inbound marketing Archives

How to Optimise your sales process with 4 practices?

Posted on February 3, 2020February 3, 2020 by admin

Should a sales process be dynamic or well-defined?

There are two trains of thoughts regarding this, while some sales professionals strongly believe that every sale requires a different approach. The other side advocates in favour of an elaborate sales process.

From our experience in sales & marketing for numerous partners and of course ourselves as well. We’ve come to the conclusion that every business must have both of these aspects in order to maintain a competitive edge in the market.

While being readily adaptable to change, your sales teams need to follow a sales process to align themselves with the larger organisational goals. Businesses with a robust sales process experience a 28% higher revenue growth than their counterparts, as it ensures their leads don’t fall out of the funnel or go cold before any action is taken on them.

If your business doesn’t have a sales process or you wish to strengthen the one you have in your company.

Then please have a look at the below-mentioned sales process practices.

1) Leak-Proof your Sales funnel

Yes, your business is getting leads, conversions and sales, and you might be thinking that everything is hunky-dory, but sadly that might not be enough. What you need to ask your self is whether you’re getting the maximum output from your sales process?

If the answer is no and you see that although you’re receiving enough leads and conversions, the number of successful sales is not up to the mark. This means there are leaks in your funnels and your leads are falling out of it. In this case, you need to get on top of things and start working on ensuring that your sales pipeline is leak-proof and streamlined.

To do that you need to determine the stage in your sales process through which your leads are falling out of and then start fixing the cracks.

For instance, if you have high conversions but the final sales are low that means there might be a challenge with lead prospecting which requires a revisit to the buyer’s persona. So that the right prospects are targeted by the sales team.

In the case of high customer churn, there might be an issue with customer support, leading to customer dissatisfaction. You need to double-down on customer support ASAP.

2) Unclog your sales bottlenecks

Having a sales bottleneck is annoying mainly due to the fact that it can be easily identified and hence easy to avoid. When your sales pipeline has a bottleneck, your leads do not move past a certain stage. The sales process gets clogged and leads lay dormant with no movement.

Once you identify the stage with the bottleneck, you can determine the best way to unclog the pipeline.

Your business might have a lot of leads entering the sales funnel, but become redundant if they don’t get qualified. Not all leads that you reach out to would be willing to purchase your product or services right away. The best way is to set up a lead nurturing campaigns that nurture these leads over time so. That when they’re ready, they will bring their business to you.

In some cases, your sales reps may also forget to touch-base with a warm lead, making them go cold. This is unacceptable because that lead might have been your ideal customer. Reduce the load from your sales teams by automating your email communication with a CRM tool. This will ensure that all your emails are always delivered at the right time.

3. Keep updating your sales process

As your business expands it is bound to be dealing with different industries and territories. With this transformation, your sales process will have to adapt accordingly. The Growth requirement for a small business is very different from an enterprise company. And your sales process plays a crucial role in that.

One of the biggest change would by the variance of the sales cycle which depend on the industry you are selling to. To deal with this can, you might have to radically change your sales process starting with creating new buyer’s persons as per the new industries.

You need to constantly analyse the results of the selling efforts in the new territories. Some of the key element to analyse would be the conversion rates from cold email prospecting. Cold emails might od the tricks in some regions, however, in some cases, you might have to tweak your approach. An alternative, to reach out to your prospects is by applying Account-Based Selling (ABS) methodology.

Account-Based Selling is a highly personalized technique for targeting high-value companies. In this sales process, the sales team will reach out to multiple decision-makers within an enterprise.

Although the number of emails sent out using the ABS method will be less. But this lack of quantity is compensated with quality. Each & Every touchpoint that your sales reps perform will be highly personalized, with the aim of establishing a relationship with the prospects.

4. Measure the KPIs of the new sales process

Once you’ve reconfigured your sales process. You need to make sure that all the changes are implemented throughout the team and everyone understands the process flow.

Keep an eye on the key metrics to determine what changes are working best and what did not. Set quantifiable goals that will help achieve your sales targets.

Determination of a broken sales process and optimisation is quite tedious. You have a lot on your plate, with all the metrics that need to be tracked and deals to be closed. To take care of all these tasks your business must have an effective CRM in place.

Yes, the initial setup might seem complex but the long term benefits are immense!! In case you need more information on Freshsales CRMs or you need help in getting the most out of your CRM please feel free to contact us and we’ll get back to you in no time.

Cheers!!

Inbound Marketing Strategy to Enhance Your Business

Posted on June 27, 2019November 6, 2019 by admin

First of all Inbound marketing is not a new concept for the business world. According to the surveys and the reports of Hubspot¹, 74% of MNCs are following Inbound marketing strategy. And, 75% of their marketing people confirm that their strategies are quite effective in the market.

As the customer experience matures and time passes, new challenges and opportunities emerge for every marketing professional.

As stated in Hubspot’s inbound marketing report, here are the marketing challenges faced in 2019:

61% of marketing professional faces leads and traffic generation issues.
39% of marketers are unable to verify their Return Of Investment.
27% are facing budget problems.

Well, it’s all about choosing the correct inbound marketing strategies for your business to overcome the above-mentioned challenges.

Let’s go further more, and explore the best inbound marketing strategies that you can implement for your business.

Create SEO Friendly Topic Clusters

If your business is involved with the online world then you might be aware that the higher your brand gains in Search Engines results, the better are the chances of gaining the prospect’s attention. One of the potential tactics that you must approach is the topic cluster inbound strategy.

Topic clusters are the set of interlinked blogs or pages which are already evolved with umbrella topics. With the help of a topic cluster, the visibility of content becomes clearer. Basically, topic clusters help Search Engines to cache content easily. As the content is more visible on the Search Engines, automatically your brand value will increase.

For creating a topic cluster, a pillar page is a must. Pillar page extensively covers a specific topic comprehensively. It contains topics which address the crucial section of the content including a link that redirects the users to the subtopics containing deeper information.

Combination of blogs interlinked with subtopics listed on the pillar page is the topic cluster. Through topic cluster, you can show the semantic relationship of your content that will allow the Search Engines to crawl your brand name easily. The more your content is visible on Search Engines, the more you can generate traffic and leads.

Utilization Of CRM Tool

CRM (Customer Relationship Management) is an approach to manage regular communication between a business and its potential customers. A CRM uses a data analysing process to retrieve the customer’s purchasing history to improve their productivity and user service experience.

For the implementation of this approach, there are many CRM tools that provide astounding benefits to businesses involved with the online world.

A CRM tool will allow you to analyse the data of the customers that are engaging with your marketing activities and to keep a regular track on it. Not only this, a CRM tool can help in campaign management, sales automation, customer categorization, send emails, generate reports and much more.

Let’s take a look at the benefits a CRM tool can provide to your business.

Boost Sales Productivity

Industries using CRM system find out 29% of increment in sales, 34% in sales productivity and 42% in sales forecast accuracy. (Source: Salesforce)

A modern CRM system will help you in closing more leads that will automatically boost your sales productivity. According to the survey by Act!², 48% of the 700 marketers consider that CRM made them achieve better sales function than before.

Improve Service Experience

A CRM tool allows you to collect your customer’s data from various sources like social media and categorize it in its database. With that database, you can analyse the buyer’s journey and can create an accurate buyer persona. 54% of marketers accept that CRM system allowed them to provide better customer services and also satisfied the customers.

Customer Retention

A recent poll conducted for CRM users shows that 47% of responders believe that using CRM has brought great impact on customer retention. (Source: Capterra)

These same CRM users who responded to the poll also believe that CRM system helped in increasing customer satisfaction. If your customer base is quite strong then a small increment of prospect retention and satisfaction will make you a huge profit.

Analytics and Reporting

A little miscalculation in any business can lead to a huge loss in every aspect. A CRM tool creates a complete statically visual report that will include every minor corner of your day to day business journey. A business report will allow you to enhance and keep a track on your business performance.

Best CRM tools are:

Zoho Office Suite

Keap (Infusionsoft CRM)

Microsoft Dynamics CRM

Hubspot CRM

Act! CRM

Search out the best CRM tool that suits your business and keep a complete track on ROI.

Perform Organic Marketing Activities

Marketing activities like content marketing, search engine optimization, social media marketing and branding, all come under Inbound marketing. This inbound marketing strategy is a long-term strategy that will keep you and customers engaged for a longer period of time.

PPC (Pay Per Click) is another internet marketing model to gain traffic quickly as it’s a paid advertising service and also a short-term strategy. Although, it’s not an organic marketing activity integrating organic marketing with PPC can enhance your visibility on Search Engines.

Organic marketing activity is a great Inbound marketing strategy because you do not require any investment. Try using different social media platforms like Instagram, Facebook, Twitter, LinkedIn, etc. With the help of these social marketing networks, you can save enough budget that can be used for your brand development.

Near about 67% of audiences use Facebook as their source of news.
71% of consumers whose social media experience went well are more likely to recommend others for the same.
More than 80% of Instagram users are following at least one brand’s business page.

Customer engagement on Instagram compared with other social networks are:

84% greater than Twitter
10% higher than Facebook
54% better than Pinterest

However, this does not mean that you only use Instagram as your social marketing platform.

Twitter mentions that 80% of Inbound advertisers resolve service requests of their customers daily.

For more details, you can consider going through Hubspot’s blog page.

Conclusion

Your customers are already aware of their requirements as 60% of the world’s population is active on the internet interacting with blogs, forums, social platforms, etc. It’s your business which requires changes to make your customers happy.

These inbound marketing strategies can vary according to your business. Try listing down your marketing problems and then consider implementing these effective strategies.

Also, make sure to choose a CRM tool that suits your business cycle. Therefore, for more in-depth knowledge, do not hesitate to connect us at https://www.qltech.com.au/contact/

FOOTNOTES

GDPR: Determining the future of digital marketing

Posted on April 18, 2018November 6, 2019 by admin

The arrival of General Data Protection Regulation(GDPR) has been in the horizons for a while but now as the start date for this upcoming regulation has been set for May 25^th 2018; it has become crucial for businesses engaging in digital marketing to be well prepared for this eminent change.

In this article, we have planned to take an in-depth approach while explaining GDPR, for those of you who are seeking clarity on the nitty-gritty details. Having said that the interpretation and perspective built around this regulation can be quiet variable.

Any marketer knows that user info is the currency that determines the success and failure of any marketing campaign. The main intent behind GDPR is to protect the data privacy of the users so that the information provided by them is used responsibly by digital marketers. This implies that everything from an email address, to a name, IP address, photo and more are included when it comes to customer information.

Essentially the main reason behind the implementation of GDPR is to empower the individual rights for web users to control the personal information shared with companies.

How Would GDPR affect digital marketing & Sale?

1. Permission to opt-in or opt-out

Under GDPR, permission has to be explicit. Companies have to have the ability to supply evidence that an individual has chosen to opt-in into communications and did not only fall onto the record by default such as assessing the unchecked ‘opt-in’ box on a form. ‘Double opt-in’ are also best practice; in which opt-in is followed up with a ‘click to validate’ email.

But for corporate or company information, ‘implied consent’ means marketers can email somebody, provided that individual had the choice to opt-in for the emails at the time of purchase.

Unless you are confident that your database doesn’t have any private data e.g. email, telephone number, our recommendation is that you stay as compliant as possible.

2. The cookie Rule

Cookies fall under the GDPR range, provided that they may identify people through device monitoring, mixing information along with different information or by treating folks as unique.

Will cookies require permission? Yes, and so, clear opt-in. As an instance, if a visitor lands on your own website for the very first time. You need to keep cookies blocked or ignored before the person requires any permission activity. Much like email marketing, permission is subject-specific or purpose-specific and, even if the website uses cookies for various purposes, it must find explicit approval for every one of these.

Website managers need to ensure a smooth user experience when surfing and, at precisely the exact same time, supply top selection for permission in a manner that is friendly and also the least intrusive.

3. Third-Party Conformity

For most marketers, third-party tools and marketing technology providers (i.e. advertising automation platforms, CRM etc) form a majority of their digital database. In cases like this, it’s significant that marketers check that their tech suppliers are prepared and ready for GDPR compliance. With steps in place to store and process, and incorporate information appropriately. Ahead of the May 2018 deadline, it is wise for entrepreneurs to:

Ask providers to detail how they are going to store/process information to ensure GDPR compliance.
Ensure there is a point of contact from each side, plus a procedure in place to handle any information breaches. Both sides must Have the Ability to respond fast to manage, react and respond in accordance with ‘Data breach notification’ legislation.
Be sure to simply collect information that that’s necessary, or falls under a ‘legitimate interest’.
Make sure it is possible to delete information if the user stops the service, also they should be able to download their own data when asked.

4. GDPR Scale

Now that we have made it clear how crucial user data security will become once GDPR is fully applied. Now let’s move on to how much of the user information be allowed to be used by businesses.

As most of you are aware that platforms like Google or Facebook.com have certain functionalities. Asking users to provide their personal info for a variety of reasons, now the question is where does GDPR come into all this?

Well, the answer is clear, GDPR will create levels on the basis of which the type of information. That is being been collected will be determined. And platforms need clearly communicate to the user on the details of how their provided info will be used by the businesses.

Let’s call it the GDPR scale shall we, this scale applies the principle of “purpose limitation”. Under which personal data must only be “collected for specified, explicit and legitimate purposes and not further processed in a manner that is incompatible with those purposes”

5. Rise of the Inbound Techniques

With all the upcoming restrictions regarding customer privacy and data protection, the increase in the application of inbound techniques by the marketers is bound to happen. As Inbound marketing implicitly dictates that the consumer should come to the business, rather than the other way around. Inbound marketing also knows as content marketing aiming to provide the users with a more personalized experience. Hence resulting in improvement in customer service.

Gated content, organic and paid social media, website registration pop-ups, webinars, event subscriptions, etc. Can generate leads, enrich our clients’ adventures or drive sales or conversion. What we must do today is to make our audiences aware of exactly. What we will do with the data we gather and where we store/use it.

Disclosure:

Although the above-mentioned points are the product of the extensive research done by us, however as we have mentioned above as well the interpretation of the regulation can vary from business to business. It is strongly advisable for businesses to consult an advocate beforehand in order to ensure 100 % compliance.

Few final words!

Now it may appear from the above-mentioned points the arrival of GDPR might paint a bleak picture for the future of digital marketing, however, if business to adhering inbound principals the quality of customer service will amplify through leaps & bounds without having to worry about GDPR restrictions.

Now hate to state the obvious but better customer service means a happy customer. Which results in customer loyalty and so on and so forth, we’re sure you get the gist.

Well, that’s our uptake on this, will keep you posted!!

Generate Better Leads through Persona Based Marketing

Posted on March 23, 2018May 31, 2022 by admin

Yes, you heard it right. Persona-based marketing can help you generate better and more targeted leads.

Remember those days where traditional marketing was in trend. Let’s take an example of toothpaste. In toothpaste advertisements, marketers used to show a person having teeth problems and the dentist who recommends the usage of particular toothpaste to overcome dental issues. This is nothing but persona-based marketing. Believe it or not, persona-based marketing has always existed in the field of marketing. The only difference is earlier such approach was referred segmentation based marketing. Be it either demographic or psychographic segmentation.

However, in Persona-based marketing, the complete user profile is considered and not just one segment. Marketers develop personas based on all possible segmentations i.e. behavioural, demographic, and psychographic to map their target customers’ features.

What is persona-based marketing?

The very first question is what exactly persona-based marketing is. Here, the answer is simple. Persona-based marketing is an inbound marketing practice which keeps the buyer persona in the centre rather than the product or service.

A buyer persona is a fictional representation of your targeted customers. This takes into account their goals, behaviour, demography, interests, pain points and medium of content they consume.

How to create a marketing persona and buyer persona?

Various tools, templates, tutorials, and resources are available online to create personas. However, you need to know the basics of how to create it. The overall process of creating a persona includes the collection of research data, layering and segmentation of data and storytelling to the devised persona.

The steps include:

Survey of online consumer buying trends and their preferences
Interview of customers to understand their buying process
Research on how consumers consume the content or get engaged with online content
Collation of comprehensive demographic information of targeted consumers
Analyse the collected data and confer with the sales team about prospects
Consider current market trends and recent market statistics to finalise the persona
Create a marketing pitch (story) with which your persona/prospect can relate to

Note: In persona-based marketing, the content strategy should be in line with the buyer’s journey. Three major stages of the buyer’s journey encompass:

Awareness: Prospect becomes aware of prevalent issues and starts searching for solutions online
Consideration: Prospect is in the process of narrowing down the best possible options available
Decision: Prospect has reached the final stage of the decision – here, convince them why your offering is the best possible solution for them and persuade them to buy your product/service

Example of buyer persona template

Why persona-based marketing is a preferred practice?

According to Marketing Sherpa, Persona-based website saw a 210% increase in website traffic, a 97% increase in website generated leads, a 124% increase in website generated sales.

The main advantage of such marketing practice is that here you get a holistic picture of your target customer. Hence, in this case, you are better prepared and able to foresee how your customer might behave or respond to your promotional campaigns.

This insight provides you with an edge over the intense competition. Also, it helps you to beat your competitors with better promotional strategies that are bound to guarantee your success.

You can also have a negative buyer persona. Here, pen down the points that your customers don’t like or don’t want. Accordingly, your marketing pitch should exclude some words.

Example if you are selling CRM software intended for start-ups, your negative buyer persona would perhaps consist of enterprises.

How do personas influence marketing campaigns and lead generation?

The reasons why personas can have a great influence on marketing campaigns and lead generation are enlisted below:

1. Personalized promotional content

As a marketer, you can take the persona’s perspective into consideration when designing and developing advertisements or promotional content.

Example

Colgate marketers’ broad segments include patients suffering from stained teeth, gum decay, tooth decay, and sensitivity. Hence, all their advertisements are targeted on the solutions to these dental issues.

2. Targeted product descriptions

You can inline your product description with their interests and needs.

Example

The marketing message of Colgate toothpaste is: “1 shade whiter teeth in 1 week’. It indicates that they are targeting the buyer personas that have problems with the shades of teeth.

persona-based-marketing-message-of-Colgate-toothpaste

3. Enhanced Persona-based marketing creativity

Your Persona-based marketing creativity can expand wings since you know who you are going to target and what they are looking for. Based on your market research, analysis and existing trends, you can craft your marketing pitch in a creative way.

Example

This is how Colgate advertises toothpaste for the persons suffering from sensitivity.

4. Shortened sales cycle

You can generate better quality leads by utilising personas. Since you know what your personas want, like or don’t like, you can use this information in writing product descriptions. Sending the right message provide you with the excellent opportunity to generate better leads. Such leads can be effortlessly converted into sales.

Example
This is how Colgate explained to its target customers how their teeth can be whitened. It included “power of salt and lemon” as a push.

5. Targeted graphics

Not only targeted content but also you can use targeted graphics when your marketing efforts are buyer persona centric.

example cavity protection toothpaste of Colgate has graphics on its wrapper that attracts kids.

6. Timely modification

You can use forums, public groups, community platforms and social media to learn more about different groups of people. And hence, you can keep updating your buyer personas. However, don’t change it too frequently. Otherwise, you would not be able to judge the parameters that worked well or needed improvements.

SIGNING OFF…!

Persona-based marketing, since focused on buyer persona and buyer journey, help you creating better leads.

Of course, it might take some effort to create a proper persona, but it will always have a huge impact on your ability to generate high-quality leads. This is because you target your marketing efforts to the people who are looking for product/service providers like you.

Always start your marketing efforts only after creating personas. Focus on the factors that align with your ultimate business goals. While preparing your personas, use your own analytical knowledge too. Don’t just rely 100% on scripted survey forms. It is ideal to start with 2-3 persons in the initial phase. The only key to success is to create more effective content and promote your content effectively. This will drastically improve your ability to generate and nurture leads.

Create Buyer persona to strengthen inbound marketing

Posted on October 31, 2017November 6, 2019 by admin

There are online businesses that run for several years but don’t know how to create a buyer persona or what exactly it means! However, it doesn’t imply that they are stabbing in the dark. Perhaps they are unknowingly following some strategy which is almost similar to concentrating on buyer persona.

A buyer persona is “a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” – HubSpot

However, if you know how to create a buyer persona and how to use it in your inbound marketing content strategy, your digital marketing campaigns would be far more balanced.

Inbound marketing is all about connecting with your customer base. A strong and successful inbound marketing content strategy starts with a fully developed buyer persona.

Buyer persona and inbound marketing content strategy

Most of the marketers struggle when they start creating buyer personas for their businesses. And, the most common complaint they raise is “All customers are different and unique in their own way”. Of course, their argument is true too!

Remember, a perfect inbound marketing strategy does much more than boost website traffic. Successful development and implementation of inbound strategy largely depend upon how well you have created your buyer persona. If you have not yet dealt with it for your online business, you should implement it NOW.

Tips to Create Buyer Persona for your Online BusinessCLICK TO TWEET

1. Identify your best customers

However, vast your business is or whatever ranges of services you cater too, somewhere you have to begin with creating a persona for your business.

You can start with identifying best customers from whom you can get the best margin and who are comparatively easy to win. Pen down their details: starting from their age group, gender, education level, purchasing power, interests, hobbies, etc.

These details form the outline of your buyer persona.

“Too often, Buyer Profiles are nothing more than an attractive way to display obvious or demographic data.” ― Adele Revella

2. Figure out general pain points of your customers

This is regarding how they finalize their buying decisions. This is the second step in creating personas. A pain point is a touchpoint in the customer that creates frustration for him/her while making the buying decision.

Based on the outline derived in the first step, figure out the pain points they might consider while making buying decisions. Do they focus on cost, quality, reputation, or any other parameter?

For all possible questions, ask yourself ‘WHY” and come up with the best-fit answer. Once you get these basic answers, you will get a pretty good basic awareness of their pain points and how to deal with it.

QL Tech Tip: Once you identify the entire customer negative touchpoints i.e. pain points, you can improve them with positive moments of truth.

3. Conduct interviews and dive into extensive research

This step largely depends on your availability of time and flexibility of budget. If you are not getting the perfect questions or their answers, you can opt for conducting interviews. It is indeed costly but worthy! In case, your budget is flexible, you can offer them some FREEbies or incentives so that they turn up for interviews.

In case there is a budget restriction or deficit time to conduct interviews, opt for surveys.

4. Walk in the shoes of your persona

When writing for a specific buyer persona, you need to approach industry to speak and jargon lightly.

Daniel Reed, Creative Director at Square 2 Marketing

After knowing the above details, generic features and pain points of your personas, you need to put your leg in their shoe. It means to try to get into the character of your prospective buyer. This will enable you to plan and craft a content that connects with them personally and professionally.

B2b Buyer Persona Elements

For a B2B buyer persona, Liz Smyth, Marketing Director EMEA, Marketo recommends the following elements:

Persona summary and basic details
Job details and their likes/dislikes
Sources where your persona does his or her research
Primary and secondary goals
Challenges and pain points
Preferred content medium
Quotes related to insights gathered during interviews
Anticipated objections during the sales process
Role and influence in the purchase process
A marketing message that speaks directly to this persona

Killer reasons why you need to create a buyer persona

Till now, we learned how to create a buyer persona for your business. Let us understand why it is imperative for your business:

1. Help you define your audience

A well-defined buyer persona helps a marketer to identify the needs and wants of a prospective buyer.

For example, when you go to a shop to buy a gift for your friend or spouse, it is very easy for you to visualize their needs and wants. Similarly, buyers’ personas help define your audience, their needs and wants.

Honest buyer personas improve your sales pitch, your customer service, and even your product development.

Raka, Director of Inbound Marketing, Brian DeKoning

2. Understanding of buying decisions and stage of the buyer journey

The biggest advantage you get by creating buyer personas is to obtain a thorough acquaintance of buying decisions. It helps you to connect with your customers. With the help of buyer personas for your business, you can provide a general platform for language and communication about buyers.

Through in-depth study and research, you can identify how they arrive at their buying decisions, what all factors they consider, etc. This relevant information will aid you to create relevant content for your target audience. If you know what they are looking for, you can tailor your content in line with their needs and buying patterns. It means selling your products/services without sounding like a salesperson.

3. Create more targeted content and thereby effective content marketing

Every bit of the content that you create as a content marketer is fundamentally based on the buyer persona. It gives you a clear picture of what to create, with whom to connect, and in front of whom to share your content. Rather than blindly creating content and then sharing it haywire, it is vital to define and consider your personas in detail.

Understanding the needs, wants, goals, challenges, etc. of your personas allows you to better understand what type of content will appeal to them. Since you know what is valuable to them, you can target your content towards those values and develop content that is relevant to them.QL Tech Tip: The entire content you develop should be targeted towards at least one of your buyer personas, if not all.

4. Segmentation of email lists

Email marketing is also an old but effective tactic to reach out existing as well as prospective customers. A buyer persona is crucial for creating personalized email marketing campaigns that convert

One study by MarketingSherpa showed a 7% conversion rate for a persona-based campaign.

Your buyer personas play a huge role in the segmentation of your email lists. Email lists that are segmented on the basis of personas help you create more effective and relevant email content.QL Tech Tip: When you ask your website visitor to fill out a form on your site, ensure that you ask their goal of visiting a website. If you know what persona they fit into, you can better segment email lists.

5. Generate better quality leads

Targeted email campaigns enable you to get better quality leads and build better lead nurturing programs targeted at different personas. It means you would be in a better position to cater your marketing to the right people in the right places.

Signing off…!!

To summarise, it can be said that precise research on the potential of buyer insights help to develop an accurate buyer persona. The more researched a buyer persona is, the more effective an organization can accomplish inbound content strategy goals. Buyer personas assist you to create the right content that will efficiently and effectively attract your ideal visitors, convert them into leads, and close them into customers.

If you would like to add anything to the buyer persona and its effectiveness, feel free to drop in your thoughts in the comments section. We’d love to hear from you!