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Lindsay Arter

Total posts: 3
Last post: January 20, 2020

What is Persona-Based Marketing?

What is Persona-Based Marketing?

By Lindsay Arter on  January 20, 2020

In today’s data-driven world, personalization is crucial to capturing the attention of your audience. From the user experience to content marketing and beyond, the way your brand interacts and communicates needs to meet the needs of your audience. But first, it’s important to know who your audience is.

What is a Buyer Persona?

A buyer persona (or customer persona) is a fictional profile that represents your typical or target customer, based on market research. Well-crafted buyer personas allow you to personalize your marketing efforts at scale by grouping your customer base by similar attributes. Because personas mirror your real-life customers, they can be used to help your company better understand your customers’ needs, expectations, voice, preferred method of communication, and more.

Creating Your Buyer Persona

Your buyer personas will be unique to your business and organizational goals. Analyze your customer data, website analytics, social media followers, etc., to start to get a better picture of the type of person your business attracts. A good persona should be as detailed as possible, while generalizing who your audience is. Your buyer personas should include:

  • Basic demographics (i.e., gender, age location, etc.)
  • Job title, education level, roles and responsibilities
  • Family type and household income
  • Budget
  • Goals and pain points

Consider the following customer persona example described by Nike’s chief digital officer Adam Sussman. Nike’s “Weekend Runner” is a 30-year-old woman training for a half marathon in a couple months. She uses the Nike Run Club app, so the company has a great amount of data on her running and achievements. The Weekend Runner looks to Nike for encouragement and advice. Nike uses this persona along with the data from the app to recommend shoe products to the runner based on her mileage and running habits. Using personas like the “Weekend Runner,” Nike can adapt to the wants and needs of this specific segment and communicate in a way that makes sense at this point in the customer’s journey.

Persona-Driven Marketing

Persona-driven marketing is becoming increasingly necessary to achieve success. Well-crafted personas help build the understanding of what your customers want from you and how they want to hear it. Creating these different segments will allow you to develop different tones, voices, and marketing tactics to ensure you’re delivering the right message to the right audience at the right time. After all, you wouldn’t use the same inbound marketing approach for an engineer as you would for a small business owner.

Whether you’re looking to create a targeted email campaign or increase your social media engagement, personas can help you meet your key performance indicators (KPIs). According to Aberdeen Research, marketers who use personas and map content to the buyer’s journey typically receive 73 percent higher conversions than companies who don’t take this approach.

A digital marketing agency can help take your efforts one step further. When you partner with Aztek, we take the time to find the right tone and voice for your brand and tailor our solutions to your business’s unique goals and objectives. Contact us today to start a conversation about how we can help drive leads, sales, and awareness for your organization.

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How To Inspire Your Employees to Write for Your Website

How To Inspire Your Employees to Write for Your Website

By Lindsay Arter on  December 6, 2019

It’s no secret that a strong blog can bring a lot of value to a company. Genuine blog content creates relationships between readers and the brand, and insightful information can position your brand to be a leader in its industry. On top of relationship building, blog content is known to drive traffic to your site and improve SEO. In fact, companies with blogs produce on average of 67 percent more leads per month than those without one.

Though it is powerful, blog content can be hard to generate. Custom, well-thought-out articles take time and a lot of thought power. It’s crucial to inspire your employees to create content for your company blog to connect with your target audience.

Think about it: Who works with your products or services every day? Who knows the most about your brand and how to sell it? Who already engages with your consumer audience and knows what they expect from your brand? Your employees! They are a great resource for information that others can obtain through a blog. However, your employees may be hesitant if they don’t know where to start or if they don’t have much experience writing content.

Here are a few ways to inspire your employees to write for your website.

Writing Procedures and Policies

If a writer is not aware of what is expected of them or what route to take, they are going to have a harder time getting started. A set of company-wide procedures and policies can help avoid this unnecessary writer’s block, and they don’t have to be extensive to be helpful.

Highlighting simple literary elements, such as style, tone of voice, and formatting will not only give transparency to your expectations from your employees, but it will also guarantee that all your website content will be uniform, even though it is coming from different writers. Examples may be whether to use to the Oxford comma, if you will write content in first person or third, or what the call to action should be in your blog posts.

Create Outlines and Prompts

While some of your employees may be excited to share their ideas on your website, others may be intimidated by the thought. But just because a person isn’t strong writer does not mean they don’t have good ideas to share.

Have these employees put together an outline that can be passed onto someone who has more passion to write. Create a framework of the article that can be sent to a proficient writer who can turn it into a solid piece of work.

Remind your Employees Their Knowledge is Important

If employees already have a lot of their plate or don’t see the value in a good blog, it can be hard for them to take content creation seriously. Some workers might also feel like they have no insight to give to a reader, which simply isn’t true. It has been reported that 90 percent of consumers find custom content useful, and 78% believe that companies behind content are interested in building good relationships.

Therefore, it is important to remind your employees that they have valuable knowledge worth sharing. Use employee experiences to their full potential by having employees write about personal expertise to create custom content. Not only will you get unique content no one else can provide, but the employee will also feel more comfortable and confident creating copy.

Encourage Friendly Competition

When it comes down to it, we all love to win. If you need content and are looking for a more natural way to inspire your employees to write, consider adding some friendly competition into the mix.

Rewards can be given to the employee who produces the most articles, the writer of the most-read article, the author of the article that generates the shares on social media, and so on. Consider taking the best writer out to lunch each month or having a small cash bonus as a reward.

Develop a Content Strategy

Before you can give your employees prompts to write about, it’s important to first flesh out your content strategy. Need some help? Aztek takes a content-first approach to web design and digital marketing. Our content creation services are focused on establishing the right voice and tone for your brand, driving website visitors, and converting visitors into leads and sales. Contact us today to start a conversation.

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Top Considerations for Marketing to Millennials

Top Considerations for Marketing to Millennials

By Lindsay Arter on  October 18, 2019

When they’re not eating avocado toast or taking selfies, chances are, Millennials serve as your No. 1 customer. The Millennial generation, or those born between 1977 and 1995, now make up most of the workforce and likely have a big say in business decisions. According to Forbes, this generation will spend $10 trillion dollars over their lifetime as consumers. Here are five considerations you can apply to your Millennial marketing strategy.

1. Millennials Look to Friends First

When it comes to sources they can trust, Millennials look to their peers. Within the past month, research shows that Millennials read more reviews—and are more likely to write reviews. In fact, 77 percent of millennials have shared a recommendation to someone else and are 50 percent more likely to make a recommendation to a peer than any other generation. Furthermore, BrightLocal found that 97 percent of Millennials read online reviews before selecting a business, and 89 percent trust those reviews.

Look to online review platforms like Yelp, Google Reviews, Facebook, and even Glassdoor. Consider adding customer testimonials and reviews to your site for greater brand transparency to earn Millennials’ trust. Additionally, find ways to encourage positive word-of-mouth by responding to reviews—good or bad—to show Millennials that you are genuinely interested in what they have to say, appreciate their positive feedback, and are available to remedy any negative experiences.

2. Millennials Value Authenticity

Along with building trust, Millennials value brands for their authenticity. More than any other generation, an overwhelming 90 percent of Millennials say authenticity is important to them when deciding which brands they support.

Consider your sales funnel as it relates to the customer journey. If you’re only available when the customer is ready to buy, you’ll miss out on the key opportunities with passive customers and those in the discovery phase of the buyer journey, while sending a red flag that you may not have the customer’s best interest in mind.

It's important for brands to establish themselves as a trusted source in their industry in order to be considered by the Millennial buyer. This means that picture-perfect ads and repeated, generic messaging won’t work. Rather, nurture your Millennial customers through emotional storytelling, user-generated content, and thought leadership. Leverage inbound marketing tactics, such as blog posts, e-books, social media, and videos that can establish your brand as a thought leader in your marketplace and better relate to your audience and their needs.

3. Millennials Care About Social Issues

Millennials have strong feelings about social and environmental issues, and many make decisions based on those feelings. According to Cone Communications, 70 percent of Millennials are willing to pay for a product that makes an impact about an issue they care about.

Think TOMS and Warby Parker. The “buy one, give one” model is a great example of how Millennials put their purchase power where their cause is. Many brands have started to see the advantages of taking a stance. For example, Starbucks’ Ethical Sourcing policy gives customers a sentimental reason to choose their coffee over competitors, even though it may come at a higher price.

This is just the beginning of the socially conscious business model. Whether it's the appeal of organic and fair-trade ingredients or knowing an organization gives back to the community, it’s clear that taking a socially conscious mindset can further promote brand authenticity and influence a Millennial's decision-making.

4. Millennials Crave 24/7 Attention

In an age of smartphones and social media, Millennials live in a world of constant connectivity. In fact, the amount of time Millennials are on their devices is unbelievably high, with one in four Millennials spending more than five hours per day on their phone.

If you want to get through to your Millennial audience, you need to be reaching out and available around-the-clock. Many customers expect companies to respond to social media mentions within one hour—even on nights and weekends. Social media monitoring tools like HootSuite and Sendible can help automate the process of searching for mentions of a brand name to help shorten response times and provide the 24/7 attention Millennials crave.

5. Millennials Want Personalization

Millennials share, and they overshare. They tell the world what they’re eating, drinking, and doing in real time from the palm of their hands. The line between what is private and can be made public is nearly nonexistent with this group. In fact, 70 percent of Millennials are willing to let brands track their browsing and shopping behaviors in exchange for a better experience.

Referred to as the “me generation,” it should come as little surprise that brands need to personalize their marketing efforts for their Millennials audience. Leverage social media platforms and web analytics to learn about your audience, what they like, and what they’re interested in, and what they buy. Use this data to target your audience on your website and via paid digital advertising to provide personalized recommendations based on the products they have searched for in the past or websites they have visited. You can further tailor your social media strategy to channels like Facebook and Instagram, where Millennials are most engaged. It's not the "spray and pray" method of the past; this is intentional and targeted marketing to Millennials.

Market to Millennials

Marketing to Millennials is easier with these five points in mind. Need help reaching Millennials? Aztek has the web design and digital marketing expertise to provide innovative ways to improve your Millennial exposure. Check out our comprehensive digital marketing services, including social media, digital advertising, and SEO, to see how we can help generate more qualified leads to your business from this generation.

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