How Target Marketing and Personas can Improve Your Conversion Efforts
(firmenpresse) - Conversion rates are the highest when you can appeal directly to a specific target audience, address their needs and desires, and show them why your product or idea is perfect for them. In order to boost your conversion rates, you should identify your target audience, develop personas to represent your target audience, and refine your product and message to appeal to your key demographic. And you must do all of this without over-complicating your message. How do you achieve this in practice?
Who is Your Target Audience?
This comes up again and again because many companies simply don’t bother to identify a target audience. In order to be successful, you must know who you’re trying to market to. Is your target audience moms? College students? Business professionals? Each of them has different needs and desires, and understanding your audience is key to marketing to them successfully. A typical target market profile might look like this:
•Age: 35-54
•Marital status: Married
•Gender: Skews female
•Household Income (HHI): $75,000+
By identifying these key characteristics, you can market effectively to this demographic. If you have more than one demographic, though, you may want to target your marketing to each demographic specifically.
Develop a Persona for Your Target Audience
The problem with the generic “target audience” or “key demographic” is that it can create an impersonal feel. As a marketer, you may find it difficult to connect with such a broad, generic group to create an effective message. This impersonal feeling has led to the rise in “personas” as a marketing tool.
A persona is a very helpful tool for your copywriter to paint a clearer picture of the reader, his situation and needs. A persona may include details like:
•Name: Doris
•Profile: 28, nanny, new to the US from the Philippines
•Goals: To stay in the US as a nanny, to support her family back in the Philippines
•Behaviors: Prefers to talk to someone directly when seeking advice
By creating this profile, you can appeal directly to a specific woman, understand her motivations and craft a message that will target her needs.
Keep in mind, though, that there is no such thing as an “average” customer. It’s helpful to create a few personas for different portions of your demographic. Maybe your second profile in this scenario would be Kim, a suburbanite soccer mom who feels overwhelmed by her responsibilities and wants a way to simplify her life.
Ultimately, crafting personas can help you speak directly to the needs and motivations of your demographic. Beware of speaking too directly, though - if you speak too narrowly to a single persona, you may alienate your real customers who don’t fit within the personas you’ve developed.
Avoid Over-Complicating Your Marketing
When you use target marketing and personas, one potential issue that you’ll need to strive to avoid is over-complicating your marketing.
With target marketing, if you identify multiple target markets, you may end up sending conflicting marketing messages in an effort to appeal to all of your markets. Develop a strategy for dealing with your target markets. Maybe it will involve keeping your marketing separated, with unique landing pages and different messages for different channels. Or maybe you’ll handle this issue in another way. The key is to approach it with a strategy - don’t just throw conflicting messages out there in an attempt to capture your target demographic.
With personas, if you’re trying to write for multiple personas, your copy could get too wordy and complicated. By trying to meet all of the needs for your imagined personas, you could sacrifice brevity and clarity for personalization. This could create a cluttered message and lower conversion rates! Avoid becoming overly bogged down in your personas. Find a balance of delivering a targeted message without losing clarity, and experiment to see which “persona” has the best results with your target audience.
Mark Morrison is founder of MMS marketing, an Internet Marketing Consultant for clients that specializes in driving targeted prospects, capturing them and converting them into sales. Mark helps create dedicated websites and landing pages designed to convert traffic over your competition. Mark can be reached at (301) 774-6522 or visit his website at http://mdwebdesignandseo.com
Contact info:
MMS Marketing
Olney, MD 20832
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Unternehmensinformation / Kurzprofil:
Datum: 28.08.2013 - 20:29 Uhr
Sprache: Deutsch
News-ID 291825
Anzahl Zeichen: 4690
contact information:
Contact person: Tol
Town:
Olney, MD
Phone: (301) 774-6522
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