1. Align your marketing strategy with the buying process of your buyer personas
Put yourself in the shoes of your ideal customers. Use communication channels that your buyer personas prefer to actually reach them. While some people contact your company via the comment function on social networks , others respond to an automated newsletter and still others tend to speak directly to a sales employee via a call-to-action button (CTA).
Your goal should be to accompany prospective customers on their buyer's journey and offer them content with needs-based added value based on their touchpoints via well-placed CTAs. In this way, they can be converted to leads (potential customers) via effective marketing automation and gradually move towards a purchase decision.
2. Familiarize yourself with your different buyer personas
Companies usually target customers with different backgrounds with their products and services. When designing your buyer persona, it is therefore necessary to be as detailed as possible in order to highlight relevant differences and similarities. With specific profiles of your ideal customers in mind, you can align your content with the expectations of each persona . Your company's sales and customer service departments can help you gather information if necessary .
Getting to know buyer personasGet to know your buyer personas! |
3. Content optimization: Exchange ideas with your sales team
Marketing automation promotes strategic cooperation between australia phone number data marketing and sales under the keyword Smarketing . By talking to sales staff, marketers can find out what problems and questions customers have dealt with during their individual buyer's journey before making a purchase decision. On the basis of this valuable information, marketers can in turn sharpen their buyer personas and adapt their content marketing .
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4. Analyze your key performance indicators (KPIs)
Marketing automation software like HubSpot supports you with all relevant metrics when evaluating your marketing campaigns. Analyzing the most important performance indicators on your website and your social media presence is essential to sustainably optimizing interaction with your buyer personas.
AnalyticsBy regularly analyzing your key figures, you can optimize your content. | ©pixabay
5. Content Audit: Regular inventory of your website
To have a convincing online presence with high-conversion content, it makes sense to regularly subject your website to a content audit . This step is particularly recommended if you work with marketing automation. Because you may have accumulated a lot of content on your company website or blog over time, but whether these posts actually meet the needs of your buyer personas and are easily available to them must be constantly checked.
6. Use the right tools
With the right tools, you can develop your rather static website into a high-quality and high-conversion source of information within your industry. Make sure that your marketing automation software allows the marketing and sales processes to mesh optimally and that your CRM is integrated in order to work with your generated leads and existing customers as well as to track your ROI (return on investment). If you prefer compact solutions to individual tools, you are better off with a complete marketing automation package.