Build killer buyer personas with Honeycomb’s inbound marketing team.
In the world of marketing, inbound marketing is special. And buyer personas are the key differentiator.
Why use an agency?
When investing significantly into your inbound marketing strategy, a company should work closely inbound marketing agency to optimize the experience. As professional marketers who create inbound marketing strategies for many different businesses, we have the ability to uniquely understand your situation and prepare a plan. We can accomplish this in a more efficient and timely manner than a single person could on their own.
Why start now?
The strategy for your inbound marketing should be the first thing you tackle before the campaign launches. We highly discourage inbound marketing campaigns without a well-defined execution strategy. Why? Marketing without strategy isn’t marketing at all – it’s just noise. A strategy that leverages buyer personas can help you decide what content to create, where to promote it, and how to convert the traffic into leads.
What does it cost?
The great thing about Honeycomb is that we’re a one-stop-solution that focuses on holistic inbound marketing strategy. What does this mean? We don’t view your social media marketing in a “silo” like other social media marketing agencies. Instead, we consider your entire digital marketing funnel and work on all parts of it to increase conversion rates – click here to see our simple inbound marketing pricing.
If you need an inbound marketing strategy and buyer personas, then we’re the team you’ve been looking for.
Why does your business need a marketing strategy?
LEADING A SOFTWARE COMPANY can be super exciting, but it can pose a real, significant challenge. Your company is new and unknown to most everyone. To overcome this, software executives and marketing executives alike need to embrace a buyer persona strategy that zeroes in on your ideal customer demographics.
Inbound’s uniqueness lies in the foundation of what an inbound marketing strategy is. While traditional marketing strategies focus on outbound marketing methods (i.e. email blasts you never signed up for, telemarketing, and the awful internal cold calling) inbound marketing strategies focus on the individual you are targeting – your buyer persona.
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We’ve found that among the strategies that uphold inbound marketing, the creation, documentation and utilization of buyer personas is key. We believe that an inbound marketing strategy provides much-needed methods of increasing your brand’s awareness and attracting quality leads without being a nuisance. The first of these methods being the creation of your customer buyer persona. Before you create buyer personas, you’re going to want to understand the ins-and-outs of what buyer personas are.
What are Buyer Personas?
Creating and implementing buyer personas into your inbound marketing strategy is key. To engrain a quality inbound marketing campaign into your business skeleton, you need to document buyer personas.
Essentially, a buyer persona is your ideal, fictional customer. The buyer persona is the idea of the perfect target audience for your company. Embodying the goals, motivations, and challenges of a certain demographic, a buyer persona is created and driven from marketing data and research of your existing customers.
The Honeycomb team of inbound marketing strategists help to develop these buyer personas by documenting age, behavior, needs, goals, pain points, and other qualities that progress the direct impact your inbound marketing strategy will have. Before creating and documenting buyer personas, it’s necessary to know why they’re crucial for your inbound marketing campaign.
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Why Should I Create Buyer Personas?
Having this ideal customer in mind helps in multiple ways. Buyer personas provide insight into what your customer’s motivations, desires, and goals are, which in turn redirects the way in which you execute your inbound marketing strategy. They help you understand your customers. Knowing your buyer personas allow you to narrow in towards a more specific marketing approach by tailoring your content, interactions, and website to them.
Understanding the background of your customers and potential customers helps by reorienting your marketing strategy to their needs, desires, behaviors, and the like. Understanding where a lead or client is coming from emotionally, intellectually, and personally builds trust that your business cares in serving and providing quality service that will, at the bottom line, help your client to live and work more efficiently.
Buyer persona insight opens the door to effective communication and business relationship with your customers. At Honeycomb, we utilize buyer personas by orienting and offering content towards that specific persona, as well as interacting with customers in ways that is unique to the individual. Focusing on buyer persona needs helps to rid inbound marketing campaigns of impersonal and annoying outbound marketing strategies like spam email lists, cold calling, and telemarketing that generally drives potential customers away from your company’s services.
A practice we abide by at Honeycomb is the truth that leads and potential clients are people, and buyer personas continue to remind us that, so we can continue to treat them as such – a practice often forgotten in the marketing world.
After determining a few buyer personas for your marketing strategy, the next step is implementing the buyer personas into your inbound marketing strategy. Having buyer personas gives insight into the content you should produce, how and when you should distribute that content, and the best way of communicating to your potential customers. The characteristics of buyer personas reorient the way of attracting customers and communicating with them, so once you’ve documented buyer personas, create content and distribute that content in ways that would attract or benefit your buyer persona.
A essential tool in an inbound marketing strategy is the creation and use of an editorial calendar. An editorial calendar is effective in directing the way content is created, when it should be distributed and the medium in which it is distributed. As content is created, revised, and published, an editorial calendar tracks progress and enables the ability to manage the content and when it is published at a larger scale.
When and how content is published should be weighed heavily upon buyer personas. The type of content created and medium of distribution depends on the characteristics of a buyer persona (age, goals, challenges, behavior). This is so that the content and the way it reaches your customers are best suited for the likely persona of who will come into contact with it. Editorial calendars open the door to managing content in a way that produces significant engagement when the buyer personas created are kept in mind.
Another content marketing strategy is the use of social media. Buyer personas yet again enable businesses insight into how to understand and interact with potential and existing customers via social media platforms. The type of content shared and way in which it is shared on sites like Facebook, Twitter, LinkedIn, and Instagram should be oriented around buyer personas. Social media allows your desired reach to interact and react to your content. In turn, this offers an opportunity of more persona analysis so a business can really dial in their social media presence in context of their buyer persona.
Blog posts are a key kind of content in an inbound marketing strategy. While the blog posts you share and how you share it are very similar to the ways to share social media updates, blog posts focus on offering useful content that your potential customers might be interested in.
Buyer personas help businesses understand their potential customer so they can better communicate and interact with them and blog posts mirror that ideology. Blog posts are a way a company can provide quality content for people who might be interested in the information being provided.
The details of buyer personas help redirect the type of content to better suit the goals and desires of potential customers.
Throughout the use of editorial calendars, social media updates, and blog posts, the implementation of buyer personas help to communicate, interact and understand potential and existing customers in a way that produces results. In simpler terms, buyer personas will help you do marketing better.
Inbound marketing strategies tend to be most effective when buyer personas are at the foundation of them. To attract your target audience towards your brand, the implementation of buyer personas increase the usefulness of strategies like following editorial calendars and pumping out content into your market’s locality through blog posts, social media updates, and content offers.
Understanding your ideal customer enables you to understand the demographic that will likely interact with your business. At Honeycomb, we see the data gathered through buyer personas as a tool to treat people like people again.
Buyer personas can be created through multiple platforms of research and analysis. The most common practices of creating buyer personas are through research of your business’ market and surveying/interviewing your existing customers and targeting audience.
Some methods to gain this information are:
1. Researching and analyzing the trends of how your current customers first came across your company help to portray the most effective of reaching your target audience.
2. Using survey forms and interview questionnaires that ask for buyer persona information such as age, education, location, family, and communication preferences. These will help in creating the background of your buyer persona and the best ways to interact with them
3. Use sales data to create a more analysis-driven buyer persona for your existing customers
The results these methods produce create the data to create these fictional buyer personas. By knowing these details about a fictional or real customer, it’s easier to understand who your potential customers and existing customers are and create a relationship that is tailored best to their goals and challenges.
HOW TO CREATE BUYER PERSONAS
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How do you decide which inbound marketing agency is the best fit for you?
This is the hardest part. Lots of agencies are saying lots of great things about themselves. But which inbound marketing agencies are legit and which ones are frauds? Here’s what to look for.
Look at Their Inbound Marketing
One of the best determinants of a successful inbound agency is the focus they put on their own inbound marketing strategies. Do they have an active blog with relevant content? Is it easy to determine their buyer personas through forms on the website? How often are they engaging with content on social media?
Honeycomb uses the same practices in our campaigns for our clients. These campaigns are structured, consistent campaigns that focus on relevant buyer persona content to drive traffic (like you!) to fill out a lead gen form on our website (like this one!)
Ask Them Specific Questions
Once you are happy with their inbound marketing activity, you should contact the agency and ask them a few questions. Your goal is to find out how they will improve your current personas, who will create the strategy for you, how they will measure their success, and anything else that you might find important. For example, it’s a good idea to ask how many accounts their agency is currently managing (Honeycomb manages about 60 clients).
You may also ask for some previous case studies and concept proofs. It’s always a good idea to review case studies from an agency before you make a commitment. If an agency can’t provide you with case studies, then you should look for an agency that can.
Pay attention to how they engage with you as well. Do they make an effort to learn the values of your brand and your business objectives? If not, then how can they accurately reflect them online?
Don’t Pick The Cheapest Option
You aren’t going to get a “deal” by choosing the cheapest inbound marketing company. You really get what you pay for! The agencies with the highest level of success typically are not the cheapest solutions. But they do bring the best results.
However, you’ll also want to avoid big marketing agencies that charge big bucks with outdated inbound marketing case studies. Make sure the agencies have seen success in the last 24 months (because social strategy is constantly changing) to make sure they have the chops you need.
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