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The First Step to Successful Copywriting: Create Your Buyer Persona

Friday, September 8th, 2017

I’m writing this series to cover the five steps to successful copywriting. I’ll cover one topic each week over the next five weeks. Welcome to week one, the first step…

What is a Buyer Persona?

You’ve probably heard the term “buyer persona” somewhere along the lines, or maybe not. So, let’s start with a simple definition. A buyer persona is a representation of your ideal customer. It defines your ideal customer based on demographics, motivations, goals and behaviors.

Why Do I Need a Buyer Persona?

You can’t be all things to all people. You need to know who you’re trying to reach and what they want to see. If you know these things, you’ll be able to create relevant and useful content that converts – and content they want to read. A buyer persona helps you build a strong connection with your customers.

Your goal shouldn’t be to get the most readers or the most website visitors. It should be to get the right readers and the right website visitors. Your content might be popular, but this doesn’t mean that it will convert people into customers. If you want to get customers, you need to promote your products or services to the right audience. You need to make sure your content addresses their specific problems and offers the best solutions.

A buyer persona helps you create content that motivates and resonates with your customers. It helps you shape marketing and sales strategies because you know what challenges your customers are facing and what they’re trying to accomplish. It helps you develop new products and services because you’ll know what products and services your customers want and need.

How Do I Create a Buyer Persona?

1. Create a list of questions specific to your industry so you can get answers that are relevant to your type of business.

Some of your questions should be based on demographics. Your questions might include things like gender, age, income, occupation, geographic area, married or single, children, education, company size, role, industry, etc.

Other questions should be based on motivations, goals, and behaviors. You need to learn what really motivates your customers and what really drives them. Dig deep to uncover the “why” behind their actions. Remember to use questions specific to your type of business. Here are some sample questions.

  • What are your primary goals?
  • What are your biggest challenges or obstacles?
  • What are your main objections?
  • How do you research and select vendors?
  • What are some purchases you’ve made recently?
  • What type of social media do you use?
  • What publications or blogs do you read?
  • Where do you go for most of your information?
  • What decisions do you make?
  • What is your background?

2. Interview your current customers, former customers, and prospects. You can also interview your sales and customer service people because they may have some valuable insights. Your current customer base is a great place to start with your interviews because they’ve already purchased your product or service.

3. Do some additional research. Social media is a great place to find information. Facebook Insights helps you understand the audience that interacts with your posts. Professional groups on LinkedIn help you find trending topics that people are talking about in specific industries. Twitter Analytics shows demographic information and the primary field of interest of your followers.

4. Look for trends after you’ve interviewed a few people and done some research. Patterns and similarities will help you identify your ideal customer. If you identify more than one trend in a common series of questions, you may want to create more than one buyer persona.

5. It’s time to pull everything together and create your buyer persona. It’s great to include actual quotes from your interviews. You may have noticed some common keywords and phrases that your buyers used during your interviews and research, so include them in your buyer persona.

Here are a couple of tools you can use to create your buyer persona.

MakeMyPersona by HubSpot

Buyer Persona Templates by Buyer Persona Institute

“A copywriter should have an understanding of people, an insight into them, a sympathy toward them.” – George Gribbin

Up next week… The Second Step to Successful Copywriting!

How to Create Your First Email Marketing Campaign

Friday, September 8th, 2017

Email marketing is a marketing strategy that many business owners gravitate towards on account that the practice is straightforward, inexpensive and extremely effective if successful. If you are looking to refine your overall marketing strategy, perhaps it is time to create an Email Marketing Campaign. Here’s how you can begin creating and launching your very first Campaign:

Objective

Begin by determining the objective of your email marketing campaign- What purpose will the sent email convey? Most campaigns contain emails that either educate their user base, announce events, or promote products and services. Decide on a call to action you want the email readers to perform and what counts as measurable success metrics for your campaign. It is also imperative to know your email contact lists and which lists of people you want the email to be sent to.

Service Providers

When it comes to creating an email marketing campaign, you will often be required to send bulk emails and track them. Email platforms are ill equipped for that, so it is highly recommended that you consider choosing and using email marketing service providers like Mail Chimp. Mail Chimp allows you to create and manage email databases, as well as furnishes you with campaign management services and free to use customizable email templates, thereby simplifying your process even further. Make sure to import the email addresses of your existing and potential customers and set up email lists within Mail Chimp.

Campaign Creation & Tracking

Using Mail Chimp, create and name your email marketing campaign with something concise that you can identify with no risk of confusing it with other subsequent email marketing campaigns. One good recommendation would be to name your campaign with the purpose, followed by the date. After which, set up tracking measures. You will subsequently be able to view them through the Reports Overview page.

Email Creation

After the campaign is created and named, you will then be required to create the email that is to be sent to existing or potential customers. Email marketing platforms like Mail Chimp usually assists by providing customizable templates that users can make modifications to. Include the logo, address and contact details of your corporation with links to social sites and your business website. Come up with strong subject lines to further compel readers into opening your emails, include attractive headlines, and advantage/feature driven content. The content of your email should be engaging but short, with a heavy focus on either features or benefits that are advantageous to email readers. In addition, the email should also contain a good text to image ratio, balancing out the whole visual aspect.

Schedule

Upon completion, your campaign is now ready to send and test out. Schedule your emails and test out the performance of your emails based on the open and click rates. Experiment with different timings and days to see if the effectiveness increases. This will allow you to essentially find out the optimal timing for your emails to be received- the same timing can be used for other email marketing campaigns subsequently. Determine a specific length of time for your email marketing campaign before you take a look at the performance results.

Assess

Mail Chimp allows users to track both open rates as well as click rates. Take a look at how often your emails are opened, identify which links are clicked on the most and analyses other relevant data that can be of use to your next marketing strategy. This enables you to make changes for re-targeting and further improve results.

If you have managed to complete all the above mentioned steps, you would have successfully created your very first email marketing campaign!