the content you can produce. By asking who, why and how this product, piece of content will be of use or absorbed and then testing that. You can significantly improve absorption and user interactivity with your brands key products and messaging. Developing a whole strategy around usability within your brands marketing and communications process.