Buyer personas used to be a lesser-known marketing technique. Nowadays, however, they have become almost essential for driving up conversion rates and understanding your target audience. So it’s no wonder that many brands seek the help of insight platforms to create authentic buyer personas for their customers. If you’re new to this strategy, we’ll be happy to make an introduction. Let’s dive in! What Are Buyer Personas A buyer persona is a semi-fictional representation of your ideal customer. It helps marketers picture the person they are advertising to understand their needs and reactions. Insight platforms allow brands to construct these personas by looking at their target audiences' qualitative and quantitative market research data. The final profile includes both demographic and psychographic information, such as:
As we have already mentioned, buyer personas enable marketers to target their campaigns more specifically toward their desired audience. This leads to more effective campaigns, engaged users, and better personalisation. Buyer Personas also enable brands to understand user search intent. This is the “why” that motivates the product search. Once brands know what users are looking for, they can cater to those needs to improve their SEO and conversions. As a result, buyers are 48% more likely to opt for solution-tailored products that meet their specific needs. Over 90% of sales come from 3 to 4 buyer personas, highlighting the importance of taking a close look at your customers and the emerging patterns. How to Create Buyer Personas With the effectiveness of buyer personas established, you might be wondering how your brand can capitalise on this marketing technique. The first step is to develop buyer personas. This, in turn, relies on insights. Data for buyer personas should go far beyond website and social media statistics. While they do include information like campaign reach, shares, likes, and comments, user-specific insights help a persona take shape. The key here is to get reliable insights directly from your target audience. Qualitative data is essential here, as it helps you understand the reason behind certain opinions. Brands can achieve this data through focus groups and interviews. However, the easiest way to get data from a range of customers is to rely on the help of an Insight platform. An insight platform has access to hundreds of consumers within your target audiences. By engaging them in discussions and polls regularly, they can draw on a wealth of conversational data that outlines the motivations and personalities of your buyers. This is Selfhood is one such platform focusing on the U-30 market. We work closely with our extensive network of young consumers to help innovative brands reach higher sales. Get in touch today to learn more!
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Culture is constantly evolving for all generations. It involves trends in pop culture, niche interests, new employment trends, how we interact with technology and much more. As Gen Z starts to enter the workplace, youth trends are influencing our overall culture more and more. As 2022 unfolds, here are some cultural trends we can start to observe that will likely have a significant impact on the next few years to come. The Creator Economy Is on the Rise Brands now stand in constant competition for content with content creators online. Individuals have enjoyed free access to tools like Instagram, youtube, TikTok and more. As a result, anyone has a chance to get creative and put themselves out there on the web. The creator economy is significant where youth trends are concerned. With the rise of Tiktok, more and more people enjoy amateur content online. As a result, there are now over 50 million people worldwide that consider themselves creators. Brand Activism Will Be More Important
An increasing number of global brands are engaging with social activism. This hardly comes as a surprise. 19% of customers agree that purpose-driven brands impact their buying behaviour, so this trend is firmly rooted in marketing research. Gen Z especially is conscientious of social and ecological issues. They support brands that work towards a greener future and take a stance on issues that they care about. Nostalgia Increasingly Featuring In Entertainment With a bit of polish, the old becomes new and shiny. We can see this trend in Netflix rebooting older successful franchises, including Full House and Gilmore Girls. A new show, “How I met your Father”, is also gaining traction by building on the same premise on a popular sitcom. Nostalgia is nothing new to entertainment and comes in circles. However, as the youth from the eighties and nineties start entering senior decision-making roles in the entertainment businesses, we can look forward to their childhood influences making it onto the screen. However, film and TV aren’t the only places where Nostalgia is gaining traction. A Nielson study found that over half of music listeners look for older songs. The Digital and Physical World Overlap We can also expect to see digital trends impacting actual world events in future years. For example, online community sites like Reddit have affected the real world by motivating congressional hearings such as GameStop’s. More social gatherings are also becoming digital, such as the 10 millionviewer Marshmello concert in Fortnite in 2019. In addition, more communities are moving online to affect change and find like-minded people. And as VR is gaining in popularity and accessibility, more people are representing themselves with digital avatars. The youth will be at the forefront of future digital evolutions. As they enter the workplace and become more spending power, they will change consumer behaviours for good. Stay ahead of the curve by partnering with a market research company that focuses on youth trends. Get in touch with This is Selfhood today. |
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July 2022
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