Creating Persona profiles can help businesses better understand consumer profiles. Why is it important to understand consumer profiles?
Let’s take the example of Apple Inc. in the United States. Apple targets customers who prioritize design and quality for their iPhones and Macbooks. Therefore, their marketing strategies are tailored to fit the Persona of Apple enthusiasts, presenting their products as stylish and high-end. This article will introduce Persona profiles, why they are essential, and how to accurately identify consumer profiles.
A Persona profile is a character description designed by a company before devising marketing strategies. It is based on observations of the target audience and the characteristics of the products or services. The content includes name, age, interests, hobbies, and personality. These fictional characters help businesses quickly focus on their target audience’s image, facilitating the identification of the most suitable communication methods between the company and consumers.
B2B procurement decisions must pass through multiple stages. Therefore, understanding the preferences of decision-makers can significantly increase the success rate of transactions. Creating Persona profiles helps companies gain a better understanding of the profiles of industry decision-makers and plan strategies to successfully achieve transactions.
Persona profiles effectively help companies view issues and evaluate solutions from the consumer’s perspective. For instance, in advertising, if the target audience is not accurately identified within a limited budget, it may result in many ineffective leads and wasted funds. However, if the consumer profile is clearly defined, advertising efforts will have a more significant impact.
(Extended reading: B2B Marketing Strategy: Is there a more affordable and efficient way to conduct B2B development? )
In addition to using Persona profiles to understand consumer profiles, businesses must also consider how to arrange exposure at various stages of the consumer journey.
How to develop customized marketing content according to the consumer journey:
By examining which stage of the consumer journey your target audience is in, you can sequentially develop effective communication and marketing strategies, avoiding mismatches and maximizing impact.
B2B procurement cycles are longer, requiring comparisons and inter-departmental discussions before reporting to higher management. Additionally, large procurement volumes and specific needs mean that evaluating the quality, service, and price of various suppliers is a primary concern for procurement departments. Based on this, we can broadly outline the following Persona for large B2B company procurement:
By analyzing common traits and concerns from past interactions with customers, businesses can tailor sales and marketing strategies to align with procurement preferences, enhancing potential customer interest.
Creating Persona profiles aids businesses in better understanding consumer preferences and focuses internal str–ategy discussions on consumer needs. For companies new to cross-border marketing, establishing Personas can also serve as a stable foundation for product promotion. At every stage of cross-border marketing, it is essential to start from the consumer’s perspective. The LeadsGeek team can assist you by leveraging a comprehensive cross-border data database and AI tools to clarify your industry’s target customers and quickly identify precise leads, saving time and money compared to traditional methods. Additionally, our professional bilingual writing team can craft customized EDMs to build a positive brand image and increase potential customer interest.
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