Welcome back as we take you through the Ten Key Steps in nurturing your buyer along their journey as their video production and video marketing tour guide. It’s a process that takes a broad approach, but one that includes video productions, whether they’re whiteboard animation or motion graphics or live action.
We’ve talked about making it personal. Today we’re going to discuss…
Creating Specific Buyer Personas
You need to create a profile that’s customized for each and every potential buyer. But that’s way easier said than done, right? I mean, what if you don’t have that information at hand? How can you create a profile and customize emails and websites with those crucial video productions if the buyers are hiding?
Well, hold on. Some of you might be asking what a persona is. A persona is a character that exhibits the common attributes of your best customers – such as industry, responsibility and problems to be solved. These personas represent segmented groups that are large enough to be worth marketing to – and distinct enough from each other so that campaigns to each can be very different. You may boil them down to, say, Fred The HR Exec, Adelyn the Marketer and Jillian the Buyer. They each have different buying needs and reasons – so despite the fact that you’re selling the same thing to each of them, you’re taking a different, distinct approach to each one.
You’ll most likely need to adopt a Do-It-Yourself approach when putting buyer personas together. One company used information they extracted from focus groups and interviews with current customers and created personas that correlated with top buying segments. And they didn’t stop there. They educated themselves about preferences, needs, behaviors and job demands before transforming relevant website pages to match them.
Take for example the fact that salespeople talked about their short attention spans. To deal with that, the company put together quick, actionable content for sales pages. In a second example, they found that data managers wanted more technical information – so they created web pages just for them. They did this across the board – as well as replacing the focus from “we, the company” to “you, the customer.”
And what were the results of that?
Length of visit increased by 900%
Marketing generated revenue increased by 171%
Email open rate increased by 111%
And the number of pages visited increased by 100%
Not too shabby, right? All because they put in a bit of extra legwork.
Here at Rip Media Group we want to provide you with a full video production service – and that means a blog that encompasses every part of the marketing spectrum. Contact us for a full consultation where we can determine what you need and what video works for you; whether it’s whiteboard animation, motion graphics or live action. And remember – your story starts here!
Thanks to our friends at Act-On for helping us bring you this series.
Stay tuned for the third part of this series.