Advice and mentorship come in handy when you’re an ambitious SME and trying to win your world. Of course, not everything out there is going to resonate with you or be applicable to your particular business scenario. There are some common scenarios, that many SMEs around the world struggle with. We’ve chatted with a few small and medium sized business owners from across the Caribbean and they’ve shared some of their business challenges with us. We were not surprised to find commonalities among some of the problems they faced. Among the challenges identified, prioritisation, email management, and marketing on a budget stood out as three of the most common issues faced by small business owners and entrepreneurs. Here are some quick recommendations on how you can address these challenges.
Tag Caribbean business leaders
Digital solutions are here to stay.
It’s not the 90s and the internet is not the new kid on the block. We’ve far progressed from the age of digital astonishment since mankind delivered GPS devices, smartphones, and digital music into our lives. Let’s face it, the question around adopting digital solutions for our business lies not in the innate fear of trying something new, but in the fear of successful implementation.
What are Buyer Personas?
Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.
The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20.
At the most basic level, personas allow you to personalize or target your marketing for different segments of your audience. For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by buyer persona and tailor your messaging according to what you know about those different personas. When combined with life-cycle stage (i.e. how far along someone is in your sales cycle), buyer personas also allow you to map out and create highly targeted content.