How to Use Social Media Buyer Personas to Increase ROI

on May 23, 2016

How to Use Social Media Buyer Personas to Increase ROI

Sometimes marketers take out all the personal elements of reaching new audiences. Customers become data points based on analytics. But to reach these customers effectively it’s important to remember they are individuals with unique combinations of needs and interests. Keeping this in mind can help you tailor your marketing efforts not to a statistical point of data, but to a real person. However, it is fair to assume that many of your customers have similar priorities, so you can sort them into groups for truly understanding what you should be marketing to them. This tactic is called using buyer personas and it’s an insightful way of considering who your customers are and what they want.

A survey conducted by ITSMA revealed 90% of B2B marketers gain a clearer understanding of their customers using buyer personas. However, just collecting such powerful information is a waste if it’s not used properly. By implementing knowledge of buyer motivations in your content, and particularly in your social media marketing, you’ll form very strong connections among your audience, leading to more customers and greater ROI.

Here, we’ll discuss how you can harness the power of buyer personas on social media, both on the micro-level of posts and throughout entire campaigns.

Using Social Media Buyer Personas to Create Social Posts

Every social media post is a chance to connect with a prospective buyer and convert them from a prospect to a lead. But if you’re hoping to garner engagement, such as comments, likes or Retweets, each post needs to contain a message that directly appeals to the reader.

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According to CMI, 76% of B2B marketers noted they planned to increase content output in 2016. Inevitably, much of that content will find its way onto social media and miss the mark because it doesn’t incorporate a rich understanding of customers. A fully sketched-out social media buyer persona, built from customer interviews and intelligence gained from your sales team, gives you that understanding by revealing your prospects’ mindset and buying behavior. Some Important points to take into consideration when creating your social media buyer personas include:

Armed with this information, you can create social posts that align closely with your social followers’ expectations. More specifically, here’s how you can use buyer persona insights to craft high-impact social posts:Buyer Persona

Reviewing how your buyers make decisions, how they feel about industry concerns and what’s driving their approach to changing their business processes for the better—all things that your social media buyer personas should reveal—can help inform substantial, trust-building content for your social media pipeline. That increase in trust yields more customers and greater ROI from your personas.

Using Social Media Buyer Personas to Guide Campaigns

Using your social media buyer personas to help guide individual social posts is simple and effective. But what about entire campaigns?

If your approach to marketing is not targeted, it will fall flat. Only 30% of B2B marketers report their content marketing efforts are effective. One of the best ways to ensure you’re implementing a targeted (and thus, more effective) approach is to use buyer insights to construct and refine overall campaigns.

When designing campaigns, keeping the following in mind can make sure you’ll persuade your audience to enter your sales funnel and convert, ultimately raising your ROI:

Your social media buyer personas are a great source of material for constructing campaigns that will resonate deeply with prospects and turn them into leads. Remember that other resources, such as your CRM and your social media marketing platform, can yield even more buyer insights for sharpening your campaigns and extracting maximum ROI from content.

Channeling the knowledge you gain from buyer personas can be a true challenge. But by taking the details they reveal about how your buyers think and act, and using that data to sharpen both your social media content and entire campaigns, your company will engage more social followers as leads, and ultimately, as customers.

Cover image via @Federico Feroldi

Marketing Strategy Social Media Strategy