When people talk about inbound marketing, they tend to focus on creating content and generating social media buzz. While blogging and social media engagement are both important building blocks that make up a good inbound campaign, they’re not the only components that should make up an inbound marketing strategy.
One of the main reasons why companies struggle with inbound marketing is because they fail to create a balanced campaign. The development of buyer personas is an important part of any marketing strategy, but it is often neglected by inbound marketers who fail to realize that a good marketing strategy does more than boost website traffic. If you haven’t been creating buyer personas, here’s why you should start doing it.
Inbound Marketing Is about Connecting with Your Customer Base
If your marketing campaign focuses solely on an SEO strategy that boosts traffic and nothing else, you’re probably going to be attracting the wrong crowd. Instead of bringing in visitors who are interested in what you have to offer and are willing to spend money on your services, you’ll probably attract people who stumbled across your site by accident. One of the ways to avoid this is by creating buyer personas – a consumer profile that integrates marketing and psychology to better target specific demographics.
Buyer personas are important because they enable you to create content that resonates with a target group. But buyer personas are much more than just a target audience. They help us look at specific demographics in such a way that we can better understand their needs and expectations, and this allows us to adjust our content so that it solves their problems and fulfills their needs.
People Want to Be Noticed
Nobody likes to feel as if he or she is being ignored, especially customers. Buyer personas help companies reach out to customers in a way that recognizes them and acknowledges their needs. In an inbound marketing context, these personas help businesses learn how to develop a deeper understanding of who their customers and potential customers are.
Nearly 65% of companies that updated their buyer persona in the past six months outperformed their competitors in revenue and sales goals. The reason for this is that buyer personas allow companies to tailor their campaigns to target specific personas. Instead of a one-size-fits-all marketing strategy, companies can create a number of unique projects that are optimized for different personas and then prioritize which target groups they want to reach the most.
It’s about Predicting and Engaging
Buyer personas are great for letting companies know who their ideal customer is, but they’re also important for helping businesses engage with their customer base. The main reason behind inbound marketing is to engage with customers, and buyer personas help companies do that.
Be sure to check out our post: "How to Attract and Engage Website Visitors Using Inbound Marketing."