As a businessman who works in the field of e-commerce, you certainly want a lot of people to be interested in visiting the website created by you and buy the products that you sell. And to do that, you need some strategies like SEO techniques that are reliable, and the most important is to map the prospective buyer. Mapping of potential buyers is very important to ensure the sustainability of the site that you created. One method that can be done to attract prospective buyers efficiently and appropriately is to build a buyer persona. What is a buyer persona?
The buyer persona is a representation of your ideal customer you’ve made through thorough research and by using the data that you get from your current customers that include demographic data, patterns of behaviour, motivations and objectives. The more you have detailed descriptions of your buyer persona, the greater your chances of making products that are needed for your business standing.
And in building the right buyer persona you can’t do it haphazardly, here are some tips that can help you build an effective buyer persona.
Buyer Persona: A Guide On How You Efficiently Target the Right Customer
1. Identify The Questions You Would Ask
The first thing you should do in building a good buyer persona is to provide basic questions but detailed that will be asked to the people who will be interviewed. In this case, it helps if you break down these questions into three categories, namely category of personal background that includes their demographic circumstances, such as marital status, income per year and where they live. This category also includes educational background as well as their career path.
The second category is the background of the company where they work. Ask detailed questions to them about the environment they work, such as the focus areas of the company as well as how big the company they work (can be seen from the number of employees, etc.).
The third category is their role in the field of work they pursue, and the challenges they face and their hopes and goals that they hold in performing their daily tasks.
The fourth category is the life of a virtual world that they pursue. As from where they receive a wide variety of current news, blogs they often visit and organisations or social networks in which they participate.
And a fifth category is the habit of shopping they do. Such as how they interact with the seller, and whether they use the internet service in the purchase of such products, as well as when they did their last purchase.
2. Sort Out The Appropriate Data Collection Techniques
The next step you should do is to select the appropriate data collection method to create buyer persona. Two methods that you can consider is the method of survey and interview. If you are using interviews, you can interview customers who’ve tried your product. And in this case, you have to accept not only the interviews that flatter your products but also the result of customers who are not satisfied with the services or products you launch. Thus, you will know the advantages and drawbacks of your company.
Once you get the full data from respondents who’ve already been interviewed, it’s time to harness the power of your analysis to identify patterns and the objectives that lie behind such behaviours. Thus, you will be helped to understand the mindset of the consumer.
Discuss with the entire marketing team in creating buyer persona with pointed patterns of behaviour that they know well. You can give a name and even design a face so that the person look more realistic and exciting.
Ah… Sales funnel. The algorithm of marketing. It is the process of guiding unqualified prospects into customers who actually buy your products, by making sure people don’t drop away at each state. Curious, huh? Let’s take a look at the elements of facebook sales funnel.
The Ultimate Guide On Facebook Sales Funnel
The first step is to make prospects aware of your business. Grab their attention and inform them of your product.
Once prospects are aware of your brand’s existence, it’s time to engage them to your offers by providing them something interesting and valuable. Highlight specific value proposition that are just for them.
In this stage, prospects are starting to consider the pricing, trial offers, and ways to get started.
At last, our very own favorite phase: Where prospects become customers.
Sales funnel is indeed a strategic way to monitor your sales process, but how are we going to incorporate these steps in Facebook Ads?
Try the 4P strategy:
Know how to attract people and who you are attracting.
It is essential to match your ads to each segment of your audience based on their preferences. To do this, you can use custom audiences on Facebook and apply the segmentation that you have analyzed from your earlier subscribers.
Construct engaging headlines, where it highlights the prospects’ interests or concerns. Below are examples of compelling headlines:
Offer them something beneficial such as e-books and webinars in exchange for e-mail address. The key to maintaining the prospect’s interest is tenacity. Trial and error is okay for you to find the perfect content to offer them.
Provide them stats or testimonials to convince them to make the purchase.
After they have purchased the product, give them rewards so that they want to make additional transactions or promote your business elsewhere. Here’s an example of how Starbucks turn their customers into promoters:
What does your company’s sales funnel look like? Is your organization using Facebook ads to convert customer across the funnel? What Facebook ad strategies have worked best for you? Share your thoughts in the comments below!
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From pay-per-click advertising to blogging and search engine optimization for analysis, e-commerce marketing’s broad, diverse, as well as complex nature, basically has the goal to discover what activities, promotions, and tactics are needed to generate profits. The question is, have you have been successful and are you skilled in e-commerce marketing? If not, check this out!
Five years ago, Practical E-commerce published an article describing the skills essential for e-commerce businesses. Suggestions that can be taken more or less: to write, to know how to learn, and to become skilled listeners. This skill is about the strategic capabilities that is required from employers. Skill building is a tactical ability that will help your e-commerce marketing becomes a success.
1. Writing, Content Marketing
The ability to write is, in essence, the ability to communicate online. Every e-commerce product description, every blog posts, every how-to articles, each of the pages, each video script is the act of writing. Do it well, writing will help encourage the marketing of e-commerce. If not done maximally, it will have an impact as well for your business.
Use something detailed in writing a piece of content marketing, so readers will be able to know clearly what information is contained in an article that you publish. Their role is of course in addition to providing value to the reader, can also draw the reader into a subscriber and would come to the stage as a buyer.
Clear writing is a prerequisite for successful e-commerce marketing.
2. Analysis of Data, Analytics
Successful marketers examine the facts and statistics to make good decisions about how to invest in marketing and promotion. The ability to consider the facts and understand the implications of statistics is called data analysis. It is important for modern e-commerce marketing.
The data analyses have much impact on the field of marketing, including customer acquisition, marketing mix, customer retention, social media, segmentation and promotion strategies;
Marketers who are more effective in using and understanding the data are more likely to succeed.
3. Testing and Data Collection
Closely related to the data analysis is the ability to gather facts and statistics of your company’s marketing performance.
Marketing skills include the ability to set up Google Analytics or similar things, optimize for your e-commerce business with specific, meaningful reports. This includes understanding how the test works and use testing platform like Optimizely or others. It also includes the ability to collect data from each business software packages that you use – such as sales data, email reports, or order management.
In this example, measuring or collecting information about when the respondents are entering is making it easy to see the impact whether email marketing is effective or not. Thus, watch how the practice comes into effect to make better decisions in the future.
If you can collect good information about how your marketing is performing, you are more likely to make good decisions based on such information.
Graphic and website design has severe consequences for marketing. How advertisements, articles, or even a product details page is seen has a significant impact on how the email marketing or even how the product is perceived.
One important element on how to bring shoppers is trust. Brand is essentially a way to influence people’s thoughts: This brand represents quality and luxury, or this brand represents convenience and value.
Regardless of what you aim from the customer is the high price, the brand is very influential for it. If the design is less professional and not in tune with the brand’s core message, it could weaken a good display. Conversely, a good design speaks a lot for a company about its professionalism, quality and position in the market.
To achieve a successful e-commerce business, take a look at how your site, your ad and your brand looks.
The ability to write code can be a big advantage for marketers. This capability may be as basic as understanding HTML and CSS so you can do a better job of posting articles on WordPress. Or perhaps the ability to develop your own marketing tools and reports.
By some estimates, half of all digital marketing jobs require at least some technical expertise. This happens because so much of what you do online requires at least an understanding of coding.
Learn to code and you will have more control over your marketing. With more control, you have more shots to improve your chances of success.
E-commerce advertisements should be planned, created, purchased, executed, and measured. And it must be done in a lot of channels, using various forms of media, including pay-per-click advertising on search engines and on social media, display advertising, original ads, mobile ads, video ads, and more.
Effective e-commerce marketing is to understand how advertising works and trying to get back the best possibilities for investment.
Advertising management is the skill of high-end marketing that may take a long time to learn and even longer to master. But it is worth the effort. Ads can drive sales and profits.
7. Marketing Email
Citing the Direct Marketing Association, email addresses can determine the development of an online business. Thus, the email may be one of the best ways to reach e-commerce customers. You can communicate directly with consumers who know your business and are interested in your products.
In fact, a survey by the Direct Marketing Association digital marketing found that many people believe that email marketing is, in fact, the most effective marketing tool.
Learning to effectively market via email may be the best thing you do for your e-commerce marketing.
8. Marketing Automation
Marketing automation can reduce marketing costs, improve conversion rates, increase average order value, and, in some cases, even improve the shopper experience.
As skills, marketing automation is about managing the process and workflow automation platforms such as Marketo, Infusionsoft, or even MailChimp.
For your e-commerce marketing, find the right automation tools for your business and master it.
9. Search Engine Optimization
Search engine optimization is the process of making your web pages easy for web crawlers to access and index. The idea is that if Google, Bing, and other search engines can easily find and catalog what is on your page, the easier it becomes to list your website on the results page accordingly.
The purpose of SEO is not to trick the search engines with false content or keyword stuffing, but to help the search engines find and understand your content.
If performed well, SEO will help make your site easy to find, which can lead to marketing success.
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There’s no such thing as learning too much. As an online entrepreneur, we must prepare ourselves with various techniques and knowledge to improve our online business. To do so, we must read various ecommerce blog to understand different perspectives of marketing and how to apply it correctly to our own company. The following list is the some of the best eCommerce blogs for tips, tricks, and other marketing strategies:
eCommerceFuel blog is one of the most established eCommerce community there is, with over one thousand store owners and professionals contributing in this ecommerce blog! eCommerceFuel provides articles and podcasts for that covers a lot of eCommerce topics.
2. Shopify Blog
As a front runner in the eCommerce industry, Shopify also created Shopify Blog, dedicated to share their knowledge and insights surrounding the retail and eCommerce industry. The ecommerce blog is updated daily, making sure you always know the latest trend.
Instead of just offering articles, Baymard is taking ecommerce to the next level, by also providing large-scale research studies on ecommerce! In addition, Baymard also provides various insights on user experience and web design.
4. A Better Lemonade Stand
One of the most active community for eCommerce entrepreneurs, A Better Lemonade Stand, is a perfect place for new entrepreneurs. This blog provides comprehensive advises, resources, tools, and a supportive community to help you build your eCommerce business.
5. Build My Online Store
As the name implies, Build My Online Store is an eCommerce blog that offers complete tips and analysis to prepare you for your online business. Whether it’s about retail, merchandising, incorporation, or even the manufacturing, they have it all.
CMSWire is a popular web magazine, covering a wide array of topics from eCommerce to management. With various products, softwares, and webinars to further improve your marketing practice techniques are offered by CMSWire
Professionally curated by leading ecommerce practicioners and consultants, PracticalEcommerce provides down-to-earth articles around marketing, social media, search engine, management, design, and many more!
As part of an online marketing software, Kissmetrics offers a blog specialized for analytics and testing of various real-life marketing cases. Additionally, they also provide a lot of insightful guides and webinars for free!
9. Groove Blog
Besides offering a marketing training and partnership, Groove also provides a free blog, dedicated to marketing strategy, ecommerce, latest trends, branding, and even website building!
10. E-Commerce Times
Stay informed of the latest update in business world by visiting E-Commerce Times! While E-Commerce Times is focused on delivering business related news, they also provide expert advices and insightful articles ranging from mobile commerce to social media!
11. Bootstrapping E-commerce
Bootstrapping Ecommerce is suitable for those who are new to eCommerce and don’t know where to start. This blog offers guides and various eCommerce tools to build your own business from zero
12. Nerd Marketing
Focusing on rapid growth, Nerd Marketing provides tactical approach for growing your online business! With features by offering live workshops and private group sessions, consisting of high-achieving store owners of various markets.
13. The Sparkline
The Sparkline is a well established blog and online community with over than two million blog reads! Weekly articles and podcasts to help you run your independent business, especially a growing small business are distributed weekly by Sparkline
Want to master all the ins and outs of inbound marketing? Meet HubSpot, the inventor of inbound marketing concept. The blog offers a huge collection, covering more than 50 fundamental marketing concepts.
15. Demac Media Blog
An in depth blog covering various topics ranging from eCommerce design, development, and strategies, Demac Media Blog also offers smart tutorials for various popular eCommerce platforms, like Magento and Shopify.
BigCommerce Blog is an eCommerce news, strategy, and analysis blog. The blog is provided by the eCommerce platform BigCommerce, an accomplished eCommerce platform that already served thousands of online stores!
How about it? Start subscribing to these ecommerce blog and learn all the eCommerce secrets!
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