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Introduction
You may have read about buyer personas and be wondering what they are. The digital age has precipitated the need for marketers and business owners to find new ways of connecting with customers and prospects throughout the buying process. New techniques are required to help bring them to a positive purchasing decision.
Why? Because there is little possibility for direct, physical connection in the online world during the early days of the sale. Most clients, customers or prospects do their research online before they will allow a direct approach from sales people. Being too forceful at this stage risks losing them forever. This lack of firsthand contact makes it more difficult to build relationships, trust and connection. It cannot be done using old methods like interruptive advertising.
The magic of online marketing
When businesses and customers connect in the first instance online, rather than in a physical space (shop, office or over the phone), building personal relationships in the early stages of the sales process requires a subtle but clever approach.
Businesses value online marketing and sales because they enable the cost-effective reach to far wider markets than would otherwise be possible. They also lower the cost of sales.
Consumers like shopping and interacting online because it gives them freedom to browse uninterrupted (mostly). It also gives them control over the sales process. They can shop anonymously and accept or reject direct contact as they wish.
Advantageous as it may be, this ‘virtual reality’ creates new challenges for businesses to find other ways to connect. Developing buyer personas is one such method.
What are buyer personas for?
Buyer personas enable businesses to attract attention, establish connection and a
rapport with prospects, answer their questions and address concerns through scenarios and storytelling. Executed well, buyer personas can make prospects feel valued. They can also add value to the sales process by providing help and advice for customers.
©Alison Campbell 2017 3