One of the first steps you will take on your inbound marketing journey is the creation of personas.
Personas are “Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.”
In other words, they are representations of your customers. Addressing things like;
- Who are they?
- What do they do?
- What issues do they face?
- How does your product/service help to combat these issues?
They are the bread and butter of inbound marketing and all marketing activity should be focused around them making them vitally important to your marketing strategy.
They should also be created at the beginning of your journey but can be altered throughout the process as you learn more about your customer base.
The more detailed your personas are the more you are able to reap the benefit of specifically targeted marketing. This article explains more.
The article below highlights how Halfords have recently taken measures to rectify previous years of purely traditional blanket advertising. Their efforts have allowed them to make a much more personal appeal to their audience likely to encourage greater engagement.
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Halfords has also embarked on a separate project to improve its understanding of its customers. It introduced e-receipts in January and has since collected more than 1 million email addresses meaning it can now match 15% of retail sales to customers, up from 3% in November. That has meant for the first time Halfords can personalise its marketing, with the aim to have a full customer view by the end of the year. “What this means is we can talk to customers with relevant information and targeted communication rather than a blanket one size fits all approach,” said Bellairs.