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Create Buyer Personas by Defining Your Audience Part III
Time and time again, marketers fail to apply their generated campaign data to future marketing campaigns. While, this is certainly an impediment to target marketing, a bigger concern is, how do you get generate the necessary data in the first place? In part III of our Buyer Persona discussion we will delve into the world of cross media marketing and diagram not just how to finalize our lead batches, but also what to do with them.
Once you have conducted a thorough analysis of prospective companies and their key players, you begin to look at the various marketing mediums and technologies that can enable your campaign to generate strong data and high returns. Why is it that 76% of marketers claimed to have no way to determine their return on investment from their lead agencies? Moreover, the majority of data that marketers have on their prospects and leads is never applied. The way a sale happens reaches far beyond a typical direct mail postcard. The road to success starts with data. What data is necessary and what do you do with it? Well, you have two solutions to this: you can generate the necessary data with cross media marketing and then you can use that data in print marketing campaigns that feature variables. Sounds simple, right? Well, it is.
The buyer persona, or lead, is a unique individual who possesses complex aspects of thought and behavior. That said, it is imperative to make that shift from mainstream email and web marketing to more innovation and integration. The use of multiple touchpoints throughout a campaign will give you plenty of avenues for data generation. How? Well let’s look at cross media marketing.
Taking your standard list, a cross media marketing service provider will generate a postcard, or other direct mail piece, with a unique offer and a unique personalized URL. Given, that your offer is appealing and you have a prospect visiting their own unique site, show time begins!
Once a visitor is captured onto a landing page, he or she will be prompted to answer colorful and strategic questions which are designed and generated with your marketing and sales goals in mind. In the meantime, the backend or dashboard, which you have access to, measures and monitors the responses and tracks and analyzes recipient data. This could be anything from preferred contact method, address updates, favorite color or birth date. Here, you must be thinking two things: one, how do I use this data and two, why do I need it? Excellent questions!
The data which you are viewing filters out the prospects and the leads. Those who are participating actively in your campaign will be players in your game; I mean, campaign. The dashboard eliminates costly and ineffective marketing efforts and allows you to zero in on your best customer profile. With the use of a cross media marketing campaign, you have in your possession clear, analytical data on where your prospect is at, what they are looking for, how you can meet their needs and ultimately an estimation on the ROI. The responses to the survey questions on the other hand, give you data that translates into post card wording, images and offers. According to the CMO Council's "State of Marketing Report," 62% of respondents surveyed claim that they plan to focus on analyzing customer data to improve segmentation and targeting. Surely, this is because without it, response rates are sinking.
Now that you know who is visiting your landing pages, clicking your links and what they are interested in, you are ready to send a coherent marketing strategy into execution. By sending alerts through media like email, text messaging, direct sales calls and, ultimately, highly targeted print pieces you will not only be “striking while the iron is hot” you will also be meeting specific customer needs and demonstrating value that stretches far beyond products and services: personalization.
Are you ready to play the game? Stay tuned for an upcoming post on total brand experience and you’ll be first in line to roll the cross media dice!
