As email marketers we need to know our audience inside-out. Know how they think. Understand how they act. And have insight into the why, when and where they decide to buy. That’s a tall order to fill: but one that’s absolutely necessary in order to be successful at reaching said target audience. Creating buyer personas can help savvy email marketers excel by having the ability to create highly targeted and tailored messages. Messages that aren’t just personalized with a name, but that speak directly to the pain points of the buyer in order to push them down the sales funnel more quickly.
What is a buyer persona?
A B2B Buyer persona is a semi-fictional profile of your ideal buyer based on real-life data that has been extrapolated to help you fully understand who your customers are, their interests, and – most importantly – how they interact with brands before and after the purchase. Here are 3 advantages of creating buyer personas to optimize your B2B email marketing campaigns.
1. Build relationships from buyer persona
Direct one-to-one, personal, email messages enable businesses to foster relationships through a robust two-way dialogue. This will help you connect with potential customers from the get-go, position your brand as an expert and earn your buyer’s trust. Even if a sale isn’t made from the first few email messages sent, the next time you email or call you’ll already have an established rapport.
2. Get competitive intelligence
Outbound marketing tools such as surveys, database development, lead generation and nurturing are great ways for you to build a buyer persona, find potential customers and connect with existing ones. Gather this competitive intelligence when crafting a buyer persona about your customer. This data will arm you with imperative information which you can then use to make better business decisions, craft more targeted email messages and help you maximize your sales opportunities so your team can effectively spend time and resources in the right place.
3. Develop a database
A buyer persona is not set in stone. It can change, or may have missing information. So using outbound email marketing to interact and engage with your current customers is only one part of the equation. The flip side is having the ability to reach out to new leads who you don’t know about. Acquire a targeted list from a reputable data provider which will give you access to an unlimited source of potential leads for your business. Then use Clickback’s Email Lead Generation software to send emails to these cold contacts, turning them into warm leads and closed sales.
Buyer Personas + ELG = More Leads
Crafting a buyer persona is the beginning of where you engage with your customers and get them into your email list for sending. Your ultimate goal is to build qualified sales leads from your email campaigns, eventually converting them into customers. To do so, you need to accurately track your progress. Leads are the metrics to success and your success will drive revenue.
