Posted in: Digital marketingLast update: 22/03/22
In any Inbound Marketing strategy it’s vitally important to address the right person from your target audience. Otherwise, all your brand’s efforts and investments will fall on deaf ears and you’ll have wasted the opportunity to turn a lead into an ambassador with the power of your advertising actions. For this reason, we have something called a buyer persona: a generalized representation of your ideal customer. Having a good understanding of your buyer persona is the best way to reduce headaches for your sales and marketing teams. A well-prepared buyer persona can make the difference between the success or failure of a campaign.
To succeed and achieve conversion in your promotional campaigns it’s important that the user profile you have corresponds with the real objective public of the brand. There are many tools that can help you create real profiles of your buyer persona. One of our favorite tools – and we’ll soon tell you why – is the survey. A well-employed survey will save you from more than one setback. Read on to find out more.
How can I find out what my buyer persona needs?
The answer is very simple: ask them! If you want to sell your product or service you must find the people who are most likely to want to purchase it. In a Web 2.0 world – one in which social networks allow us to connect directly with each other – it’s possible to discover the motivations, desires and behaviors of our followers and potential clients.
This ensures that we don’t merely profile our followers based on demographic data which often fails disastrously to help us define our buyer personas. How many profiles were born in meeting rooms where all members contributed their ideas without having once spoken to the consumers. No one can tell us what motivates users more clearly than users themselves. You just need to give users the chance to have their voice heard.
Surveys are the perfect tool for learning what motivates our target audience and reaching out to them in a way that is not invasive or bothersome. Careful use of surveys enables us to catalogue leads, and to focus the profiles of our target audience, offering them something that excites (and converts) them.
How to define an effective survey
Using surveys for your brand can be child’s play. And that’s what it should seem like to participants. Unlike other types of tests, surveys can be fun, light-hearted and as valuable to the person completing them as they are to you.
The format of the questions will depend on the phase of the conversion funnel in which your buyer persona is located. The questions should help you discover the motivations and interests of a specific group, and get a better understanding of their behavior and the ways they use your products or services.
Whatever survey format you choose, the most important thing is that its parts make sense to the person filling it in. For example, if you’re looking for information about a person in the TOFU (Top of the Funnel) phase, the survey should not be too long: you don’t want to risk boring the participant in your attempt to attain their data. On the other hand, if the participant is in the BOFU (Bottom of the Funnel) that means they already know you well: this could be a good opportunity to dig a bit deeper and ask the participants to give their opinion about your services or products.
#Surveys can help you create real profiles of your #BuyerPersona and boost conversion. Click To Tweet
Will I achieve better statistical results with an incentivized survey?
Incentives are always a good way to encourage users to give satisfactory response to promotional actions on social media. However, it’s important to select the right type of prize to avoid misrepresenting the results of our research.
As we’ve said on other occasions, prizes should be appropriate to the amount of effort required from participants, and specific enough to only attract users who are genuinely interested in your brand. Therefore, depending on the type of buyer persona you are defining, you should either select an incentivized or non-incentivized survey.
For example, if the buyer persona is in the TOFU phase and is interested in social media and TV shows, an interesting survey format for a video content platform could be one in which he or she is asked the question What type of TV show addict are you? Share the result with your friends. This could help your brand learn more about the behavior of a specific segment of your users: for example, whether they share their account; whether they are habitual or occasional viewers and so on. The prize shouldn’t be so juicy that it distorts the data.
In the same way, if the buyer persona is at a more advanced phase of the conversion funnel – an existing customer for example – the survey can be more extensive. For example, you could ask the participant to rate any problems they have had with the platform during the previous month. Their reward could be a subscription discount or priority access to new content.
I’ve already carried out a survey. How can I use the data obtained from my buyer persona?
If you’ve already finalized the survey participation period, and you’re ready to collect the results, it’s time to get that data working for your profiles. The different survey formats enable you to collect a variety of information about users. Surveys can also be combined with different promotions which provide other key information about the participants.
Upload this data in the most convenient way possible and voilá! You have defined your buyer persona in a little more detail. And yes, we do just mean ‘a little more’. There is a good reason for this: profiles are not unalterable. They change over time, as do the users they represent. You should never rest on your laurels: it’s important to use all the tools at your disposal to keep the profiles updated.
Have you already used a survey to define your buyer persona? Share your experiences with us in the comments below this post. If you haven’t got around to using this tool to learn more about your target audience, then do it now and make the most of its potential.
Publication date: 2017-08-23