A Step-By-Step Guide to Creating Buyer Personas
Building buyer personas is the most critical step in achieving personalized and accurate marketing campaigns that will satisfy these audiences.
Effective marketing doesn’t take place on just one channel. These days, the best marketers use their data to reach target audiences across several channels and various stages of the customer journey.
This type of strategy—cross-channel marketing—uses website content, paid social and search advertising, and email marketing to reach customers with the right message at the right time.
Cross-channel campaign management isn’t a hard concept to grasp, but it does differ from other approaches. You’ll need to have a good grasp on your customer data, including buyer personas and journeys, to target the right audience segments for each campaign.
The best cross-channel marketing campaigns use a strong media mix to reach customers at every stage of the journey, not just the top or bottom of the funnel. Highly personalized marketing across multiple channels allows your customers to feel like they’re really seen and understood.
Once you implement a cross-channel marketing strategy, your testing and attribution processes will probably become more complex. Advanced testing options give you more insight into how your campaigns perform, and multi-touch attribution shows you every step a customer takes to make a purchase.
Understanding and implementing both of these processes correctly will help you further optimize your cross-channel campaigns.
“Our initial tests serving social and video retargeting ads to millennials proved successful. We started converting prospects visiting our website into sales by following them around the web and reminding them about our product. I then turned our attention to acquisitions and retention. I've tried dozens of marketing platforms with varying degrees of success; none have yielded the ROI or the consistent monthly results of AdRoll.”