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Identify
Too often, businesses focus on engagement without spending the time to understand their audience. Building accurate customer personas is the necessary first step in building a successful program. In this blog we will cover a few things that can help you develop a better picture of your audience.
Research, Research, Research
Tracking down good information on your prospects and targets is easier than ever. Most data is relatively easy to find if you know where to look. The first place to look is at your website analytics. Find out who is coming to your site and the type of content they are looking at. The next step is to examine social media profiles and groups to further expand your understanding.
Lets Talk
One commonly overlooked approach is to actually ask your prospects questions and engage them in a dialogue. This can easily be done with well designed surveys or questions on your website. Interviews and feedback with your sales team can be another great source of information. Be sure to develop a system for capturing and organizing your feedback.
Who?
Naming your personas can be an overlooked but helpful step in finalizing the process. If the persona is fully built out using the steps outlined above you should be able to envision who that person is. From their business goals to hobbies and interests, everything should be laid out clearly. If you can assign a name and see the value through their “eyes” you can feel confident your personas are complete.
Constant Feedback
Analytics has become a major buzzword across all areas of business, but this is a critical component to improving engagement over time. Ensure that all your programs are set up to capture relevant data and combine those data sources to get a holistic view of your efforts. Use this data to refine the approach and improve ROI.
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