Are Your Emails Getting Ignored?

Video Transcript: Are Your Emails Getting Ignored

Are you experiencing low open rates on your emails or minimal interactions on your social media content? If so, you might have a persona problem.

In this episode of What the Friction, we’re talking about how not having personas – those detailed representations of your business’s ideal customers – can impact your digital marketing. And if you don’t have accurate personas based on research, data, and insights, you could be experiencing marketing performance issues such as:

• Lack of direction that results in irrelevant or mismatched content
• Offers or advertisements reaching the wrong audience segments
• Messaging that feels generic or completely disconnected from your audience’s interest
• You could be wasting time, budget, and energy on the wrong marketing channels and have content that fails to address your audience’s needs.
• And then you’re lacking really necessary insight that can help you optimize your content and your assets or conversions.

Developing Personas

Now, to develop personas, you need to do several things.

• You need to collect data from various sources, such as customer surveys, interviews, and website analytics, and social media, and sales data
• You need to gather information that really it’s about demographics, behavior patterns, goals, challenges, and preferences of your audience
• And you need to analyze this data and identify commonality
• So, how does this data separate and what trends to you see among your audience. Think things like location, job roles, interests, pain points, buying behaviors, and preferred communication channels.

Creating Fictional Profiles

Now, based on the collected information, you want to create fictional but detailed profiles. Give them a name, give them a background. Personalize them with personal and professional goals, challenges, preferred content types, and purchasing motivations.

And once you create these, then you want to use them to develop content, messaging, and campaigns that resonate with your persona. And then test the effectiveness and improve them over time.

Hire an Expert

Or, if you’re like most business leaders who need more time in their day, you could hire a marketing agency that can properly collect and analyze data to identify and build relevant personas, backed by evidence that can help grow your business.

To learn more about how to remove digital marketing friction and grow your business, follow us here.