124% growth in sales leads
55% growth in organic search results
97% growth in online leads
210% more visitors from North America to their website
Insight is key
By inventorying, organizing and then optimizing, you automatically gain a deeper insight into that persona:
1. Take inventory
Ask yourself a few questions that will give you more insight into the journey your potential customer takes before they come to you. For example:
Also read: Marketing automation: preparing qualitative B2B leads for sales
What does my (potential) customer's search look like?
What role do my competitors play in this?
What are my customer's doubts and motivations?
Write these points down and paint a picture of the search your clients are going through. Then contact a number of people who belong to your ultimate target group. Create a questionnaire and make sure you get the most comprehensive answer possible. A good follow-up question for answers is almost always 'why?'
The deeper you go into the substantiation of people, hospital cio email list the more foundation you can lay under your persona. And the more targeted you can convey your message. Insight is key. Deep, deeper, deepest insight is a whole bunch of keys, let's say.
Feedback
Ask the same questions to a number of your current clients. Or, based on the questionnaire, create a survey that ties in with your organization's service or product, and which you send out to existing clients after a collaboration process. Tip: take advantage of this opportunity immediately by having your current clients give feedback on the collaboration. Two birds with one stone!
Measuring = knowing
Use tools like Google Analytics for your numerical substantiation. Measuring = knowing and Analytics can be a very informative source, especially when forming a persona.
2. Organize
Process the output of your research into formulating and sketching your buyer persona. And when we say 'sketching' we mean (almost) literally sketching. Choose a realistic photo, give the persona a name ('Marketing Mary', 'Corporate Kees' or 'Technical Tony' to name a few) and work out his/her profile as completely as possible.