Yellow Ruler Marketing

WHAT IS A BUYER PERSONA?
A "Buyer Persona" (aka Ideal Customer Profile (ICP)) is a detailed description of your ideal client(s). For B2B marketing, you need a separate Buyer Persona for each customer type/target market. For example, if you sell a product that is used in the construction industry, you may have 3 customer types - Architects, Quantity Surveyors and Building Contractors.

Each of these types of ideal customers will probably have different needs, buying processes, decision making teams etc. Therefore, your Buyer Persona will need to describe key factors about each one. Below is an example of some of the factors that you need to describe:

- Location:
- Key Issues/"Pain Points" that they struggle with (that relates to the product you sell)
- How they try to solve their problem - e.g. ask a colleague, do a Google search?
- Knowledge level: e.g. are they knowledgeable about your product type or only barely aware of it?
- Decision-making process: by committee or are they the sole decision maker?
- What social media platforms, if any, do they use?
- What type of online content do they prefer - videos, detailed blogs, simple infographics, carousels?
- What would an ideal solution to their problem look like?
- If they search online, what sort of search terms/words will they use when they search?

WHY DO YOU NEED A BUYER PERSONA?
A Buyer Persona will help to guide your marketing actions. For example, if you have listed all the search terms that your ideal buyers will use when searching online, then you can check that these same search terms are being used on your website's backend. (e.g. in your website's title tags and description tags).

If they are not being used, then you need to ask your web developer to update your website to use these search terms so that your website performs well in search engines.

Also, if your buyers in one target market have very little knowledge about your product type, then you need to focus now on creating easy-to-digest, introductory content types, such as infographics and short videos (as opposed to detailed blogs).

In addition, if you are working with a marketing agency or are outsourcing some sales functions, an agreed buyer persona will ensure that everyone is "on the same page" regarding who you are targeting.

Thinking about what your business' brand voice is might not seem like a big priority but it is important to have at least thought through what your brand voice is - i.e. what you want people to think/say about your business.

In other words, your brand voice is how your brand or business personality is perceived by your target audience.

For example, do you want your business to be seen as a high-end, expert, market leader who probably won't be the cheapest? Or is your brand voice that you won't be beaten on price? The target audience needs to be able to clearly see what sort of business you are from any of your social media posts, website etc.

Your brand voice should be decided as part of your overall because it needs to be in line with all other aspects of marketing and sales.

If your B2B business doesn't have a clear, current digital marketing strategy, then you may be haphazard in your approach to marketing which will negatively affect your results from marketing activities. A consistent approach is essential for effective marketing.
Comment below on whether or not you feel you have a clear brand voice.

How can you convert those ideal B2B prospects that you know are "out there" into your customers?

This is an example of the journey your ideal prospects will take if you create useful content to build awareness and follow it up with good sales techniques. It won't happen overnight and you may wonder if you are getting anywhere at all by spending time crafting content for social media.

If your content addresses your customers' "pain points" (i.e. their biggest business problem that is relevant to you) and explains how your product/service can help them resolve these "pain points", then your efforts will be rewarded. The content creates positive "touchpoints" between you and your prospects. ( Touchpoints are any type of contact/touch with your company e.g. seeing a social post, a visit to your website, a phone call with somebody from your business, etc)

However, you must do it consistently and do a sufficient amount. Only a small percent of people who see your content will convert into customers so you need to ensure that a high volume of your ideal prospects sees your content in the first instance.

What is your biggest difficulty with B2B marketing?





Contact us today or read more here about converting B2B prospects into customers. https://buff.ly/4dGEZo7

How accessible is your website? And what does an "accessible website" even mean? In laymans' terms, an accessible website is a website that can be used easily by users who have a temporary or permanent disability.
Accessibility is not a Google search results ranking factor at the moment but this could change. In any case, making your website accessible means you can reach a wider audience and make your website easier to use for all users whether or not they have a disability.
This excellent, user-friendly article from Ian Cleary explains website accessiblility thoroughly and how you can achieve it on your website. https://buff.ly/3wD0WRa # .