If you don’t want to gamble your marketing budget away, then you must do this one thing – audience research.
Here are 3 things you can do to build a marketing persona
Talk to the customer
- Find 3-5 people who are customers and leads that didn’t convert
- Find out what their triggers, hesitations, influences and state of awareness levels are with regards to their buying process
- Compile this into buying insights that you can use in your messaging
Secondary research to create the voice of the customer
- Find out where your customers hang out and discuss their problems and solutions that relates to what you do
- Go to your competitor sites and look up testimonials of customers
- Compile a document of customer statements that describes pain points and solutions in their own words
Quantitative research
- SEMRush, Ahrefs and other SEO tools like them gives you a ton of data on niche and competitors. Find out what the competition is ranking for and the opportunities you can capitalize on
- Macro data for the industry or geographies can be found through Pew research, government websites, Mary Meeker reports
- Combine all of the insights from above to create an image of who the potential customer is, how they think, what are they apprehensive about, how are they currently solving their problems and what influences them in their decision making.
Armed with the right insights, your marketing can now be aimed correctly instead of shooting in the dark.
