Understanding Marketing Now: What Your Business Needs to Know

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December 15, 2016 | By RGR Marketing Blog

Is Your Sales Team Taking Advantage of Technology?

Marketing has changed dramatically over the last several decades. Technology, particularly digital devices and cyberspace, has completely reshaped the way we connect to potential consumers of our goods and services.

Most businesses understand now that to be successful in marketing, it’s important to have an online presence: a website, social media pages on sites like Instagram, Facebook and Twitter, reviews on Yelp and other respected review sites, and so on.

But there are other tools of marketing that modern technology allows us to take advantage of in ways we never could have before. One very important concept in modern marketing is the concept of the Buyer Persona.

What Is a Buyer Persona?

A buyer persona is essentially a fictional character that you create to mirror an actual buyer of your product. The way you create a buyer persona is to look at your history of sales pitches and identify qualities and characteristic of the people involved in each sale, whether they bought fast, bought late, or didn’t buy at all.

Eventually, you develop a range of distinctive characters that you can group potential customers into. As you pitch each buyer persona, you can make notes as far as what worked and what didn’t, so you can refine your sales pitch to that particular persona.

How Does Modern Marketing Fit in With the Buyer Persona?

While it’s always been a good idea to try to identify the different characteristics of your potential sales, the digital revolution gives us the opportunity to be more precise with your buyer personae than ever before.

Once we know what a particular type of potential buyer looks like, we can make an effort to match every new lead with a persona. How do we do that? The Internet, of course!

Many people have no idea the amount of public information about them that is available online. When you target a potential customer, no longer do you have to go “on feel,” or the few basic questions you may have asked them while you were sizing them up. Now you can go on Facebook and learn their likes, dislikes, or even their favorite actors and political affiliation.

By checking out their Twitter or Instagram feed, you can get a sense of whether they are introverted or extroverted, direct or indirect, passive or aggressive. If they have their own blog, you can drill down for even more useful information.

While some people will have a more robust online presence than others, you can often create a fairly detailed profile of a potential customer just from their public Internet information, which you can then use to match them with the right buyer persona.

What Are the Different Types of Buyer Personae?

You’ll discover through research, as well as trial and error, exactly what makes an accurate buyer persona for your industry or for your business.

For example, you may encounter a type of buyer who always seems mistrustful at first, but will buy if you can convince him your deal is on the level. Maybe you’ll name this buyer persona “Cynical Sam.” You’ll want to know a lot more about Sam than this to make a complete persona that you can use to drive your sales pitch, but this unique characteristic can be at the heart of it.

Then maybe there’s “Warm Wanda,” who wants to feel like the person on the other end of the phone is a real person, who has interests to share and cares about her interests, and doesn’t want to feel “pitched to.”

You might also have “Rational Rita,” who just wants a quick, clear breakdown of the facts so she can make a decision, and doesn’t want to be “schmoozed.” You can see right away how important it could be to quickly make a distinction between these last two.

Marketing in the modern age may seem daunting, but it can also be quite interesting and even fun, not to mention lucrative. Be sure to use all the tools at your disposal for modern marketing; it can pay off for your business in a very big way.

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Is Your Sales Team Taking Advantage of Technology?

What Is a Buyer Persona?

How Does Modern Marketing Fit in With the Buyer Persona?

What Are the Different Types of Buyer Personae?

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Is Your Sales Team Taking Advantage of Technology?

What Is a Buyer Persona?

How Does Modern Marketing Fit in With the Buyer Persona?

What Are the Different Types of Buyer Personae?

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