Why You Need Customer Personas To Be Successful

If you want to create a successful marketing campaign, you MUST know your target audience. Often companies roll their customers into a crowd, and their advertising is less relevant and offers a one-dimensional experience.

Customer personas that drive your content can help you exceed lead and revenue goals. In persona research cited at the time, 56% of companies developed better quality leads, and 24% gained more leads by using personas. You too can benefit from this simple practice.

But maybe you are not familiar with customer personas? What are they, and why are they important?

What are Customer Personas?

Have you heard of customer segments before? They are not the same thing as personas.

Customer segmentation allows you to understand customer groups based on demographics: where they live, their age, and maybe their buying behaviors. Segmentation helps get your message in front of the right people, but if you want your message to motivate them, and if you want to know how best to connect with sellers, that is where personas come in handy.

Personas are depictions of motivated sellers that include their emotional and behavioral triggers, goals and frustrations, interests and motivations, and beliefs and values. You can recognize key traits for each persona (yes, there is often more than one persona) and even discover their preferred methods of communication and keywords.

Why are Seller Personas Important?

Using personas, you can bring customer segmentation to life. You can empathize with sellers and generate content that focuses on their touchpoints throughout the seller’s journey.

Pitch to Not One, But Several Seller Types

Rather than yell at the crowd, you can use personas to adjust your sights on one person at a time. There are divorcees and empty nesters looking to downsize, and growing families that need more room. There are tired landlords and owners with financial hardships, as well as individuals who inherit property. All of these are personas.

Build Trust

Customers gravitate towards businesses they know and trust. The best way to build trust is to appear genuine and convey an understanding for what your sellers are going through. You are aware of their situation and can offer a solution: you can make their problem property go away.

Increase Sales

Based on personas, unique, data-driven methods can drive all seller types to your real estate investing business. They, then, are directed to you or your sales team. You use the personas to nurture those leads till they are ready to sell. In this way, customer personas are an excellent tool for marketing, sales, and service levels.

Save Money

In a study cited at the time, Marketing Sherpa found personas increased website traffic by 210%, website generated leads by 97%, and organic search traffic by 55%.

By focusing your marketing, you can stop throwing out broad messages that have little to no return on investment. Instead, you can focus your messaging and pitch it on the right channels to see a better ROI.

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