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.
Marketing in a Recession
Getting maximum value from marketing is always a goal but it becomes crucially important in a recession. With many signs pointing to a Caribbean recessionary environment, this post focuses on marketing strategies and tactics that will help your business succeed where your competitors may fail.
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.
Trend spotting is a crazy kind of thing, sometimes when you think you should be looking forward, you end up casting your gaze way back. Our soon to be released #DigitalManifesto 2015 outlines the digital marketing trends that are most likely to influence business and marketing strategies in the Caribbean within the coming year. The process was interesting, however it often seemed to swivel right back to some key marketing principles, like this one – go where your audience is.
We’re already 3 weeks deep into the New Year so as a business leader, marketer, brand steward, you’ve most likely mapped out the direction you’d want to take your business/brand in 2015. Kudos to you if you got this process locked in before 2014 got ushered out the door. For some of us, it’s a more laborious process to get through and we’re still pretty much in the thick of things.