Online Persona Development
Customer segmentation has traditionally used basic demographics (age, gender, household income) to identify target customers. Using a customer's age and gender online will drive a large amount of traffic - but not a lot of conversions - or sales and revenue.
Understanding your customers and prospective customer's wants, needs and motivations are the key to successful online marketing that creates and sustains a high conversion rate.
Keyword searches deserve ad copy that speaks to your prospective customer's search engine query. When a prospective customer clicks the ad, your landing page content must again reinforce the search query and if needed, answer any further questions that drive the prospective customer to the conversion goal (purchase, contact form submitted). If you are presenting the same content to every prospective customer, your conversion rate will suffer.
Consider that your site should display dynamic smart content that uniquely speaks to each prospective customer's motivations and needs.
Keywords are important. Your prospective customer's age, gender and income are also important - but, analyzing your prospective customer's personality types (or online personas) will help you understand the how, what, who and why of marketing to and interacting with each persona type.
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“Nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him...
"...For if you know these things about a man you can touch him at the core of his being.”
– Bill Bernbach, legendary ad writer