Table of Contents
Develop your buyer personas
For any marketing strategy (whether online or offline), you must know who you are targeting. The best digital marketing strategies are formed from specific buyer personas, and thus, creating these personal profiles is the first step you must follow. need help? Explore our free buyer persona generator!
Buyer personas represent your ideal customers and can be created through market analysis, research, surveys, and interviews with your company’s target audience. It is important to note that whenever possible, this information should be based on real data, as speculating on your audience can lead your marketing strategy in the wrong direction.
To get a complete picture of your ideal consumer, your research group will need to cover a mix of customers, prospects, and people not in your contact database who match your target audience.
But what nice of information should you include in your buyer personas to plan your digital marketing strategy? It depends on your business and will differ if you have a B2B or B2C business, or if your product is high or low cost. Here are some suggested starting points, but you can adjust them according to your company’s needs.
Quantitative (or demographic) information
location. You Could use web analytics tools, such as Google Analytics, to easily determine the source of your site traffic.
age. This may or may not be appropriate, depending on your type of business. This data is best gathered by identifying trends in the current forecast and customer database.
Due to the nature of some products, it is important to know what gender people identify with. For example, it is appropriate for a clothing brand when they share their recommendations.
Enter. To collect sensitive information, such as personal income, this is best done through research interviews to create a buyer persona, as people may not want to fill out this type of data on online forms.
Job title. You can get this information from your existing customer base and it is most meaningful to B2B businesses.
Qualitative (or psychological) information
Objectives. Depending on the need for which your product or service was created, you may already have a pretty good idea of what goals your typical customer is pursuing. However, it is best to standardize your assumptions by talking to customers, suppliers, and customer service representatives.
Problems. Again, reach out to customers, suppliers, and customer service representatives to get a clear picture of common issues facing your audience.
Hobbies and interests. Talk to clients and people who fit your target audience. For example, if your company is in the fashion industry, it would be helpful to know if a significant portion of that audience is also interested in health and wellness topics, as this information can help you decide on future collaborations and content creation.
Priorities. Have a dialogue with customers and people who align with your target audience to find out what is most important to them in relation to your company. For example, if you are a B2B software company, knowing that good customer support is more important to your audience than competitive pricing is very valuable.
Take advantage of this information and create a more or less perfect consumer profile. Make sure it is at the center of your digital marketing strategy.
Determine The Goals And Digital Marketing Tools You Will Need
Your goals should always relate to the core goals of your company:
- Increase sales and income
- Retaining and retaining customers
- Recognition of a trademark
- Attracting new customers (prospects and qualified customers)
- customers satisfaction
- Increase participation
- Increase traffic to the site
This is why it is essential that you determine how you will quantify the results. For example, if your company’s goal is to increase online revenue by 20%, your goal as a marketer will be to increase the number of potential customers through your website by 50%, compared to the last year, in order to contribute to joint success. We recommend creating SMART goals that help you decide where to best target your campaign.
No matter what your main goal is, you need to know how to measure it and, most importantly, be able to measure it (i.e. have the right digital marketing tools). The way to evaluate the effectiveness of a digital strategy will be different for each company and will depend on their goals, but the key thing is to ensure that you can do so, because these metrics will help you adjust your strategy in the future.
HubSpot customers: The reporting tool in HubSpot brings all your marketing and sales data together in one place so you can quickly determine what’s working and what’s not.
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