What is persona marketing? In short, these are fictional characters based on the various types of people that buy from your business. They are quite often called ‘buying avatars’ and the idea is you can personalise your copy by addressing each persona’s needs.
Mental Shopping List
Everyone visits a website with their own mental shopping list. Even at the start of the purchase when you’ve created awareness and the visitor arrives they will have a fair idea of what they want before they even consider a purchase let alone buying or signing up for a service.
Yes. You’re right this can be obvious, for example, the most common item on that shopping list is the delivery charge, ‘how much do I have to spend to get free delivery?’ These types of visitors will also go and search for promo coupons.
Primary Persona Matrix
Sounds grand doesn’t, the word ‘matrix’ but it’s a spreadsheet where the persona can be listed and factors can be considered. You’re best off with at least three of these persona and a maximum of five. If you go beyond five the gain is minimal unless you have a fantastically diverse buying market.
In the Conversion Detectives Primary Persona Matrix, we track the shopping list for each one. We also track the friction along with two other factors.
What Goes into A Persona?
The start is a chat with the business owner, salespeople and customer care operatives. Plus, ‘walking in the customer’s shoes’. How do you know the friction your website possesses if you don’t go through the journey you expect your customer to take?
Gender, age, and job position, are the obvious things. Now what action can you take from that information? None.
We go into the details including motivations, which is their likely social profile of choice, even down to their favoured device, desktop or mobile (which does depend on age and status). We’ll also look at the keyword phrases they are likely to search on. Plus one other important factor, which is not that surprising but this is not the place to mention.
The Creative Touch
As many of you know I’m a creative writer, with my own podcast about creativity called Jelly Trumpet. To me, these persona are characters, they become real and if you have spent years writing creatively you learn that once you prompt yourself (JImGPT) you can write AS them. This insight strengthens the whole process of creating personalised copy for your potential buyers.
A Word of Attention
Not everyone is going to buy. It’s not the right time. So many people I talk to expect, that if you get the message to a prospect they will buy (if the offer is good). That’s not the case. Many of the people you contact are just not ready. Pay attention to these people too and give them something for when they ARE ready to buy.
Conclusion
Conversion optimisation is about more than one factor, apart from removing frictions (too many fields in a form, not making obvious the compulsory fields), and showing signs of confidence (signs of security and industry bodies for example), the bulk of converting people to leads, sales or subscribers is how you write to them.
It’s not just the words, it’s two other things, one of which is subtext. What can you imply with your copy that negates the friction in their mind, what extra emotion can you give them when they buy?
About Conversion Detectives
Conversion Detectives is a full service digital marketing agency in Hertfordshire.
We find the best quality traffic for your website and convert more of that traffic into sales or sales leads.
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Digital Marketing Strategy | Creative Content Marketing | Email Marketing |
Lead Generation | Content Strategy | Social Media Marketing |
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