Welcome back to our five-part series focused on conversion rate optimization (CRO). Last time, we discussed how to develop a buyer persona: a sort of model of the ideal customer you would have at your business. Today we discuss the next step: actually reaching out and connecting with your target demographics to encourage them to make those purchase decisions.
It’s not just enough to know who your ideal customer is; you also need to understand how they think, and how you can connect with them.
This means performing plenty of research into your target demographics, which will affect everything from establishing a solid marketing plan to creating entirely new ideas for your company. CRO is all about making your marketing more effective and efficient, which means you must work to create true connections with your target audience.
Here is an overview of the steps you will need to take after clearly defining your target buyer personas.
Consider where your target audience can be reached
Where you find your target audience or the specific tools and channels you use to connect with them depends largely on their demographic information and trends, which you have already established in your buyer persona research. A younger, more tech-savvy audience is more likely to be reached via social media networks like Facebook and Twitter, for example, while an audience that skews slightly older might be best reached via television marketing, email or direct mail.
Always keep your customers in the loop
You can’t expect to connect with your target customers if you never actually make an effort to reach out to them. Keep your customers informed about the various goings on at your company, such as new product launches, new services, upcoming promotions, new content on your website and anything else that they may be interested in.
This, of course, isn’t to say that you should be flooding your customers’ inboxes or social media feeds. This type of communication should be performed in moderation to be truly effective, or else you run the risk of having your customers tune you out. But again, you need to at least engage in some form of regular communication to keep a strong connection with your target audience.
Ask for feedback about how you can better serve them
If you’re struggling to figure out how you can best connect with your customers, you can always ask your customers themselves. It might sound overly simplistic, but the truth is that polls, surveys and other similar outreach tactics can provide you with some excellent feedback and information that you wouldn’t otherwise receive. This type of feedback gives you a much stronger level of insight into your customers’ needs and interests. Most of the time, these surveys and polls are extremely easy to put together and provide you with near-instant results.
When you choose to use these strategies is really up to you. You could, for example, include a link to an online survey or review in automatically generated emails sent after each online purchase. You could also choose to ask customers who call in to your company if they would be willing to partake in a brief survey about their experience with your business. Whatever method you choose, you should make the process as quick and easy for customers as possible so they are more likely to respond.
Have a personality in your content that aligns with your buyer personas
Any content that you publish on your website, on your social media or any other online channels you have should have at least a little bit of personality to it. Your brand’s “voice” should be inviting and down to earth; a cold, professional tone might work for higher-end businesses or law firms, but if you’re in the world of retail, you need to relax a little bit if you want to be able to better connect with your target audience.
Again, the research you have already done to create your buyer personas should give you a good idea of the kind of language or communication that resonates with your ideal customer. The way you talk to a hip 20-something is probably going to be different than the way you talk to a 40-year-old mother with two or three children. You should keep this in mind whenever developing any content for your business.
Offer a little something extra
If you want to go the extra mile in connecting with your customers, you might consider offering special promotions or deals to people whom you have already identified as being a prime target. These may or may not be people who have already purchased from your company. Based on your buyer persona research and the way you have researched and organized your target lists, you should be able to determine what types of promotions have the most potential. These types of promotions truly help to create loyalty in your customers and make it far more likely that you will create more conversions.
These are just a few of the many factors you should take into consideration when looking to create better connections with your customers. The stronger the connection between brand and customers, the better your conversion rate optimization performance will be.
Thomas von Ahn
Chief Elephant Slayer for Viral Solutions LLC
“Achievement seems to be connected with action. Successful
men and women keep moving. They make mistakes but they
don’t quit.” — Conrad Hilton