This is the second post in a series of 5 posts about rebranding. Read the first post, "How To Allure Ideal Clients With Stellar Rebranding".
We have learned about how the digital age has changed branding. Your future clients are online and want a clear and concise message from your brand. To communicate your brand effectively you need to have a thoroughly constructed value proposition. Now we need to narrow down those clients into a select group who are going to have their problems soothed by buying our product.
CREATING A BUYER PERSONA
Surely you've discovered who your ideal client is in a general way: what industry they’re in and what kind of product or service they’re looking for. But to target them effectively, you need to know who they are as people. What kind of person is your ideal target customer? To determine that, you need a buyer persona.
A buyer persona is like a character profile of the customer: who they are, what they want, and what their life is like. It expands on the generic “what they want to buy” info and puts a name and a face to it. This makes it easier to target and connect with customers on a more personal, individual level, without having to tailor a different approach for every single customer. A buyer persona should include…
Demographics – Gender, marital status, age range, or income level— allow you to begin to get a sense of who your customer is and narrow down their range of interests.
Job Level/Seniority – This is particularly important for B2B businesses. Who are they in the company? What are their responsibilities? What authority do they have in the decision-making process with regards to making this purchase? The CEO of a small business thinks and acts differently than the marketing manager at a mid-sized enterprise. Which leads us to our next piece of critical intelligence…
Typical Day – If you can piece together a customer’s routine on a typical day, you’ll understand many of the things that occupy their time, and what is and isn’t important to them. This is one of the most critical items to “nail” in your rebranding strategy because it gives you insight into what your customers actually care about. If you can align your value proposition with what your customers care about and figure out how to communicate that value proposition to the customer, then your new brand is a rock star.
Pain Points – What keeps the buyer up at night? What problems do they need the most help solving? If you can get a handle on that, then you’ll be even better prepared to position your brand to be the one that will help them solve those problems.
Information Sources – How is the buyer researching their problem? Where do they get their news? What do they read? Do they consume blogs? White papers? Infographics? What social media do they use, and how do they use it? Once you know where the buyer is going for information, you can put your company's information there for them to find.
Objections – No need to sugarcoat things. There are always objections. You know that your company is the best company for the job, but the customer isn’t convinced yet. Why not? Forewarned is forearmed. Figure out the reasons why the buyer is still hesitant to make a purchase, and why they might opt not to make the purchase from your business. Arm your employees with answers to these objections that will alleviate their prospects’ concerns—communicated in a fashion that will appeal to the specific persona you’ve created. That includes the right phrasing and format of delivery.
WHAT TO DO WITH BUYER PERSONAS
Once you’ve identified your buyer personas, use them to position your company, website, and social media presence to:
• Develop highly targeted content that appeals to buyers’ needs, goals, and interests.
• Place content in the channels where prospective buyers will most likely see them.
• Provide customer insight across business teams so that everyone understands the lead’s needs, goals, and interests.
• Improve your analytics by correlating buyer personas to actual leads, conversions, and sales.
• Design products and services that are better-suited to the target persona.
Get To Work
Now that you have a grasp of these tools it's time to get to work and put your stellar rebrand into play. Come back for our next post that will cover how to personalize and create a social presence for your brand.
source: This post was adapted from the ebook "Branding In The Inbound Age", www.hubspot.com
Want More Great Tips About Inbound Marketing?
Check Out Our FREE Ebook!