How to build a successful advertising strategy using online and offline advertising [2 part] - Buyer persona and customer journey

Target audience/ Buyer persona

Every business needs to know its target audience or its target groups. What does this mean? Your group or user groups consist of people with similar characteristics. They are your buyer personas.

According to the definition given by HubSpot:Buyer persona is a semi designed representation of the ideal customer based on market research and real data for existing business customers.

The buyer persona or setting up your target user will help you understand where to focus your time, which channels to use, and how to communicate with your customers. As a result, you will be able to attract the most valuable visitors and customers to your business. It also allows you to decide which are your relevant advertising channels.

To get an idea of your ideal customer, you need to identify the following type of information:

  • Who are they? - Demographics such as gender, age and education;
  • What is their job? - Information about company name and size, industry and general job responsibilities if this is important for your business;
  • How does one day of their lives pass? - Describe what the usual day for them is, what they do, who they meet and what decisions they make;
  • What are their main pains/needs? - Describe the main challenges that they are trying to overcome and which relate to your products and/or services;
  • What do they value most and what are their goals? - Explain what they appreciate most when deciding to purchase (price, quality, delivery method, warranty and post-warranty service, maintenance, etc.), what they are trying to achieve in any application;
  • Where are they looking for information? - Identify the main channels they use to gather information in the decision-making and purchasing process;
  • What is essential for them when choosing a company? - Identify which of your business's features is the most important for them, such as a leader in the industry, proven experience, expert, etc .;
  • What are their most common objections? - Specify the reasons you most often hear about why your solutions do not meet their needs. Take their criticism as the engine for your company's progress. For example, if your customers do not like the delivery time, look for other options that you can shorten.

In the beginning, define up to three target groups, and if necessary, increase them over time. Keep in mind that the messages that your business makes are usually for them as your ads.

Why do we need to know our buyer persona? Because knowing it, we can quickly identify the way we communicate, the message we want to impress with, and the opportunities to sell our product.

In practice, there are three significant mistakes about its determination, and therefore the way of communication fails. Remember that you are not choosing your customers, and customers are choosing you! Accordingly, when identifying target users, be careful not to allow the following mistakes:

1. Determining the user, not the decision-making process

The most critical priority in determining the buyer persona is to understand the attitudes and decision-making criteria and the actions that make buyers think one option is better than the other. If you still cannot identify your ideal customer, you probably have focused on incorrect criteria. Unless you are a B2C marketer for products sold at offline stores or online stores, buyer gender, marital status and hobbies are rarely relevant.

2. Instead of online polls and conversations with the sales team, talk to your customers

The only way to get clear, accurate and unexpected data about how your users make decisions is to have in-depth conversations with them. Take time and talk to your users. Ask them questions about their choice. The answers you will receive will be an invaluable source for your future campaigns and business development.

3. Determine too many buyer personas

As I mentioned above, it's a good idea first to focus on a maximum of 3 target users. To determine the exact number of target groups, take a critical look at your business strategy and answer two questions:

  • Will you generate more revenue if you build different strategies?
  • Do you have enough resources to implement?

In this case, the groups that are most relevant to your efforts will be stand out.

More information on Buyer Personas and creating content for it:
The Beginner’s Guide to Defining Buyer Personas > digitalmarketinginstitute.com
What is Buyer Persona? > shopify.com
What is a Buyer Persona > buyerpersona.com

Customer journey

Once you have defined your target group and decision making habits, it is also essential to know the exact consumer journey that is going on. Google Analytics is a great tool and, when properly tuned, you can track any interaction your users are making with your business in digital space.

At first glance, the user's journey is quite simple. You offer something to buy it. But once you get into the details, customer interactions are quite complex and are in many varieties. Your customers can get in touch with your business in a variety of ways and from many different channels, such as marketing, referrals, search, social media, customer service inquiries, and various ad campaigns.

That's why it's important to draw a customer's journey map, so your customers have the best experience with your brand.

More information about the user's journey find here:
Customer journey mapping: The path to loyalty > thinkwithgoogle.com
A Step By Step Guide To Building Customer Journey Maps > conversionxl.com
Tool to create a customer journey map > canvanizer.com

Verify business

In 2011, Google created a Zero moment of truth. It's the time when consumers are looking for information about your business and why to choose a brand for another. My personal opinion is that this verification of business has existed for a long time.

We are all interested in the supplier and asking friends whether they have used, for example, one or another laundry detergent, whether they have ordered from this online store, are they satisfied, what is their opinion. We are looking for answers about quality, professionalism, honesty, service, and so on. We read forums, check business pages on social networks, ask friends and relatives in Messenger, or search for more information in Google about the brand, but we look for feedback. And this is because there are many unfair traders, unfortunately, and consumers want to know.

Customers interact in different ways with businesses before entering the store or buying a product. Brands should therefore actively participate in every step of the online research process. But how can they do that?

Here are five strategies that help you indirectly improve their mind about yourself:

1. Ask genuine product reviews from current customers to be on third-party sites - such as social networking reviews, Trip Advisor, BgMama and much more depending on what your business is. The Review and Recommendation Book is an excellent tool for promoting your brand, even through online media.

2. Develop a consistent, organic social media strategy to ensure that your brand is active, responsive and educated for your industry.

3. Keep a strong blog strategy that can be used to develop content and show customer concerns, give them valuable and useful information, entertain communities, and provide endless ideas for social media and email marketing newsletters.

4. Consider that every $ 1 invested in building a subscriber list for your newsletter can be multiplied. Do not ignore the strength of the newsletter - it contains loyal and quality emails to your followers, some of whom, even if they are not your customers, will advertise you and your brand among their friends and social networks.

5. When organic efforts reach their peak, it's time for paid social media ads and Google ads. They are an effective tool for achieving new customers to maximize ROI.

The conclusion is that each channel your company has must be well-maintained and deliver as much and quality information to users as possible.

Every business uses different channels to reach its customers. Unless you are a small neighbourhood store or you do not want to increase your customers and sales, then you use at least two digital channels. Most businesses, however, strive to attract more customers and increase their sales accordingly, using as many ad channels as possible, online and offline..

Take a look at our services - we are up to you to help your business grow.