Putting people first is something that we at Mazama Media put a big emphasis on. It's at the core of what we do.
That means putting people first when creating a successful marketing campaign.
Understanding how to market to a broader audience is important, but understanding the individuals who make up that market is taking that next step.
In doing so you really need to answer one question:
Who is the person you are selling to?
That means creating personas for your potential clients, which helps you tailor a marketing campaign to those who are likely to buy.
Here are the steps to creating your own client persona’s:
1. UNDERSTANDING YOUR BRAND:
Your company, brand, services or goods cater to some sort of person. Otherwise, why would you be in business?
So that means you need to have a good understanding of what you are selling, and how to present it to the public.
Let’s take the example of Habit Hot Sauce.
On the surface it's a company that is selling hot sauce. But as you learn more from the website, you see there is more to this hot sauce.
They're selling all organic, hot sauce. But not just any old run of the mill organic hot sauce.
They are using non-GMO free range peppers from local Oregon farmers and a rare spice from Chile called Merken.
No pasteurization. No cooking. No preservatives.
Just raw organic ingredients. That's what sets them apart.
So that begs the question, what type of person would buy this sort of hot sauce?
2. CREATING THE PERSONA:
So, in the case of Habit Hot Sauce, you are looking at someone who is into food. But not just into food, someone who cares about what they are putting into their body.
It's time to make up the persona!
Let’s call her Sarah.
She’s big on cooking with only organic foods and loves to cook at home. She’s about 40 years old. Has 2 kids, and is active.
Sarah lives in “suburbia,” is big-time into yoga, and drives a Subaru.
That is the type of person that Habit Hot Sauce is selling to. Understanding that can lead you to target that person in numerous ways with your advertising.
Here is a great tool to start working on creating your own buyer persona for your company.
3. PUT THAT INFO TO WORK:
Okay so now you have a general idea about who might be buying your products, goods or services.
Now go get them to buy from you!
Hit them where you know they will be! And take a look at ads from other companies they’re interested in and use them to your advantage!
If we are using Sarah as an example we know that she is into yoga and drives a Subaru, and places an emphasis on organic foods. Odds are the companies in those industries hold some of the same values and qualities yours does.
By taking a look at some of the ads that companies she is interested in are running, using this tool, you can see what is working and what isn't.
This allows you to successfully target your market.
Use that to your advantage! Use what is already proven to work. Take a look at the tone of the ads, the types of words and phrases they use, and the types of pictures.
Then put your unique spin on it. Show what makes your company different from the rest.
Create a marketing campaign aiming to crush the competition.
When you start to understand how to sell to the people your company was created for, you'll be off
to the races.
We would love to help you craft your buyer personas! Click here and we can chat some more!
