Strategic Marketing Personas: Of All The Customers In the World, Which Are Yours?
How do you identify your ideal customer? Where do you find them? What characteristics define what brands they prefer? If you own or operate a business in the roofing, HVAC, or solar industries, knowing how to locate your perfect customer requires a comprehensive understanding of the particularities that characterize them. It also involves separating the attributes that don’t reflect them or their buying tendencies.
Why Your Marketing Strategy Requires A Thorough Understanding Of Your Customers
Every year, businesses invest substantial amounts of capital into marketing campaigns. Most of them use a combination of advertising efforts – (i) digital (email distribution, social media marketing, PPC advertising) or (ii) traditional (direct mailers, billboards, television ads) channels. Unfortunately, businesses often fail to understand each promotional effort’s return on investment (ROI). Most businesses waste precious time, energy, and resources on marketing efforts that yield little or no ROI. And the worst part? They don’t even know it!
Art Unlimited’s Persona Blueprints analyze and incorporate the crucial elements concerning how to understand a business’s ideal customers more accurately. We give you the insider’s perspective regarding what precise factors motivate your customers to want to engage with you.
In the process, we prepare a customized Target Market Report that shows you what you should do (and, just as important, what you should not do) to reach your customers effectively. No longer will you squander valuable resources on inefficient or futile marketing campaigns!
Ways To Discover Key Demographics Of Your PreferredAnd Ideal Customers
Estimates indicate that businesses waste tens of billions of dollars annually on marketing campaigns that fail to engage the target audience – their ideal customer. A target audience centers around an identifiable segment of the population with a shared (i) interest, (ii) demographic, (iii) region, (iv) value, or (v) common characteristic. Crafting a persona to describe this ideal customer humanizes them, making it more likely that the business can develop an effective marketing strategy to reach them successfully.
Since the right customers are the lifeblood of any prosperous business, understanding their demographics provides invaluable insight into what makes them your customers (and how to build upon that relationship.) Here are three crucial steps you can take to learn more about your ideal customers:
Contact Existing Customers Directly To Obtain Their Perspectives
One of the “easiest” ways to understand your customers is to reach out to them – especially the ones who fit squarely within your definition of “ideal.” By making a concerted effort to connect with them and learn more about their pain points, you gain a stronger understanding of who they represent.
Study Your Competition To Understand Their Marketing Approach
If your leading competitors are marketing to the same population segment, it only makes sense to analyze any information you have available regarding your competition. What promotional methods do they incorporate? What impact do these marketing efforts have on the customer base? You can learn a lot.
Analyze Known Psychographic Data Regarding Your Customers
The psychological factors behind what drives a consumer to purchase from one brand versus another comparable brand is an incredible study into the human mind (and how we use perception to formulate reality.) Use the available demographic data to deconstruct what you know about your ideal customers.
How A Persona Blueprint Helps You Reach Your Customers Effectively And Affordably
Simply put, a persona represents a fictionalized version of your ideal customer (after facilitating extensive, focused research to develop a precise depiction of this individual.) Art Unlimited’s Persona Blueprints provides your business with the most relevant information (including real-time data and accurate statistical evidence) to better understand and reach your ideal customer optimally, efficiently, and cost-effectively.
Marketing studies reveal that behaviorally targeted advertising is at least twice as effective as non-targeted (traditional) promotional efforts. In fact, consumers are far more likely to respond favorably to your marketing efforts when you select their preferred methods of communication (direct mailer, email, newsletter, social media, texting, video) versus the “one size fits all” approach that most businesses utilize.
Research reveals that 93% of marketing campaigns are channeled through means that the consumer does not prefer. Assume, for example, that a specific consumer would be far more receptive to marketing efforts via social media than other communication forms. However, the business engages with this particular consumer exclusively through direct mailers (i.e., junk mail.) Clearly, they don’t understand their consumer’s tastes.
Consider, for instance, how many businesses use email marketing campaigns daily to communicate with their existing or prospective customers. Anyone with an email account likely receives dozens (if not hundreds) of emails from all types of businesses marketing their products and services.
In effect, most of these “generic” scattershot emails simply fall between the cracks – never to be seen or heard from again. They’re ignored. These emails never get read. They’re marked as spam. They end up in the trash. Does this “blind” approach sound like an effective marketing plan?
Art Unlimited’s Persona Blueprints eliminate the confusion regarding your ideal customer’s identity and how they prefer to be reached. Consumers don’t ignore emails because they aren’t interested in your product. They just haven’t been provided the right lure to pique their curiosity.
At Art Unlimited, we provide the real-time data you need to understand your ideal customer’s demographics (and other statistical indicators.) Utilizing cutting-edge technology, our Persona Blueprints seamlessly integrate with your existing marketing plan to ensure maximum effectiveness.
To learn more about Art Unlimited’s Persona Blueprints, contact us today.
