Xune Business Growth Insights

How your buyer persona informs brand strategy online

How your buyer persona informs brand strategy online
Use this guide to build your ideal buyer persona.

Who is your ideal customer?


Having a clear understanding of your current or desired customer means understanding first of all, what you offer as a brand. 

Why did you create your company? Starting with your ‘why’ (find out more from the source himself, Simon Sinek) and have a clear idea of why you are doing what you do as a company. When you have the end of the sentence “I have created my business to…..”. This understanding of your business being more than transactions and revenue, enables you to see how you can best serve your customers.  Building a brand that inspires and connects people, fulfilling people’s needs and desires, solve their problem by making it your purpose. 

Knowing why you serve means you can find those who you can serve best. You can find the right people by really understanding how to meet their needs. Creating digital relationships with people you can still clearly help users to understand “not just what you do but why you do it”.


What is your brand communicating?


What does your brand stand for? If a visitor comes to your website, what 3 impressions would they get? Can they see, read and most importantly, feel what you do and why you do it? The first impression they will get from your business is your brand online. As a business owner and entrepreneur you can place your brand values in the minds of the visitor as they arrive rather than leaving it up to each persons own perspective.


Key Questions for branding

  1. What does your brand name?
  2. What does your brand name stand for?
  3. What are your company values?
  4. Can you summarise your brand in 3 words?
  5. How do you want someone to feel when buying from you?

Crystallising your brand means you can create something tangible when visitors come to your website. Building your brand so strongly that when appearing in a search results page, users click on your desirable meta-description. Changes like this can take time but there are some places on your website that you can make immediate enhancements. 


Website optimisations for branding


You can audit your current website to review how strong your brand messaging is, ideally having 2 people complete this task and compare notes so you can see how the experience can vary.

Complete the audit with the ideal buyer persona in mind and answer these questions:

  • Would your ideal customer land on your website and feel at home?
  • Would they remember your logo and recognise it when they saw it a week later when an email arrived?
  • Would a potential buyer on your website be able to grasp your values and mission based on their experience of 2-3 web pages?

If you’ve answered yes to all 3 then fantastic! This is what we hope to create when we are creating branding on websites, especially when the goal of the website is sales.

If you’ve answered ‘No’ to any of these let’s investigate how a buyer persona is going to give you the boost you’re website is after.

Create an action plan after your audit to increase your brand messages and generate more content on your website that is designed with user experience as a priority and connects people to your brand. If you want to talk to an expert about this or discuss our audit and strategy services for search engine optimisation please arrange a call.

Centring your digital presence around your brand means knowing your ideal customer and speaking directly to them, often websites try to appeal to many, meaning less people are likely to have an experience that is meaningful. Using a buyer persona to guide your branding, tone of voice and scene setting. A visitor who spends time on a website and sees people like themselves in the blogs or using the products it begins to build rapport and create a shared environment. This is key to building a relationship with the visitor and most importantly, builds trust. 


Monitoring brand impact


Your website analytics is a fantastic way to measure the impact of your new brand strategy. There are several factors we like to keep an eye on:


Bounce Rate

There are many reasons that bounce rates are high on many websites that are newly launched (in the first year), one of them is that people land on a webpage, from a specific search, they don’t see a message that resonates with them. When anyone makes a search on a search engine they expect to see relevant results specific to their search.

We serve our customers by offering solutions to their problems as well and informing and educating them on the topic surrounding our products and services. It helps to increase our visibility in search but also to be useful to visitors, to provide meaningful answers, connect and build rapport. With that in mind – have you checked your bounce rate lately?


Page views

How many pages does the average visitor to your website look at? If brand and website engagement is something you are already monitoring then page views can show you whether you’ve successfully created user journeys that support what people are looking for, answering their questions and creating a conversion journey. 

You can set a goal with your Google Analytics to measure pageviews and count every user that visits at least X pages. This will add more context to your visitors journeys and allow you to create more successful content.


Search Engine Rankings

Using a tool like Google Search Console or Bing Webmaster Tools you can see your search engine performance and begin to monitor your average position for your brand name or brand terms. What pages are you ranking for in search? Do you brand names rank as well as other keywords?

From this aspect we are just looking at branding impact for buyer personas so brand names turning up in search more frequently and improving average position would indicate that customers are getting to know your brand solves their challenges and they remember your brand name, search by it. If your brand names are ranking then it’s a great sign your branding is connecting with internet users.


Putting customers first


Your website visitors are at the heart of your eCommerce business and having a truly comprehensive and very detailed idea of your buyer persona, one that develops over time as your business does, means you can constantly strive to deliver beyond their expectations. Identifying your ideal customer and using the right marketing strategies at the right stage of their journey, connects your brand with them when they have a need creates relationships with people that love ‘why’ you do what you do, not just what you do. Those brand ambassadors use word of mouth (still the most powerful marketing tool) to spread the word on how great your brand is, driving more traffic to your website and nurturing long term human relationships between your brand and your customers.

Use this guide to build your ideal buyer persona.
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