As marketers, we spend considerable amounts of money and time in the development of a super cool, irresistable website; we purchase state of the art tool suites to track our online successes; and we churn out wads and wads of content to help our visitors make sense of the industry in which we position our products and services. So, uh, where is everyone? Why are all the wrong people visiting my site?
Sometimes we get so caught up in doing the best we can to pull together all the pieces of a great website that we forget to think about catering it to the people who are buying our solutions. This may not make sense to you as a capable Inbound Marketer, but leaving customer personas out of the equation seems to happen more often that you might think.
When you finally got around to setting up your business with a capable internet marketing software suite, you probably noticed one of two things about your site after looking through initial analytics. In addition to not generating any leads, you found that either:
- Your site had very little traffic, or
- Your site had quite a bit of traffic without conversions in spite of your CTAs
Both of these problems boil down to a combination of things, but most likely the second one is specifically due to the fact that you had not been creating content to address your prospects pain points.
Following are the 8 critical points you need to address in order to accurately assess your customer personas:
- Demographic know whether or not you are marketing to a man, woman or even a child. The approach you take to appealing to a 40 year old manager will be different that that of a 20 year old junior engineer.
- Job & Seniority While both the junior engineer and the program manager might both be interested in your product, who are you actually selling to? If it's the engineer, she might be interested in the technical aspects of your software solution while the program manager might be more interested in how it helps his team meet project deadlines.
- Daily Activity How does their typical day look? Once you get under their hat and understand what they are up against, you are better able to position your content to show how your product/services can alleviate their pain
- Specific Pain Points Be sure you have an idea about the things in their jobs that your solution addresses to ease their pain. Often enough your prospects may not know how much better off they could be if they just had your product - be sure you identify the key things that your solution can do to help your customers.
- Understanding their Goals What is it that your customers are ultimately trying to achieve? While your solution might help your customers in some manner along the way to reaching their goals, you should have an idea of their big picture to the extent that you are able to illuminate the way that your solution makes their goals achievable by removing pain points.
- Where do they get their Information Know the circles in which they mix so that you can position yourself there to understand the problems they are faced with. Then you are in the right place to offer up valuable content to help solve the problem. You are the guru of your product/service area so it is appropriate to help people where you are able.
- Desired Experience When your personas are considering your product, what are they hoping will happen if they buy it? Should your solution save them time? Money? Will it be expensive? Will their boss like it? What are their expectations of your solution?
- Objections Here is one of the most important points - why do your customer personas object to buying your solution? Work with your sales team to figure out typical objections. if a similar service is offered free elsewhere, why would your prospects pay you for the same thing (Skype vs. GoTo Meeting, for example)
Your site should be structured to meet your buyer personas squarely on every page and with every call to action and every keyword that you use. When they are searching using Google with keywords that have to do with their persona, something from your site should show up in the results page that leads them to something inspiring that they can't live without (whitepaper, free webinar, free demo) so that qualified prospects engage with your brand.
Good luck and happy marketing!