Demographic marketing, user segmentation, marketing cohorts, tribe marketing, singular or mass personalization, psychographic targeting, marketing personas. As digital marketing has progressed, the terminology may have changed, or a new buzzword might be pushed by the latest self-proclaimed marketing guru who has just figured it out, but for those in the know, all of this jargon is nothing more than trying to truly understand your ideal customer.
Since our inception in 1998, E-Power Marketing has started off any new client onboarding with a conversation that revolves around truly understanding who a brand’s ideal customer is. We do this to craft a buyer persona. That buyer persona is the first step in truly understanding who you want to reach.
The proliferation of social media, Google Analytics and big data have allowed the mining of audience data for all marketers. But well-crafted buyer personas use more than just data or trends, they are insightful and action-oriented. They are effective because they do more than just give the stats and numbers, they tell a story in a way brands can take advantage of. Personas have been around forever, the data is available to everyone, but our spin on them is what makes ours worth the investment.
While the channels, tools, and tactics that E-Power employs to provide the largest impact from buyer personas has evolved, truly understanding your audience remains a foundational aspect of all of the digital marketing tactics that we employ.
I Get It, Audience Is Important, But What’s the Impact?
I could point you towards one of our countless blogs, provide links to webinars we have given, showcase guides we have written or how to’s we have developed over the years, but we always get the same question. We have a buyer persona, what’s the impact? Or we get the inevitable comment that personas were created years ago by our marketing team and we never used them. Or, I have a gut feeling of who my audience is, I don’t need a buyer persona.
In truth, once you have crafted the world’s greatest buyer persona, the impact can be profound. It can help your salespeople visualize who they are selling to. It can help communication by keeping your vendors all on the same page, it can uncover market gaps, or shine a light on emerging markets and it can most definitely up your marketing game by creating laser focus and the impactful results we strive for.
In the coming weeks, each of our departments; digital advertising, social media marketing, search engine optimization, and content marketing will be touching on how truly understanding your audience with a well-crafted buyer persona can make an impact not only on your marketing but your bottom line as well. Unless your marketing budget is endless… you can likely skip the series!
Are you ready to master your personas impact?
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