In the dynamic world of IT Managed Services, understanding your audience is not just beneficial—it's essential. Gone are the days when IT decisions were confined to a specialized IT department. Today, the decision-making landscape within small to medium-sized businesses (SMBs) is notably more intricate, involving multiple stakeholders with diverse objectives and levels of technical know-how.
In the inbound marketing funnel, landing pages are a tactic used in the Convert stage to improve conversion rates. Since these are so important inbound marketing, we were excited to read the 2021 Unbounce Conversion Benchmark Report. It’s full of useful takeaways that businesses can apply to their landing pages.
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?
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