98% of people’s online journey’s begin in search, people go to the internet with questions and they expect answers. Not just any answer, but a relevant one on a website that performs well and even then, there is enough information available online for people to expect content and blogs to be tailored to their search query and to be given a meaningful context. Intent is now becoming a key metric for delivering quality results to people that are searching on Google, so how can you use branding and buyer persona to help Google and your potential visitors understand that you have exactly what they’re looking for.
“Create content for everyone and it appeals to no one”
Your ideal customer persona
Of course we want to appeal to as many people as possible, using the internet we’re opening our digital space up to a global market. However, if businesses continue to have a broad view, they will lose revenue to competitors who are tailoring their services, taking the time and making the effort to hone into a niche and deliver exactly what they are looking for. That’s where ideal customer personas come into play.
Knowing who your ideal customers are is important and one of the most powerful exercises you can do is to map out this buyer persona in order to start building brand relationships for your company. Having a solid foundation of who you are targeting, or speaking to you with your content, makes it easier to generate informative material and speak with expertise from a certain standpoint or perspective when writing/recording.
Here’s an example, the world is not short of people looking to buy cars and all of them might want to research the question – “what to look for when buying a new car?” to make sure they are walking into a car dealership armed with as much information as possible. Now think about this – do you think the first time parents consider the same things as being priorities as the teenager who just passed their test? Or the person upgrading their car after a promotion is wants the same information as the person looking for a cheap run-around? Of course not, they may ask the search engine a similar question, but the pages they click on and the websites they spend time on will be different. If we have this in mind for our ideal audience we can create content that will attract them to our brand.
Developing a strong customer persona is an essential part of implementing an inbound marketing strategy for revenue growth online. If you can understand what your customers are looking for and where they are in their buying journey, you can create marketing materials that meet their needs for each stage.
What does your brand say about you? Another important cornerstone of your website, it’s shouldn’t just be a faceless resource, particularly if it exists to make sales and generate leads. Many internet searches result in website visits but visitors often need something else to make them stay, look around your site and engage – whether that action is sharing a blog, signing up to a mailing list or filling in a form.
Branding on a website should not overlook these things:
- Logo & colours – what message do you want it to convey – Are you friendly and warm or efficient and corporate?
- Brand tone of voice – whether you have 1 person, 10 people or an agency creating your website content, is the tone of voice representative of your brand and consistent throughout the material?
- User Experience – is it easy for people to find information they are looking for? If your website journey is challenging how does this reflect on your brand, will it get potential customers thinking it could be this challenging to deal with your brand in person?
Brand credibility goes hand in hand with trustworthiness, when visitors develop an awareness of your brand and how it can help them they are able to see your product or service as a good-fit solution to their current challenge. That is, only is they trust you.
Brand credibility can be built on a website using several different inbound strategies, walking your walk is important for many visitors who may find the level of options that an internet search provides, rather overwhelming. You can help them to cut through these options by providing comprehensive information and not just about you and your products.
As an example, if your website generates leads and as part of the service commitment you state you are responsive, many potential customers would expect the same level of responsiveness on your website – a chat bot or live chat to address questions as and when they came up. Chat bots can be great for developing brand personalities and relationships with people, as visitors, as potential buyers and as current customers.
Customer feedback is also vital to developing trustworthiness. Word of mouth is still the most powerful marketing tool; 92% of us trust recommendations from family and friends over any other type of advertising and if we can share what our current customers are saying about us, we can help future ones decide that we are a good-fit choice for them. Misha, Xune’s Managing Director calls this “World of Mouth”, modern sharing of customer satisfaction is often overlooked by eCommerce and B2B sales when in fact it’s an essential asset for growth.
Developing good quality website traffic doesn’t happen overnight, it requires a comprehensive growth marketing strategy designed to attract, engage and delight your best fit customers, if you have questions and aren’t sure where to get started, book a 10 minute chat with us to talk about the best next steps for you.