The world has changed. Customers are now researching online before buying a product or service. So if you’re not equipped to serve your target audience, you’ll lose out on sales. Even if you’re an expert in your field, you may not be serving the right buyer persona. So how can you determine who the right customers are for your business, and what should you do to attract them?
The Importance of Segmentation
The first step to identifying your ideal buyer is to segment them. You can use a variety of tactics, from online research to talking to customers, to establish buyer personas. Each method has its pros and cons, but none of them will give you complete insight into who your ideal buyer is. The best approach is to use multiple methods to establish buyer personas and cross-validate your findings. For example, if you interviewed 15 customers about their buying habits and noted that the majority of them were college-educated females in their 20s, you might want to create a buyer persona for an educated, female, millennial buyer. While this information alone won’t give you the whole picture, it’s a good starting point for further research.
The Rise of Voice Search
According to a recent survey by HubSpot, more and more people are opting to use their voices when conducting searches rather than typing keywords into a search bar. While many still rely on search bars for simple searches, nearly half of respondents used their voices for more complex queries. This is a clear indication that people are starting to favor more natural language processing over structural search. If you’re not equipped to provide answers to voice search inquiries, you’ll suffer in the long run. But this is a good problem to have. With one search query, you can get all the information you need without having to browse through online advertisements or review websites. This reduces the amount of time you have to spend gathering information and increases the likelihood of getting to the point.
The Growth of Mobile Search
The growth of mobile search is undeniable. According to HubSpot, 56% of respondents said they use their phones to search for products and services, while 48% use their laptops. Not only has mobile search grown in significance, but it also plays a bigger role in the search engine results pages. In the past, webpages usually dominated the SERPs, but today, they’re simply part of the mix. Between the growing importance of mobile search and the changing ways people are searching (voice search, emails, and chats), it’s important to be everywhere your customers are, so you can provide them with the best possible experience.
The Growth of Online Research
In the past, people mainly turned to Google to search for information. However, with the boom in fake news and the flood of information on social media, this is no longer the case. Nowadays, people are often researching a product or service before buying it, so you should be equipped to help them with their research. If they’re unable to find the information they need on your website, you’re leaving money on the table. The solution is to provide them with the answers to their questions through customer support or a knowledge base.
The Growth of Email As A Marketing Tool
Email marketing was once considered a free option for brand marketers, but the landscape has changed. Thanks to the rise of artificial intelligence and machine learning, your customers can now be reached with targeted emails that speak to their interests. Marketers use tools like Marketo and HubSpot to establish buyer personas, build marketing email lists, and send out automated emails. Using tools like these makes it easy to target the right customers and create a meaningful conversation that encourages them to act, sign up, or call to action.
The Growth of Social Media
The rise of social media has completely changed the way we view and use information. Thanks to platforms like Facebook and Twitter, users have the ability to share and comment on content, products, and events, which in turn gives these platforms a massive degree of influence over user behavior. This is a key reason why marketers depend heavily on social media to reach their target audience. If you want to be seen by potential customers, build a profile on social media platforms and start engaging with your followers.
The Changing Role of Market Research
Traditional market research is evolving to fit the new era of personalized, data-driven marketing. Thanks to advancements in technology, such as cloud computing, big data analysis, and artificial intelligence, organizations can gain complete insight into consumer behavior. The result is that marketers can create buyer personas based on extensive research, identify important trends and predictive analysis, and make smarter marketing decisions. This is a huge advantage for businesses that want to succeed in today’s ever-changing world.
The way we buy and sell products has changed, and so has the way people seek information. With the advent of the digital age, the lines between marketing and sales have blurred.