Your customer persona and setting goals are crucial elements to increasing your conversion rates while attracting your ideal customers. You need to tap into your customers’ minds and determine why they would be buying your product or service in order to know how to best position it in front of them.
What value are they trying to get out of you?
What problems are they trying to solve?
Brands experience a 42% increase in conversions when there are personalized call-to-actions on their website. Source: Ranktracker.
To help you increase the number of customers you gain from your next marketing or advertising campaign there are a few key things to think about ahead of creating your campaign plan.
1. What is a customer persona?
A customer persona is a fictional representation of a customer that encapsulates the behaviours, motivations, and goals of a particular segment of your target audience. When you try to speak to everyone you’re really talking to no one. Take the time to research and collect data about your real customers to better understand your target audience. It may seem boring when you want to jump right into promotion mode but it seriously helps improve your results. The more personalized your customer experience the more likely they are to buy. But, you have to get to know them first to be able to offer them that experience.
2. Know your IDEAL customer not just ANY customer.
Funnelling the right audience to your site or brick-and-mortar location should be the first thing you think about. If you’re a window and door installation company, you aren’t going to try to attract an audience under 20 years old as they aren’t likely to own a home. If you’re a restaurant owner specializing in vegan options, you aren’t trying to attract the BBQ-loving meat-eaters. See what we mean? You need to spend time focusing on your ideal customers and creating a plan specifically to attract them and only them with your marketing and advertising.
Narrow down your specific audience so you can…
- Know who is buying your product, and how you’re reaching them (through search engines, social media, digital advertising, or word of mouth)
- Find out what they want and cater to that demand.
- Find out what they don’t want and stop catering to that.
- Optimize your website accordingly to make it more relevant to them.
- Explore your analytics to find out what customers are more interested in, and make that content more easily accessible to them.
- Explore how your customers choose a brand/service over others
- Better describe your products or services to focus on offering the benefits that customers are looking for. Features aren’t a selling point, tell your audience what the consumer gets out of buying or using your product or service.
3. Think about the devices your customers will use.
- The average conversion rate for websites is approximately 2.35% across all industries.
- 4.14% on desktops, 3.36% on tablets, and 1.53% on smartphones.
- Nearly two-thirds of consumers (65%) will start their purchasing journey on a mobile device.
- Visitors on their desktops will spend 400% more than those on their mobile devices.
Source: Ranktracker
You can’t ignore these statistics when it comes to the evident importance of knowing where your customers are and how they want to purchase your products. Think about how you can adapt your website to cater to desktops, tablets, and smartphone devices. And, if you are creative enough you might even inspire them to create that content for you. After all, user-generated content can improve conversion rates by 161% across all industries. Source: Ranktracker
Your user-generated content might be product reviews, unboxing videos, what I bought this month’s videos, and what I love about this product comments or posts.
4. Gather data about your customers using Google Analytics.
Optimizing your website to appease your defined customer persona is important for many reasons. Why? Well…
- 94% of website traffic is generated through organic results, so improving meta titles and descriptions to encourage click-throughs on your content is important.
- Brands that build more than 40 landing pages will receive 1200% more leads than those brands with less than five landing pages.
- Videos on your website can improve conversions by 86%.
- 2 in 5 customers will leave a website if it takes longer than three seconds to load.
Source: Ranktracker
Google Analytics can help businesses build and refine their customer personas by providing a wealth of data about their website visitors.
By using Google Analytics, businesses can gain insights into:
- Demographic information: including age, gender, location, and interests.
- Behavioural data: such as website traffic patterns, page views, and time spent on the site.
- Conversion data: including the conversion rates for different pages, the path that leads to conversions, and the devices used by customers.
This information can then be used to create a more complete picture of your target audience, and their buying journey, and helps you make informed decisions about the creation or refinement of your marketing or advertising campaigns. This data gives you a deeper understanding of what motivates customers, what types of content they engage with, and how they interact with the website. With a close review you’ll be able to see what’s working and what’s not and how to lead more traffic to the places you know they will convert more frequently.
5. Develop an SEO-driven content strategy that works to attract your ideal customers.
With all the data in hand showing you what your ideal customer is interested in, what questions they want answers to, and what wording makes them convert, you can now create more content like that content. Why would you want to do that if you already have content similar? The more useful content that you have awaiting your customers on your website the more Google and other search engines want to promote it.
Don’t forget that customer personas will change over time, so it’s important to review and adjust as your business evolves to ensure you’re always talking to the right people, and you can always have more than one persona to focus a campaign around. Start with developing one first though. You don’t want to get overwhelmed with data.
When it comes to developing marketing and advertising campaigns that truly convert, there is more in play than just your ads. That’s why we help you look at the bigger picture, and we do the grunt work upfront so that your leads come in strategically and more quickly than you might have seen in past campaigns you’ve run. From small businesses to large corporations, across the street or the province, it’s also our job to make your business shine in the best light possible while working to help you simplify your marketing. Work with the team you know you need so you can focus on your passion while growing your business. When you do, the happier and healthier you and your business will become. Give us a call today at 705-242-8964 or sign up for a free no-obligation consultation to talk about how we can help you increase your leads and your bottom line!
