- As a marketer, do you have what it takes
to adapt to your marketing messages
to the ever changing needs of your customers?
If your answer is no, tune in and listen up
as I let you in on three questions you should be asking
in order to get the most out of your buyer personas.
(bright music)
Hey guys, it's Hannah here from Neighbourhood
where we help brands find, sell, and keep their people.
In case you were wondering what buyer personas are.
Buyer personas represent groups of consumers
with similar needs, wants, expectations,
motivations and pain points.
Pretty much like a profile of your target customers.
It is an essential tool for all businesses
to better understand
and empathise with their customers.
So you can better craft their experience.
However, in the fast pace world of today,
the buyer personas you had a week ago
might not be relevant anymore
as when you originally established them.
Major events such as the pandemic
will force the attitudes
and motivations of your customers to change.
So it's super important
to be equipped with the right mindset
to shift your personas
to be able to best cater for them.
Here are three questions you should be asking
and answering yourself
in order to leverage your existing personas
and make the right marketing moves
that serves your audience.
What are my personas situations and concerns right now?
Regardless of a pandemic,
personas' needs are always changing.
Why? Because life happens.
So when some phenomenon outside of our control occurs
and inevitably shifts your customers' needs and wants,
the first thing you need to ask yourself is.
What are my personas' situations
and concerns right now?
In other words,
consider the potential new needs, wants, expectations,
motivations and pain points of your personas group.
Review which of these factors remain the same
and which have shifted in priority.
A good way to gain real time insight
into your personas' new needs
is through social listening.
Which is where you track and analyse
the conversations your customers are having
online about your brand and wider industry.
Also, take time to seek out individual customers
and ask them personally what they want
and need right now
and how your brand can help.
What actions can I put in place
to satisfy my persona's needs?
Once you understand the diverse needs
of all your personas groups.
You can begin to consider
the actions and information
your organisation can provide to satisfy those needs.
For instance, think about the time
when COVID-19 regulations were introduced
and the lockdown had made people more frugal
with their spending.
The appropriate action to take is to remove
or lower barriers to buying.
This could come in the form of offers
like free trials,
reminders that consumers can cancel a service at any time,
longer refund or exchange windows
or even give a customers a "buy now, pay later" option.
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And last but not least, three.
How do I communicate
my new business operations with my personas?
Once you have your plan ready to rock and roll.
The next thing to consider is how you communicate these
actions to your persona groups.
Your messages have to meet your audience where they are,
which may be in new places than before.
People are now preferring to find information
and communicate through digital channels
like social media platforms,
email, live chats, and webinars.
This means you should be shifting your time and energy
to these online platforms
that are garnering more of your audience's attention.
Once you've identified the different channels,
your personas are prioritising
it's time to create the message.
No matter what information you share with your consumers,
whether that be new opening hours,
new contact info
or any changes you've made
in response to the changing times,
it is essential that you communicate
with a rhetoric full of empathy.
Remind your customers
that you are still here to serve them.
Even when the goings are getting tough.
Also, use these messages as opportunities to communicate
to your people,
how you are helping your employees
and the wider community.
It's essential that you show unity with your audience
and that you have their best interest in mind.
And then you have it.
Three questions to get you started
when you need to update your buyer personas.
Whether it's a global pandemic or some other big
socioeconomic altering event.
By asking these three questions
with your personas in mind,
you can identify the full range of needs your customers have
and pass on the information and support
you can provide to meet these expectations.
If you found this video helpful,
then feel free to share it with someone you know,
that needs a hand with buyer personas.
You can also subscribe to our blog
where you'll find a bunch more tools, tips, and templates
to help you find sell, and keep your people
just like Neighbourhood does.
Well, that's it for me. Happy marketing.
(upbeat music)