How Developing a ‘Buyer Persona’ Helped us Increase Leads
August 17, 2016
We’ve recently been through a site redesign and one of the things we did this time (which we didn’t do with our original site) was to create a buyer persona.
MEASUREMENT: Since this redesign has gone live, our leads have increased from 2 per month to an average of 2 booked discovery calls per week. That’s an increase of 200%.
RESOURCE: Hubspot have a free tool that takes you through developing your own buyer persona at makemypersona.com. Their definition of a buyer persona is:
“A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
Buyer personas provide tremendous structure and insight for your company. A detailed buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the organization. As a result, you will be able to attract the most valuable visitors, leads, and customers to your business.”
Part of the credit goes to our pretty fabulous website designer. Part of the credit to my team who helped get this project to the finish line, but here’s how taking time to build two comprehensive buyer personas helped both Nat (aka fab website designer) and my team to make sure we had the right design, content and call to actions to attract and engage with Simona and Simon, our ideal clients.
Benefits of Developing Your Buyer Persona(s)
Creating a buyer persona will benefit you right across your business, from your branding through to how your staff talk to your clients. In this scenario the benefits helped with the redesign in the following ways:
We saved time by giving our website designer and graphic designer (new site = new brand in this case) the persona. This gave them clarity and direction from the start of the project.
Knowing the pain points our buyer experiences, our site content addresses specific solutions … creating that (I hope!) ahaa moment for our buyer.
By researching social media posts our buyer engages with, we were able to choose specific images to attract their attention.
We talked to our clients and found out what the biggest barriers to partnering with a VA were, then we solved them with our ebooks.
Enabled content to be created to meet the targeted needs of each profile, at each stage of their buyer journey.
Helped us to develop a deep awareness of their day-to-day routine, challenges, goals and other insights into the type of person they are.
In short, we spent time doing our research at the start of this project to save us time in the long run. We wanted to be very clear who we want to work with and having our buyer personas is helping us to reach this demographic. And once we reach them we are (believe it!) converting them into prospects.
Your turn to comment! Do you have a buyer persona for your ideal client(s)? If so I’d love to know how it’s impacted your business by having one. If not, talk to us. We can help with some of the heavy lifting for you.
Subscribe here and I’ll send my next article straight to your inbox, next week.