You might be wondering, why do buyer personas matter? With detailed buyer personas, you can truly understand your customer. If you put yourself into the perspective of your audience, then you'll get a sense of their goals, challenges, even what they do during the day. A detailed buyer persona is critical to a successful marketing strategy because you understand why they make buying decisions. They will also leave you with a handy and comprehensive target customer. Buyer personas helps dictate what content to produce, where to publish it, and more. It's an essential component in understanding how to obtain even more customers. Aren't convinced you need to spend precious time mapping these personas out? Let's just say that 71% of companies who surpassed revenue and lead goals have documented personas. But let's backtrack to lay down the potential-customer foundation. The buyer persona definition is simply this:
As a small business owner or leader, it can be tough to decide how and what types of content to create for your business. Between blog posts, white papers, case studies, checklists, webinars, eBooks, and more, it's understandably easy to get overwhelmed! There are some key pieces of homework that you can do to make this process easier. Creating strong buyer personas is the first key step. The second is making sure you've done SEO keyword research so you understand what your personas are searching for. But what if you've already done this legwork? Even then, given the plethora of content types you could create, how do you decide what content to create and how to prioritize it?
Since anywhere between 71 and 92 percent of search engine users don't click beyond the first page after making a search query, it's critical that you do everything in your power to ensure that your page ranks within these Google results. This may sound easier said than done, but employing the right search engine optimization (SEO) strategies can help you rank within 3-6 months.
When you’re just dipping your toes into inbound marketing, it can feel a bit overwhelming. Blog posts, videos, social media, case studies, white papers, podcasts, webinars… there’s a lot of things you can do to support your inbound marketing efforts. I often get asked, “How do you do it all?!” In reality, you can’t do it all. Especially in the early stages of your inbound marketing strategy. So, how do you get off to a successful start with your inbound marketing strategy? And, how do you choose which inbound marketing tactics to use?
This will be the only blog post we publish that explicitly focuses on us. As an agency, our focus is on you — helping you meet your goals, amplifying your marketing, partnering with you to get you the results your business needs. But, for our first post, I felt a brief introduction to our purpose and mission was in order. As I write this, I remember something I once said when I was younger in my career: “Companies only write their vision and mission so they can cite it to new customers and use it to justify firing someone.” Funny enough, I’ve seen this mostly hold true as I’ve grown — a company’s mission is primarily lip service, and leadership only leans on it when it’s convenient to do so. This has never been more apparent for me than when I’ve worked with dozens of marketing agencies over the years. I’m a big reader, and one of my most important influences has always been Simon Sinek. His book Start With Why (and the related Ted talk) have always been deeply inspirational to me. So, it’s always been tough for me when a company I worked for or partnered with never understood their “why”, never believed in it, and worst of all, started with their “what” instead. And, again, I never saw this more prominently than in the agency world. That’s how I chose the name Aspire. Because we aspire to be different, across the entire experience, than your typical marketing agency.
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