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Target Your Marketing to Your Buyer Personas

by Article by Rachel Begg Rachel Begg | November 25, 2013 at 9:30 AM

Target Your Marketing to Your Buyer PersonasThere is something to be said about throwing spaghetti against the wall to see if it sticks when you are cooking. It usually is a good test to see if the noodles are done or not. But when you use this approach as your strategy for marketing, you will be wasting a lot of noodles. This method of slinging spaghetti, or the method of spray and pray where you simply coat the market and hope people come back, will simply not get you very far in the business world. In marketing it is more important to carefully target your buyer personas.

Determine Your Client

Develop your tactics based on who you want your premium client to be. When you know who will be the one to buy what you are selling, you can find them easier. Just as you would not grow a rose in the shade, you may not find your target customer without looking for the right spot. For example, if you are creating a new fitness studio, market to young moms in their spheres. Simply hitting every paper will not be the way to get people to feel the burn.

Marketing to Your Buyer Personas

Commercials and pop up ads are good, but direct email and click through demographics will help you identify your target customer better. When you can see who is reaching out to you, from where, you will have a better grasp on what marketing plans work and what are a waste of time. Narrow your scope and you will get a better, more interested client.

How Strong is Your Team

If you work with an outside marketing firm you should see them as employees. How many interviews do you put your sales team through? This should be the same number of interviews which your marketing team goes through. This team needs to be vetted so that you know that you are a key priority for them and not just another business to add to their client list.

Where is the Money Going?

Track all of your marketing efforts to see what is generating the best dollar result for you. You need to be able to ensure that you are getting the most bang for your buck. This can come in terms of seeing how many mailings come back to you, how many clicks you’re getting from your blog and how many people are coming in because of deals you are doing on partner sites. Knowing what is working means knowing where your money is going rather than just throwing it around and hoping that it multiplies.  

Forget Spray and Pray

Marketing to your buyer personas and making sure that your plan is working is the key to a successful strategy. You cannot simply throw out seeds and hope for the best. As any good farmer will tell you, where your plant your crops will determine how much of a bountiful harvest you have.