Everybody is looking for new leads, but sometimes it seems like there are only a few ways to draw them in, and for SMBs with smaller budgets and specific locations, lead generation can be tiresome work. If you’re looking for great ways to jumpstart lead generation for your SMB, you’re in the right spot. Let’s talk about a few lead generation tips and tricks for SMBs that will actually work.
We’re going to start by first looking at how you convert leads. When it comes to any business — small, mid-sized, and even huge corporate companies — there are really only three key ways to convert leads through digital marketing:
If you’re in the digital marketing game, you probably have all three of these tools, and you’re probably using them to convert your leads as often as you can.
But, while content offers, calls-to-action, and landing pages convert leads, the rest of your digital marketing strategy does the actual work of guiding the right potential leads towards those conversion opportunities.
For SMBs, this aspect of lead generation is quite possibly the toughest. You can have picture-perfect conversion opportunities, but if you don’t have the traffic, you’re not going to see results.
And drawing in a ton of qualified traffic can be easier said than done. Not only are you competing with other local SMBs in your industry, you likely also have to go up against corporate giants who have more manpower and budget than you. This is where strategic digital marketing comes in.
We’re going to break down 8 lead generation tips and tricks for SMBs, that will help your small-to-midsized business stand out from larger competition and draw in the leads that will help your company grow. It all starts with your target buyer.
#1 Identify Your Target Buyer
The first and best way to make sure you’re generating only the leads you want, and none of the leads you don’t, is to identify who you want to sell to.
Odds are, your product isn’t for everyone. There is a specific industry, a key job title, or type of person your product or service is right for. Where do they live? What do they want? What do they do?
Understanding your target buyer through and through will help you implement lead generation tactics that are accurate and specific. And the more accurate your targeting, the less you’ll spend to get the best results.
One key lead generation tip every SMB should take advantage of is social media. It doesn’t matter whether you’re a mid-sized manufacturer or a small local lumber supplier, social media is an inexpensive way to build awareness throughout your community.
We’ve provided a ton of resources about how SMBs can get ahead on a variety of social media channels, (see this blog, this blog, and this article about Social Media Marketing vs. Social Media Advertising) but at the very least it’s worth it to create accounts on platforms like Linkedin, Facebook, Twitter, or Instagram. Start with one, if your company doesn’t have any yet, and build from there.
We recommend starting with Facebook and LinkedIn if you’re planning to do any social media advertising. Both of these platforms make advertising easy, and they have powerful targeting abilities that can help you create effective ad campaigns, without spending more of your budget than you’d like.
#4 Create Targeted Content
Today’s consumer wants content that is specific to their concerns. The best way to boost lead generation for the leads you actually want is to create content that is very targeted. General solutions aren’t going to help those potential leads.
A lot of times we’ll hear from clients, “well, we don’t want to give all of that information away because [insert reason here: you don’t want your competition to know, you don’t want clients to solve their problems, you’re afraid if you give information away, they won’t call your sales team, etc.].”
The fact is that if you’re not educating your potential leads with content that truly answers their questions and solves their problems, you’re not going to get any leads.
Today’s consumer will not contact a salesperson until they’re 80% of the way through the buyers cycle. Until then, they want to find the information that answers their questions and empowers them to make an educated decision about why your product is their best option.
When you’re creating that content, your company will be the first your ideal consumer contacts when they’re ready to make a purchasing decision.
#5 Focus on Quality over Quantity
If lead generation is your SMB’s goal, quality should always be your priority. You can write a million short blog posts and not see a single leads from all of your posts. You can also write a million general blog posts and end up with a million leads, but none of whom are good sales fits for your company.
If you want to generate quality leads, you need to generate quality content.
Consumers can spot an unhelpful, keyword-stuffed, general blog post from a mile a way. They can also pick out a quality blog post, just as easily.
If you’re creating content that’s focused on keywords, but doesn’t really say anything, you’re not going to see the lead generation you want. Why?
Because content creation is about more than lead generation. It’s also about setting yourself up as an authority in your industry.
When you’re putting out the best, quality, in-depth content in the industry, people are going to start looking to you for answers. When people look to you for answers they can trust, they’re also going to look for you when they decide they need your product or service.
When you create quality content, you boost your SMB’s lead generation capabilities threefold.
You are able to draw in quality leads with great content that ranks well.
You set yourself up as an authority in the industry. More consumers turn to your SMB when they have questions about the product or service you offer.
You boost your company’s awareness. As an authority in the industry, who is providing quality content, more people are going to refer potential leads to you, and more potential leads are going to turn to your company, just because they’ve heard your company name around.
In the end, quality content keeps delivering quality leads. The more great content you put out, the more qualified leads you’ll generate in the long run. A great content creation strategy works like a snowball effect — the more great content you put out, the more qualified leads and brand awareness you generate. The more leads and awareness you have, the more authority you build.
#6 Always Include a CTA
If there was a golden rule of lead generation, “always include a CTA” would be it.
Why? Because a CTA gives you the chance to convert a lead. And worst-case scenario, the lead doesn’t click on it. You have nothing to lose by including a few relevant CTAs with every blog post, whitepaper, or helpful article you put into the world.
Your calls to action should always provide something useful to your readers, like more information about the topic they were just learning about, or a free consultation or audit of their company.
#7 Give Things Away. For Free
Gated content still has its place in the digital marketing world, but it’s not the end-all-be-all way to generate leads. In fact, more customers prefer companies who are offering up the content they want, with no strings attached.
A new popular lead generation trend is to develop long-form, ungated content. Then, instead of putting the gate on your content on the site, you offer a PDF version of that long-form content, so people can take it home with them and read it at their leisure.
This is a really great tactic to get you contact information for just the leads who are really interested in what you have to say or sell. While a lot of unqualified leads might give up their email to download a gated content offer, only the leads who are genuinely interested in your content are going to download the PDF and take it home with them.
#8 Track Your Leads
This is the last tip we’re going to cover, and while tracking your leads doesn’t necessarily help you generate leads, it is an important point to end on.
All of the work you’re putting into lead generation is real, and it’s going to deliver you results. The worst thing to happen is to get all of those amazing leads, and then not have anywhere to organize them and keep track of them.
We understand that SMBs don’t always have the budget to invest in an expensive CRM, but there are a lot of free CRM options that will help you keep track of the leads that are coming into your website, and that stick around to learn more. Our personal favorite is HubSpot, of course, but do some searching around to find an option that’s right for your company.
Lead generation for SMBs can take a bit of strategy, but it doesn’t have to blow your budget.
When you approach lead generation with a clear picture of the leads you actually want, and who are likely to purchase your product or service, you’ll be able to put your effort towards just the tactics that will draw those ideal clients in. Strategic digital marketing is the best way to get the local leads you want, at a price that makes sense for your company.
Looking for a little more help? These blogs have answers:
We can help too. Get in touch with the Evenbound team to chat about your lead generation strategy. And for more information about how we generate leads for SMBs, be sure to check out the case study below:
HA Digital Marketing is now Evenbound. And that change goes way beyond our new website and name. Here’s why we’re making the switch, and what it means for you.
Earlier this year, our team sat down to take a good look at where we were, and where we wanted to be. We looked hard at our mission, our purpose, and our vision for our company, and we realized that we’d started to outgrow the HA Digital Marketing name. Some amazing insights came from our sessions last fall, and one of our favorites is our team’s purpose, “to create joyful clients.”
With that new purpose at the heart of this rebrand, we settled on the name Evenbound. Equal parts inbound marketing and outbound marketing working together to deliver the most meaningful results for our clients.
Inbound + Outbound = Evenbound
Whatever goals you’re working towards, we’re here to support them. Our purpose is to create joyful clients, and we do that by delivering the marketing and sales support that best helps you reach those growth goals.
What about your team and your services? Are those changing?
As we move deeper into our rebrand, you can still expect to hear directly from your favorite people here at Evenbound. You’ll probably even start hearing from some new team members. As you might know, we recently moved into an expanded, renovated office space. That move gave us plenty of room to keep on growing our workforce, so we can offer more clients the very best service.
Speaking of services…
You can also expect the same great service offerings you’ve come to know and love. The only difference is that you’re going to start seeing some new services, and improvements to our service delivery. With new space and new staff, we’ll be able to expand the types of services we offer while keeping up the great quality and results you expect from the Evenbound team.
How are you going to support all those new websites?
We’re excited to announce that we’ve recently partnered with WP Engine to provide website hosting services to all of our clients. This recently improved WP Engine hosting platform is built on new Google C2 servers which is 40% faster than any other WordPress hosting option on the market today. It gives us the ability to develop better, more creative, and faster-performing websites for our clients.
This is just one investment that we’re making that aligns with our purpose to create joyful clients. We know that when your site looks better and performs better than the competition, you’re going to get the leads. This switch to WP Engine will make that happen.
Are you going to host any more events?
We’re so glad you asked. We’re proud to say that our company has grown more than 60% year over year for the past few years. And we did it using our own marketing strategies. Since we know how to make growth happen, and we’ve done it, both for our clients and for ourselves, we think it’s time to take that info on the road.
As we continue on the expansion path of this rebrand, we’re planning to roll out fun educational opportunities that will help support our business community. These events will give us the chance to share what’s worked for us in the past, what hasn’t, and ultimately what you can do to see the same kind of growth we have.
Anything else we should look out for?
Yup. The biggest obstacle we see in this new rebrand is simply awareness. To combat that, and to make sure we’re repositioning ourselves where we’d like to be in the market, we’re planning to blanket the West Michigan market with awareness.
You’re going to start seeing our faces everywhere. When you do, we’d appreciate your support spreading our message with a quick comment, review, or share. Let’s start conversations that help people.
That’s it for now, but there is certainly more to come as we move forward with this rebrand, and as we continue to grow. Be sure to keep an eye out for additional updates from us! And, before you go, we’d like to say thank you.
This rebrand wouldn’t have been possible without our amazing clients and partners. We’re expanding our capabilities and services so we can help you reach your goals faster, but we wouldn’t be able to do that without your continued confidence in our team. Thank you for your ongoing support and trust.
Our Getting Started with HubSpot Series is written to help you understand what to expect when you sign on with a HubSpot Partner Agency. Over the next few months, we’ll work to cover everything from HubSpot onboarding to sales enablement and marketing and sales alignment. If you like these posts, and there’s a certain topic you’d like us to talk about, just let us know!
In the sales and marketing world, the term “sales enablement” is one that’s getting thrown around a lot lately. Sales Enablement is the process of empowering your sales team to sell better. When you enter into a sales enablement service with a HubSpot partner, they give your sales team the tools, technology, training, and content they need to nurture and close deals with the best prospects, faster.
Typically, the sales enablement process happens after your HubSpot Onboarding session. If your company is already using HubSpot, you can jump right into a sales enablement training service.
Either way, most sales enablement training services happen in an ongoing way. Many HubSpot Partner Agencies offer intensive training sessions, too, to jumpstart your company to sales success, but we’ll get to that in another blog in this series.
Today, we’re talking about what you can expect from an ongoing sales enablement training service.
What Does Sales Enablement Training Look Like?
Like we mentioned in our last installment of the Getting Started With HubSpot Series, every agency works a little differently. The process we’re about to describe is specific to us, and while most agencies will have some similar offerings, you’ll want to speak with any prospective agency directly before you sign on for a sales enablement training service, to make sure they’re a good fit for you. With that said, here’s a deep dive into our sales enablement training process:
Meet Brooke, our HubSpot Project Manager! She’s our Sales Enablement expert, and we’re relying on her expertise to inform this post.
All of our services start with a kickoff call. It’s important to understand exactly where you are before we start any training. We want to make sure that every aspect of our training sessions are geared specifically to your company and your unique sales team. So, our HubSpot Project Manager, Brooke, will start by giving you a call.
On the kickoff call, Brooke is looking to see where your sales process is at. Maybe your sales team is all on the same page, or maybe they each have a unique process that works for them. Wherever you’re at is great. This call just gives us an idea of where you are, so we can better tailor our training session to you.
After the kickoff call, we get to work.
What does that look like?
When you’re first getting started with the Sales Enablement process, Brooke will meet with your team for weekly training sessions. She’ll explain HubSpot tools you might not be familiar with yet, help your team learn how to use them, and answer any questions you might have. Here, she’ll also teach you how to organize contacts, how to make sure that you’re tracking every contact’s actions within the HubSpot platform, and more.
Essentially, what Brooke is helping you do during these weekly meetings is to mimic your existing sales process in the HubSpot platform.
When you’re done with the weekly meetings, and Brooke has helped you recreate your sales process in the platform, your team will be able to pick up right where they left off. The difference is that now they’ll have better contact organization and better tracking of all of their efforts. HubSpot will keep data that tells them which of their sales efforts are most successful, and which don’t seem to be moving the needle.
This service is part of what makes partnering with a HubSpot Partner Agency so useful. We’re really working to make your transition to the new software as seamless as possible.
Individual Team Member Meetings
One great part of our sales enablement training service is that your team members can meet with Brooke individually if they’re looking for a little more guidance. Working with a new tool is really exciting, but it can also present challenges. Whether your sales team members are looking to extend their HubSpot capabilities, or want a little bit more help learning how to use HubSpot’s tools every day, these individual team member meetings go a long way to ensure your entire team is working for overall company growth.
As you start to get more comfortable with HubSpot and all of the tools they offer, Brooke will continue to meet with your sales team bi-weekly, to see how everything is going, and to answer any questions that might come up as your team progresses further with the platform.
Regular Monthly Meetings
Once your sales team feels confident using the platform in their daily operations, we’ll scale back our meetings to once a month. Though you can always call with any questions, these meetings are typically used to review your progress over the past month, and see what’s working, and what’s not.
At these meetings, Brooke might suggest new tools to try out that can help your sales team provide even better service to your prospects, and ultimately help boost business growth. She’ll also help you set new growth and sales goals once you achieve old ones.
Ongoing Sales Enablement Support
We like to think that ongoing support is one of the best features of our sales enablement training. For as long as your team wants, we’ll keep helping you optimize your sales process to shorten the sales cycle, and to close more leads, faster. Every month, you get personalized reports on how your team is doing, along with training on the new tools and technology that can help your team do better business. If you’re looking to foster continuous growth in your company, ongoing sales enablement is one great tool for your toolbox.
How Much Work Will This Be For My Team?
Sales enablement provides an awesome opportunity to improve the way you sell, with the tools, technology, and training your team needs to see what’s working, and where they can improve. But, they do have to do a little work to reap the rewards. Here’s what’s expected of the sales team through sales enablement training:
They show up to sales enablement meetings. We schedule these whenever is convenient for you, and we also work with team members individually, so there are plenty of opportunities, even for the busiest schedules.
They start using the platform. Brooke recommends starting with just five minutes a day. If your sales team can commit to just entering their contacts into HubSpot, they’ll start to feel more comfortable using the platform consistently.
They ask questions. HubSpot can be a big change for a sales team. If they’re open to the process and willing to ask questions so they can improve, we’re here to offer them all the support they need.
We know it’s not easy for an entire sales team to make the switch to a new CRM and a new method of selling. That’s why we’re here to work as your partner in this process. After the initial weekly meetings are complete, the majority of the work will be out of the way, and your sales team will be able to start selling even better, and more efficiently than before.
The Benefits of Partnering With A HubSpot Partner Agency
The biggest benefit of partnering with a HubSpot Partner Agency for sales enablement training?
We’ve done it before.
This is a service we offer to a number of our clients, and it’s something we’re really good at. We know this is a big shift for your team, and we know that one of the biggest challenges is encouraging everyone to use the HubSpot platform consistently to get the most accurate reporting.
We’ve said this before, but we approach our HubSpot training services with a walk/run mentality.
First, we’ll teach your team what they need to know to start using the HubSpot platform, and your newly optimized sales process, casually. We’ll work hard to bring everyone on board, and make sure each member of your sales team feels empowered to use the tools and technology HubSpot offers to best compliment their sales style.
When everyone is familiar with the platform and using it regularly, we’ll get into the “run” phase. We’ll introduce new tools, and show your team how to use them for better, faster sales.
As HubSpot Agency Partners, we know and use HubSpot’s full suite of tools every day.
Our HubSpot Project Managers, like Brooke, are training masters. They have what it takes to get your entire team using, and loving the HubSpot platform.
And when your entire sales team is on the same page, your company is going to start serious results. And serious results are what we’re here for.
Interested in taking the HubSpot plunge? HA Digital Marketing is a HubSpot Gold Agency Partner, and we’re also a HubSpot Certified Trainer. That means we’ve helped tons of clients just like you learn everything there is to know about sales enablement, and the HubSpot tools that support it. We can help your team learn how to use those tools to legitimately grow your company.
If you’d like to know more, just get in touch. Brooke, or our president, John, would be happy to talk to you more about your specific goals for HubSpot. And if you’d like to learn more about how HubSpot training can work for companies like you, check out the case study below.
Buyer personas are a major component of any effective inbound marketing strategy. The truth is, you have to know who you’re marketing and selling to before you can make a sale. Today’s consumers only pay attention to marketing messages that are personalized, and highly relevant to their unique experiences. Buyer personas are a key way to address that consumer need, while streamlining your marketing and sales process so you’re only spending time on the leads most likely to convert.
We can say the word “buyer persona” as many times as we want, but they’re not going to do much for you if you don’t know how to create or define one. That’s why we’ve put together this Step-by-Step Guide to Defining your Buyer Persona. Here, you’ll learn what exactly a buyer persona is, and how to define your own buyer personas in a clear, manageable (we hope) step-by-step way. Let’s get started.
Just looking for some hot tips? Use this menu to skip to the step you’re most interested in.
The first part of any great guide to defining your buyer persona should be a definition of what a buyer persona actually is. Buyer personas are an integral part of any quality marketing or sales plan. A buyer persona is a fictional representation of your ideal client or target audience. With a clear picture of who you’re marketing to, it’s much easier to develop effective, targeted content that speaks to your ideal buyer’s goals and challenges.
Think of your buyer personas as a personal narrative. You’re developing a story for and context around the people who are most interested in your product or service. You want to know as much about them as possible, so you can provide personalized service, relevant content, and helpful sales information. Your buyer personas are the best place to organize all of that information into a story that will resonate with you, and with the rest of your team.
Creating Your Buyer Personas in 5 Steps
Defining your buyer personas might seem like a big, unwieldy task. But, if we break the process down into manageable steps, you can move through them one-by-one to develop thorough, thoughtful buyer personas that will genuinely improve the way you market and sell. And don’t feel like you have to create all of your buyer personas at once — taking it step-by-step is a great way to make sure you’ve got all of your bases covered, without feeling too overwhelmed. This guide to defining your buyer persona is set up so you can leave and come back whenever is most convenient for you. With that in mind, let’s get into Step 1.
Step 1: Research Your Buyer Personas
All great personas start with a little bit of research. Even if you feel like you already have a pretty good grasp on who most of your clients are, it’s worth it to take a hard look, not just at who you’re already working with, but who you’d like to work with in the future.
It’s always easiest to start with what you know. Begin your research by taking a look at your existing clients. Here are a few questions to get you started:
Who at their company contacted you first?
Were they the final decision maker?
What does their job look like?
Are they your company’s primary point of contact?
What are their roles at work?
Do they manage people or processes?
Do they have to answer to a boss or supervisor, or do they make most decisions?
What does their home life look like?
Do they have any hobbies?
How old are they?
Are they married or single? Kids or no kids?
These questions will get you started, but there are a few other tactics you might consider when doing buyer persona research:
Talk to Customer-Facing Employees
Your account managers are going to have the best insight into the lives of your clients, since they’re the ones in direct contact with them. Talk to the customer-facing employees at your own company to get a better sense of the people your company is already working with.
Talk to Your Clients
If it’s feasible, it’s also a great idea to talk to some of your existing clients. Consider sending out a short survey to your main points of contact, asking them a little about themselves. You might have to send along a small incentive to get them to fill it out, but their answers will be worth their weight in gold. After all, the people who have already invested in your product or service are your ideal audience.
Who Would You Like to Buy From You?
Once you’ve pulled together as much information as possible on your existing clients, think about who you’d like to sell to in the future.
Is there an ideal prospect that your marketing and sales team just can’t get to convert? Maybe your competition has had a lot of success in a certain segment of the market that you’d like to break into, too.
To narrow down who you’d like to buy from you, we suggest starting by taking a look at your competition.
Where is Your Competition Seeing Success?
Are your competitors seeing a lot of success in a certain segment of the market you’d like to break into? Check out their website!
They’re probably developing content and sales offers that speak directly to that market. You can learn a lot about those ideal buyer personas you’re not quite hitting yet by seeing how your competition is successful.
Where Do You Want Your Company to Grow?
Another great way to identify buyer personas for clients you haven’t quite snagged yet is to think hard about where you want your company to grow.
For example, we often work with home builders, many of whom are working to break into higher markets. Even if they don’t yet have clients in that higher market, we still work to do as much research on those buyers as possible. We look at our clients’ competition to see what they’re doing to draw that market in, and we look at those buyers specifically to see what they’re most interested in, and what their greatest pain points are.
You can do the same thing for your company. Look at the clients you’d like to get in the future, and do the same research to see what they’re interested in, what their lives are like, and what challenges they face that your company can solve.
Check Out Your Own Analytics
Our third and final suggestion for the research phase of defining your buyer personas is to look at your analytics. You’ll find no better, more concrete data on your ideal buyers than through the analytics on your own website, social media ads, and pay-per-click advertising campaigns.
Take a look at the reports from each, and pay specific attention to the demographics of the people clicking your ads. When you’re looking at your website analytics, see what pages your visitors view the most, and the longest.
Are there content offers that are downloaded more often than others? Who is downloading those offers? Answers to all of these questions provide you with useful information and data you need to compile relevant, effective buyer personas.
Step 2: Segment Your Buyer Personas
I’ll be honest, the research step is the most time-consuming. Once you have that out of the way, feel free to step back and take a break. Leave that research alone, and let it marinate for a while. When you come back, you’ll have everything you need to actually start writing your buyer personas.
Organize Your Information
Alright, now that you’re back refreshed and ready to continue work on those buyer personas, it’s time to organize all of the research you collected. You probably learned a lot about a variety of your clients. Start looking for similarities in the goals and challenges you’ve uncovered in your research. These similarities — in what clients and prospects are looking for from your company or your product — will help you group all of the many potential clients into distinct sets of buyer personas.
Decide How Many Buyer Personas You’ll Have
Now that you’ve reviewed and organized your research, you can start to determine how many buyer personas you’ll actually define. It’s good to remember that you don’t have to cover everyone right now.
If you’re just starting the inbound marketing process and are new to buyer personas as a whole, it might make the most sense to create buyer personas just for the market segments you sell to the most. You can always add or change buyer personas as you learn more about your marketing strategy, and as you gather more data on your leads and prospects.
The way you segment your buyer personas is totally up to you and to your company. You know best who you’re in contact with most. But, if you’re not quite sure where to start, here are two very common ways to segment your buyer personas:
Segment Buyer Personas By Industry
Some companies work with clients in a variety of industries. In a situation where you sell a variety of products, each corresponding to a different industry, it might make sense to dedicate one buyer persona to each industry you serve. It’s good to remember that this is only worthwhile if clients in each industry have different goals or pain points. For example, let’s say you manufacture a product that’s useful for both the automotive and marine manufacturing industries.
If your clients in the marine industry have different goals than the clients in the automotive industry, it makes sense to have two buyer personas.
But, if your product helps both marine and automotive manufacturers in the same way — by helping them streamline processes, manufacture more efficiently, and develop a better product, then it probably won’t make as much sense to segment your buyer personas by industry. In that case, let’s look at the second way we often see clients segmenting their buyer personas.
Buyer Personas By Job Title
For many companies, their sales process remains the same regardless of the industry they’re working with. Here at Evenbound, we work primarily with manufacturers, home builders, and construction professionals. Even though clients in each of those industries are fundamentally different, they approach finding a marketing partner in the same way. So, we’ve segmented our buyer personas to align with the job titles our sales process touches.
This often works similarly for manufacturers. Let’s say you manufacture a product that is useful in a variety of industries, but that is most often used by a lead engineer at any company, regardless of industry. In this situation, it doesn’t make sense to have a buyer persona for each engineer in each industry, because they have the same goals and pain points. Instead, you can write one buyer persona, and then use that buyer persona as a guide when you write content that’s specific to each industry later on.
Step 3: Create a Name and a Story
You’ve completed your research, and you’ve decided which buyer personas to start with. Pick one, and let’s get writing. Everyone writes differently, so do what works for you. I always find it’s easiest to paint a full picture of your buyer persona and then pull out the most important segments for the final persona you share with the rest of your team. Here’s what that process might look like:
Who Is Your Buyer Persona?
Start by giving your buyer persona a name. The point of defining buyer personas at all is to help you market and sell more personally. Giving your buyer personas names makes it personal. Once you’ve got a name in mind, start writing down everything you discovered in your research.
How old is your persona?
What job titles might they hold?
Where do they live?
What hobbies do they have, and what do they like to do outside of work?
What are their career goals? Are they looking to move up, or just hoping to cruise through to retirement?
Answers to all of these questions, and any more that you can think of, help provide context for your buyer persona’s goals and motivations. The better you understand what they want, and why they want it, the better you’ll be able to interact with them in the future.
Give Yourself a Full Profile to Work With
When it comes to buyer personas, more information is always better. Challenge yourself to a free-write. Set a timer for 15-20 minutes, and write down everything you know about this buyer persona. And don’t be afraid to get a little creative!
So, get to writing, and see what you can do to make it fun. You can always take content out, but it’s good to let yourself get creative, and paint a full picture of this buyer persona. The more content you have at this step, the easier the next step will be.
Step 4: Focus on Roles, Goals, and Challenges
Take a break for a second. You’ve just written a full, creative narrative about one of your company’s ideal buyers. Pat yourself on the back and grab a coffee — you’ve earned it.
Back from that coffee break? Awesome. We’re going to take a close look at the narrative you’ve just created, and pull out the most relevant parts for your sales and marketing teams going forwards. That info falls into three categories: roles, goals, and challenges.
You have a full written picture of who your buyer persona is, what they do, and what they want. Take a look at that narrative, and pull out the information that’s related to their “roles”. This is going to be content that’s relevant to their job title and their role at work, certainly, but it can also speak to their role at home our outside of work.
Are they regular volunteers? A parent? Do they manage people at work? All of this information gives you context about what they’re really great at.
What’s more, it tells your marketing and sales teams what they do. When you know what a person does, and what roles they play in their life, you can create content that speaks to those specific roles.
Understanding what your buyer personas want is the key to offering them the marketing content and sales service that will genuinely help them.
Maybe your buyer persona is looking for ways to improve their business’s profitability. Maybe they have a goal to move up in the company and are looking to spearhead initiatives that exemplify their leadership qualities. Conversely, maybe your buyer persona is nearing retirement and wants to do their job well without making any waves until they can retire safely.
Pull out all of the goals you identified in your buyer persona free-write, and organize them into a goals section. Understanding a buyer persona’s goals is key to offering them personalized, helpful service.
When your team understands what a persona is trying to achieve, even if it’s not directly related to what your company offers, they’ll be able to better tailor their methods and strategies in a way that resonates with that persona.
The challenges section of a buyer persona is the most important. This is where you identify the pain points of each buyer persona. And when you understand your buyer’s pain points, you can work to solve them.
Take a look at that long narrative you wrote for your buyer persona. What is keeping them from reaching their goals? What parts of their job are difficult? Do they have trouble selling initiatives up to their boss? Are they worried about making big investments? Are they so busy that they don’t have a chance to even consider how their business could improve?
Whatever their challenges, this is the place to call them out.
Take the time to get specific, too. The more challenges you can identify for each persona, the more opportunities you have to deliver solutions. And the more solutions you deliver, the more attractive and helpful your company is to those qualified leads.
Step 5: Use Your Buyer Personas to Craft Tailored Sales and Marketing Strategies
When you know who your buyer personas are, and are familiar with their roles, goals, and challenges, you can develop sales and marketing strategies tailored to just those people who you know are excellent fits for your company.
You’ve gone to all the trouble to make these buyer personas, now is the time to use them!
Help familiarize your sales and marketing teams with each persona
Create ad campaigns that correspond to each persona’s favorite platform
Develop content that speaks to the specific pain points and challenges identified in your buyer personas.
Take stock of your existing content — does it speak to one or more of your personas? If not, make some changes.
Optimize your landing pages to speak to buyer personas, and in their language.
Buyer personas help give you inside knowledge into the ways your most qualified prospects function. From their favorite social media platforms to the way they talk to their career goals, you know a lot about these personas, and you can use that information to your benefit, and to theirs.
Work to create content that those personas want to read, and develop sales and marketing strategies that put your buyer personas’ goals and challenges at front and center.
When you’re writing, marketing, and selling with real people — your most qualified leads — in mind, you’re going to start to see some serious growth.
Everyone in business knows this cliche: if you’re not growing, you’re dying. And though we might hate to admit it, sometimes, cliches have some truth to them. In today’s competitive market, if you’re trying to grow your business, not let it die, you need to use all possible tools and strategies to your advantage. One of these tools is growth-driven website design.
The goal of growth-driven website design to help your company grow. It achieves this through beautiful, functional design that is user-friendly and mobile-responsive, as well as through strategies for increasing calls, conversions, and leads.
Growth-driven website design incorporates various strategies for enabling visitors to get the information that they need, get in contact with your business, and convert to leads. It does this with simple design and logical placement of information and buttons, as well as easy ways to get in touch, like a call button or a live chat.
It also focuses on a smarter approach to launching a site than the long lead times of traditional web design. Growth-driven design gets your site launched quickly, so you can start seeing results sooner. Plus, growth-driven design is heavily data-based, using data to drive decision making and optimize results.
How is Growth-Driven Website Design Different?
When most websites are designed, the designers aren’t necessarily thinking about business growth. Instead, they’re thinking about user experience, mobile responsiveness, aesthetics, function, and layout. All of those are crucial aspects to a successful website and improving user-friendliness and the appearance of your site can help you convert more leads. But growth of the business isn’t a design goal in traditional web design. If growth happens, it happens incidentally.
Another way that’s different from a traditional website design: you know whether it’s working. Growth-driven design uses data to determine growth and to track progress toward growth goals. These metrics can help you to determine the ROI of your web design, as well as optimize your design for the most conversions, leads, and growth.
Why Should You Care?
Very few business owners are going to say that they don’t want to grow their businesses, and those who do aren’t concerned with website design. But for the majority of businesses out there, growth is a constant and ever-elusive goal.
You want leads, right? You want new customers and to make more sales? Well, if your website isn’t helping you get those leads, you’re relying solely on your sales and marketing team… which you can’t expand until you have a bigger budget… which you need to make more money to have… See where this is going?
You already have a website. (If you don’t, just, wow.) Orienting your website toward business growth is going to drive leads, conversions, and calls, which is going to lead to more sales, more profits, and business growth. Why wouldn’t you use all the tools at your disposal?
How Do You Get a Growth-Driven Website Design?
Don’t just ask your IT guy to build you a growth-driven website. He’s not going to know what that means, and there are a lot of other reasons why you shouldn’t ask someone in-house to hard-code a unique website for you.
A run-of-the-mill website design company isn’t going to cut it, either. Why? Because they aren’t going to know the best practices for driving business growth, even if they are skilled at designing beautiful and functional websites.
First, look for a full-service marketing agency that calls itself a growth agency. If an agency isn’t promoting itself as a growth agency, it’s probably because that’s not their focus. Here are some other qualities to look for in a growth agency who can give you a high-quality, growth-driven website design:
They have a proven strategy—proven how? Through testimonials, references, and case studies of how they’ve helped their clients grow their businesses.
They care about metrics—metrics are how you know what’s working… and what’s not. A growth agency should care about metrics, understand how to read them, and be able to provide you with real, specific, relevant goals based on data.
They know your industry—a growth agency should have an understanding of what growth looks like in your industry. The B2B space isn’t the same as the B2C space, and the needs of an industrial manufacturer are going to be different than those of a residential developer.