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A common mistake many companies make is using a “one size fits all” approach to their marketing efforts. In other words, the company offers a marketing strategy, uses mass marketing techniques and the same message to everyone who sees its advertising. Yes, it’s a simple approach that saves you the time and effort of customizing your message to specific sub-audiences. But, if you’re looking to maximize your return on marketing spend, that extra upfront investment in building customer personas (sub-audiences) and customer journey flow (upper funnel to lower funnel) will pay off in spades. So don’t be wise in the short term and don’t be crazy in the long term. The more you personalize your message to the exact target and their position in the buying process, the more it will help put your marketing efforts on steroids. This article will help you learn how to do just that.
What is a customer persona?
A customer persona is the subset of users who purchase your product or service. If you’re a consumer business, it might be male or female shoppers, older or younger shoppers, or the target products they’re most interested in (e.g. coffee drinkers vs. to tea drinkers). If you are a B2B company, it might be customers from one industry or another, or buyers at different levels of the organization (e.g. executives vs lower level managers) or different business sizes (e.g. enterprise vs. small business). Each of these sub-audiences should receive marketing messages from you that relate directly to them.
Related: Here’s how you discern the person in all that customer personalization data
What is the customer journey?
The customer journey is the journey through which a customer researches, considers, and ultimately purchases products or services. A customer who researches what they need is usually the top funnel, a customer who knows what they want and is considering various vendors or solutions is the middle funnel, and a customer who buys prices and is ready to pull the trigger is the lower funnel. Why is this important? Your marketing message should be relevant to where they are in their customer journey.
Someone in the upper funnel needs to know why they need a solution in the first place, someone in the middle funnel needs to know that your product is better than others on the market, and someone Anyone in the bottom funnel can be boosted with a promotional offer to save 10% if they buy before the end of the month.
Also, the marketing tools you will use to communicate with them will be different – from mass marketing tactics (e.g. TV, radio, print media, search engines) for the top of the funnel to marketing tactics individual (e.g. e-mails, telephone). calls) for the lower funnel. Knowing your customer journey and which media are the best to communicate with your targets is therefore an essential element in personalizing your marketing message.
Related: Customer Journey Maps: The North Star of Digital Transformation
What does marketing personalization actually mean?
Personalizing your marketing means you need different marketing creatives for each sub-audience. Say you have three main personas and three marketing funnel stages, which would be a total of nine different creatives to create (not just one). And, in those creatives, use images and text that will actually resonate with that sub-audience. So if you’re targeting men, use male role models in your designs. When targeting seniors, put seniors in your designs. If you’re proposing an industry-specific use case, talk about that industry’s expertise in your designs. If you’re talking to executives, promote the strategic benefits of your product, versus the more tactical features that would be better promoted to lower-level employees. You get it – don’t spray and pray. Be focused on your targeting and messaging, and good things should happen to boost your sales.
Related: Perform powerful one-to-one marketing in 4 easy steps
What can you expect from customization?
With each layer of personalization, you can expect to increase your conversion rate and ultimately your sales. So, as an example, let’s say the one-time approach converts 10% of your leads. Layering customer personas can convert 20% of your leads. And an extra layer on customer journey messaging can convert 30% of your leads. The better you sharpen your pencil, the higher your income will be. Any good marketing agency can help you here.
Follow-up is essential
Setting up the customer’s personas, journey, and creatives is only part of the exercise. The other part is to track the results of each of these sub-audiences. So when setting up your campaigns, URL tracking, or other conversion metrics, make sure you have the proper markup and tracking in place so your CRM can easily see how different people are performing to generate Sales. You may learn that every character behaves the same and deserves equal attention. Or, you may learn that certain characters outperform others and need your supersized focus and budget, redirecting effort away from your other underperforming characters. So either way, the devil is in the details, and you need to track and optimize everything.
The concepts presented in this article are “table stakes” in the marketing world, and I’m amazed at how many startups have absolutely no clue here. If you don’t, you’re potentially wasting a lot of your marketing budget. Or at a minimum, not generating as high a return on investment as you ultimately should. So hire a strong marketing team or hire a strong marketing agency for your business. They can help lay the groundwork here and ultimately set you up for maximum marketing success.