How and why to systemise your social media marketing approach?

A day in social media marketing world

In one of our previous blogs, we looked at some of the trends that’ll stand out in social media marketing in 2018. Amongst these were the futuristic – VR and augmented reality – but also the more everyday and mundane. (We got  excited dreaming up our potential approaches to creating bespoke live streaming experiences!). But the fact is that the majority of work in 2018 should go into the basics. We’re talking streamlining, measuring and systematizing output across platforms and audiences.

Why? Let’s frame the issue in some numbers and context. Social media continued to grow in 2017 in terms of users, no surprises there. Instagram, Snapchat, and Pinterest were particular winners. Spending on social media marketing grew too – by over 60% in 2017. What didn’t grow is the number of impressions made by social media. Like training for a marathon, investment at the start of the process sees significant gains. But after some time performance plateaus as the runner approaches their peak condition. The more money people pump into social media marketing; the less proportionate ROI is achievable because of the inevitable progress towards saturation point.

Why should you go back to basics with your social media marketing?

To tackle this brands will need to go back to basics. This is because the basics are much more complex than they were before! The average social media user has 7 platforms, so for those brands that want to engage across all of them, this requires a whole lot of management. Even for those that aren’t that ambitious (or determined to permeate every moment of our online lives) and operate across fewer platforms, they should still think about each platform differently, reaching out to a different audience in a different way on each. Your Instagram followers are likely a different demographic to your LinkedIn ones, with different values, motivations and spending intentions – your content, campaign and measurement tactics should reflect this.

Multiplied, this results in hours and hours of content creation, monitoring, and analytics – but this is essential for optimal performance and all important ROI. It’s a lot to get a handle on, and like many things in business, left unattended it can become a complex mess of different systems pulling in different directions. That’s why one of 2018’s key buzzwords (and markers of success) will be systemization. Once a system is applied, you’ll know:

  • How and when to update different social networks
  • How to choose which social networks to update, and with what content
  • What to blog about, and how often to update your blog
  • How to get feedback on the effectiveness of your marketing across networks

Final Thoughts

There are a number of ways to achieve this. There are techy platforms that provide a joined-up cloud for those that want to manage their campaign by themselves but streamline the process. Really useful for huge, resource and time rich global brands with presence across multiple markets, tackling huge amounts product lines and customer engagements. And then there are more bespoke services like Colour Me Social. We allow for hands-free social media management, for those that value an expert hand overseeing a crucial but time-sucking part of modern business. That’s why we’re excited about 2018, and the opportunities it’ll bring for us to work with more partners to really get the most from their social media marketing efforts.

Why is Social Media Presence Important for your Small Business?

Before we start elaborating on the reasons why a social media presence is important for every business, we need to look at a few familiar but overlooked facts by the business community.

According to Hubspot, 74% of people say they use Facebook for professional purposes. Content consumption on Facebook has increased by 57 % in the past two years. The same is happening with the other social media channels. A spotless online presence is crucial if you want to improve your conversion rate. Even though we all know these stats, many small business owners resist or mistrust the benefits social media can provide.
The reason behind it is the urgency to have great performance results after just a few months. It’s a well-known fact that for small businesses cash is king and a never-ending marketing budget is just a dream. So, why would they choose to spend money on social media marketing and then give up after few months?

There are few things about digital marketing each entrepreneur and business owner should remember.

1. Digital marketing is an investment, not a cost.
2. You cannot achieve all your goals in a short period of time.
3. Each company is a separate organism, this means that your marketing activities should be based on test and trial, not on general marketing statistics.
4. Be patient – social media marketing takes time, in order to see results, you need to implement long-term steady marketing actions.
5. You need to be realistic about the ROI. It isn’t a magic wand, but it is a powerful tool.

Now that we have defined some of the realistic expectations of social media we can focus on how social media can support your business. What ROI can you reasonably expect? How will it help you?

1. Increased brand awareness, customer loyalty and trust and legitimacy

It’s understandable that any digital marketing activity will help you improve brand awareness. However, nowadays most of the people that are on the internet spend their time on social media. By identifying the social media platforms your target audience are active on and implementing marketing activities on that platform, you are able to amplify your brand and voice directly to them. Connecting with customers and potential customers frequently will improve your retention and conversion rate significantly.

2. Increased web traffic

By staying active on social media, you will reach a wider group of people that will be interested in your product or service and will land on your web page to get more details about your company’s philosophy, other specifics, and hopefully fill in that all important contact form.

3. Running paid targeted ads

All of the social media platforms provide amazing targeting tools that you can use for running paid campaigns. In the past year, all of the social media platforms improved their paid ad functionalities and transformed them into real paid ad hubs where all businesses can run multiple complex campaigns at the same time. There are endless possibilities that provide everyone with the opportunity to discover what combo of visuals and words performs the best for your target audience. With retargeting you can only affect people that showed interest in your service or those people that visited your web page. When setting goals there is no need to create a landing page as all of the social media platforms provide predefined lead generation forms which you can use.

In order to achieve all of the above-defined goals, you need to follow certain rules.
First, you need to write your own content in form of blogs and publish it on your website. By doing so you will redirect social media users directly to your homepage and increase your traffic significantly.

You need to use google analytics so you can analyse and optimise your social media presence.
You need to constantly implement growth hacking techniques and work on the growth of your social media accounts.
Yes, these three simple rules can completely transform your business. The question is do you take your social media presence seriously? If the answer is yes, then you truly comprehend the importance of digital marketing and social media for the growth of your company.

Want to learn more about having social media presence? Click here to contact us. 

How to increase engagement with organic share: Facebook and Instagram sharing tricks.

Never underestimate organic share and reach

Ever since Facebook introduced the improved ads manager and business power editor, marketers are going crazy over paid ads.  The tools made small business owners think that they could achieve anything they imagined by paying few extra pounds monthly. It is true that paid Facebook ads are effective. But what if there is a way you can achieve similar results with organic reach?

According to Social Sprout, more than 60 million businesses have a Facebook page. 39% of the users like or follow a Facebook page to receive a special offer. Organic share and reach have huge potential, you just have to know the right tips and tricks to get the maximum out of your content.

If used the right way, Instagram and Facebook can be a valuable tool where you can get good engagement without spending a pound.

Use Facebook Audience Optimization for better exposure

With the audience optimisation tool, you can target posts to a specific set of audiences. This can be based on factors such as their preferences and interests.  You can use this feature to personalise your Facebook sharing activity in terms of subject choice and style of writing so you can directly affect the levels of your engagement.

(click on the audience optimisation tool)

The audience optimisation option appears under the posting box when you want to create a new post. However, sometimes you need to activate the audience optimisation button from the settings tab in order to appear under the posting box.

When you click on the audience optimisation button a tab will appear with two options: preferred audience and audience restrictions.  This tab will allow you to define your target by interest, age, gender and other valuable features.

The preferences you choose depend on the demographics of your target audience. Before you start using audience optimisation do some research about the characteristics of your target audience.

After you set the preferences of the target audience, click save and compose your post. In the insights tab on your company page, you can analyse the performance of each piece of content you push to make more informed decisions in the future.

 Repurpose your blogs into multiple Instagram posts

Instagram can be tough for promoting your content, especially if you are selling a service and you have multiple blog posts you want to promote. Instagram stories are a great way to raise awareness and engage your followers but you can achieve the same amount of engagement with a standard post as well. If you want to promote your blog on Instagram and increase the level of the traffic you need to create catchy visuals. Find an excerpt of your text that is easy to find visuals for. Create your post with the excerpt and hashtags and share it on Instagram. Create multiple posts with visuals for one blog and share them frequently on your best performing days. You will have a strong looking profile and increased engagement just by organically sharing.

Don’t forget to update the Instagram bio with a link from your blog.

Quality content and organic share can boost your performance

We’ve discussed LinkedIn’s potential in the previous blog and showed you some tricks you can use to boost the performance of your organic share, but that doesn’t mean that you cannot use other platforms as well. For instance, with the hashtag philosophy behind Twitter and Instagram, you can achieve better results and have better long-term performance than any other social media out there. Though you might not have the luxury to choose your social media presence and channel simply because of your target audience’s preferences if you do, then choose Twitter. If your target audience is on Facebook then the tips and tricks we’ve mentioned above can definitely help.

Organic share can do wonders for your business if you know the right tricks. Our experience has taught us that we can achieve great results with quality content and organic share.

3 Ways to improve LinkedIn engagement

Linked In is one of the social media networks, that managed to survive technology changes, market turbulences, and people’s preferences. It is a really specific social network designed for the business community. Co – founded by Reid Hoffman, the site which was launched in May 2003, currently has over 300 million members from 200 countries, representing 170 industries.
It has huge potential as social media network because it offers multiple possibilities especially if you are B2B oriented. What makes Linked In unique is the relevancy of the data base.
People not only spend but they invest time on LinkedIn.

The interest on this social media is for content that will help in solving a problem or improve professionally. According to the latest stats and data, 80% of B2B leads come from LinkedIn, and 94% of B2b marketers use LinkedIn to distribute content.
However, the tricky part here is the engagement. Not every, business knows how to increase engagement of the content they are pushing through this social media. As a small business or startup, it is difficult to effect the engagement levels with just posting relevant content on your company page. You have to do more. There are secret tips and tricks that can do that for you.  Social media examiner explained everything in detail in their article but we have compiled a list of 3 easy ways to improve your Linked In engagement.

1. Incorporate LinkedIn groups in your marketing strategy

LinkedIn groups are useful for sharing content. At this point, there are in excess of 2 million groups available on LinkedIn. Groups are the place where like minded individuals discuss ideas, solve problems and post theme related posts. The key word here is the like-minded individuals. Groups are like filters, there you will find the most relevant audience ever.
Your content will be seen and will engage with potential leads and customers. All you have to do is spend some time researching. You need to find the groups that will suit your predefined marketing persona, join and share at least twice per week some content there.

2. Promote only text – posts

Although visual content and marketing is dominating on Facebook, LinkedIn users have other philosophy and interests. Sharing text only posts will help you increase the engagement level. Yes, you read it right. Text post may be the most boring ones for other social media networks but not for LinkedIn. You can add some links in the post, but it should stay in the standard text version. LinkedIn lets you include up to 1,300 characters which are around 250 words.
Why are text posts big on LinkedIn? Because LinkedIn doesn’t want to display posts containing links to third party sites. When a user clicks on a link it automatically leaves LinkedIn which is not good. Logically LinkedIn will make priority any text post on the news feed.

3. Like Your Own posts

Liking your own posts can seem a bit silly but it does help in improving engagement on LinkedIn. This is true because people are more likely to interact with a content if others have interacted first. Especially if you post your own blog, applying this technique is a must. Liking your own comments can help too. When you press the like button on each comment to your post, those people will receive a push notification that will remind them about your company and ultimately trigger activity.

It can be time-consuming to implement everything we mentioned before. We can definitely help. We have the right tools that will save your time and energy so you can focus on other important issues. Contact us here: http://www.colourmesocial.co.uk/get-in-touch/

6 Skills Your Social Media Manager Must Possess!

What is the difference between internet marketing and traditional marketing? There are a lot of differences of course, like the goal of the strategy, the promotional channels used etc.

Over time, the gap between the internet and traditional marketing got smaller. Nowadays, we can even say that internet marketing is not the only type, but certainly the main type of marketing that companies use. It might not be a 100% the case but the market is moving in that direction. It’s possible that soon all marketing activities will be digital.

Social media plays a huge part in digital marketing. As a startup company or small business, you must have someone that will ensure that your online presence and branding is the best it can be. Remember, the look, the message and your social media responsiveness affect how the general public or your potential customers perceive your business. Social media along with your website are the first things people see. And we all know how important first impressions are.

Having someone that will dedicate their time and effort on your social media presence is definitely something you should do.  It is a complex position because you will need to find someone that has a certain set of skills and experience in order to manage your social media effectively. So what type of a skill set should a social media manager possess in order to be successful?

We have prepared a list of six most important skills that great social media manager must possess.

Take a look:

  1. Basic Graphic Design Skills

It’s a well-known fact that social media is getting visual. A good social media manager must possess basic graphic design skills. What we understand as basic graphic designs skills are: creativity and colour sense.  In other words, the ability to think graphically. We are putting aside the knowledge of graphic design software because there are a lot of free online tools that are easy to use and navigate. For instance, Fotor and Canva can do miracles. They have everything every social media manager needs to create the perfect graphic solution.

  1. A passion for writing

Blogging is an important part of your internet marketing strategy. Ideally, your social media manager will have a passion for writing and be able to write at least one blog per week that will address your target audience. Knowing how to create the perfect social media post requires writing abilities and creativity. Buffer has very useful tips from proven blogging gurus that must be the core values of your blogging activity.

  1. Understanding content curation and strategy

Every social media manager knows that content can do wonders for social media growth. Sometimes experience is not required, but a mindset that recognises the need to curate or create content that will be customer centric. In other words, indirectly selling your services by promoting content that will address the issues your business can fix. HubSpot has amazing tools you can use for content curation while Mention will show you what are the true benefits of content curation.

  1. Social media advertising knowledge

Social media advertising is crucial for the growth of your business. A good social media manager has to know how to set up paid campaigns, define the target audience and create suitable visuals for the ads. It sounds pretty simple, right? But in order to have effective social media ads, you must test a few alternatives, measure the performance through A/B testing and focus on the best performing ads for your target audience.

  1. A Lust for social media knowledge

Digital marketing it’s a fast-changing industry. To stay on the top of the game you must follow marketing trends, apply new tools and try new things constantly. The will to constantly work in a dynamic environment and learn new things is an important skill you should look for in your future social media manager.

6. The Growth Hack Mind Set 

Working constantly on growth is a must activity. You need a person that will know your target audience and work on growing your following online base every day.

If you fail to find the right team or person, we can help! We have years of social media management experience. We can make your social media presence spotless. If you want your business to bloom online and enter the social media renaissance era, contact us. Drop us a line here: [email protected]

How to improve the quality of your content?

Before jumping into the growth hack tactics, to grow your social media you should sit and really think about your content. Even if you assume you have the perfect content pieces guess what…you don’t.

Do you analyze which content had the best performance? In most cases, the answer is no, and there is a good reason for that, it’s time-consuming. As a small business owner or entrepreneur with a hectic schedule, you need practical tools and tips that will help you boost the engagement of your blog and drive relevant traffic to your website.

Blogging can be tough and complicated, I discovered. You need to read a lot, find the good sources and combine all of the pieces into one solid article. Struggling with my schedule and time, I decided to take concrete actions to solve the issue. I thought If I make the perfect combination of tools and use them when I create the weekly blog, I will increase quality and save some time for other marketing activities. I did my homework by conducting in depth research and found these three amazing tools:

  1. After the Deadline

This tool is my personal favorite. It’s a free language checker that will improve the style, grammar and the spelling of your blog significantly. It’s actually a very smart tool that even suggests words that you can use and alternatives that can improve the meaning of the sentence. What I like the most, is the fact that it uses artificial intelligence to make the right suggestion. It will save you a lot of time, plus it’s available as Chrome plug in. In other words, their assistance will apply to anything you write in your browser. Amazing!

  1. Jargon Buster

The problem I had for so long is now solved with one click. Jargon Buster will help you in identifying jargon words. I always write without stopping or rereading. I like to follow my thoughts and then read the whole piece in the end. When I do that I am a bit surprised by the volume of the same words I use.  This tool helps me a lot because I can now for free check my content for overly used buzz words and corporate speak.  Problem solved. I sleep better now.

  1. Grammarly

And of course, the legendary Grammarly. The best friend to every blogger, account manager, and writer. I use Grammarly constantly. They even send monthly stats that show how your writing skills improved over time. I don’t have a bad word to say about this tool. It really helped me a lot with my blogs. It’s super easy to use too. Just copy and paste your blog in Grammarly’s text box and watch how quality increases. It’s available as a Chrome extension and if you pay for their services you will get even more advanced features and help.

Even though these tools won’t help you with content strategy, they will give you the most valuable gift – time! The less time you spend on creating your blog, the more time you will have for performance analysis and action plans. As an entrepreneur, you know that every minute is important. These tools will help you of course, but if you think that your content needs revamping and reviving our team is here for you. We are experienced in helping small business in developing a content strategy and build social media presence around that. Want some advice? Drop us a line here: [email protected]

How will Facebook help you get the best creative for your ad with Creative Hub?

Facebook Ad visuals: Cycle of pain or creativity? It depends on what type of person you are. If you enjoy being creative and expressing yourself, then you’ll love developing the visuals.

If you are not naturally a person who wants to spend hours compiling nice imagery and catchy wording, not so much. Like it or not, the new age of marketing requires out of the box visuals that capture your target audience’s attention. If you are a small business owner can you really handle everything and spend time on creating Facebook ads? Didn’t think so. It’s hard. That’s why Facebook introduced Creative Hub to the world.

Creative Hub is designed for businesses to be able to share their best ad mock ups and learn from each other. It’s easier to get inspired if you have access to other creative solutions from businesses in the same industry.

Creative Hub is for:

  1. Creative agencies
  2. Internal creative teams of brands
  3. Creative teams at media agencies

The best thing is anyone with a Facebook account can create mock ups and use Creative Hub.

You can use it for personal projects, but the true value of Creative Hub can really be seen at work. So, the first thing you need to do is set up a Creative Hub account for the agency or business you are working for before you start your design.

You do this by becoming an admin on their Business Manager Account. The person who created the business account has to add you in the page roles area as an admin. That’s easy to do. You can check further instructions by clicking here.   This is a very important step, you must do this right in order for the Deliver AD button to appear later.

What does Creative Hub offer?

Creative Hub offers different ad formats that you can use for creating your ads. When you enter Creative Hub, click on the top right green button that says ‘create mock up’ and choose one of the available options for Facebook and Instagram ads.

You can choose various creative solutions such as:

  1. Interactive: Carousel and Canvas ad formats
  2. Video: 360 videos, slideshow ads, video and video link format ads
  3. Image: Single image and single image link format ads
  4. Instagram: Image, video, carousel and stories format ads

The best part is that Creative Hub provides inspiring examples for every type of creative solution they offer. Go to the get inspired area and find a solution that suits your product, service or company page.

After you find your perfect creative solution and decide what is best for you, it’s time to create your perfect mock up.

Every mock up solution has specifications that you must follow in order for your ad to get approved by Facebook.

After saving your mock up you can preview it, get a shareable link, duplicate it or move it to power editor and deliver it as an ad.  As I previously said, you need to have the right permissions in order to see the Deliver AD button and transfer your ad into the Power Editor. Remember that!

Creative Hub can save you a lot of time if you are a busy entrepreneur or growing start up. We can also help.  We have the experience and the expertise, so if you ever feel overwhelmed with anything or all things social, simply contact us here: http://colourmesocialtwo.clicthru.co.uk/get-in-touch/

What is the philosophy behind Facebook dark posts?

Facebook is one of the greatest paid online advertising platforms in the new digital marketing world. Facebook gave the marketers a whole new set of tools and insights and a place where they can achieve great results. Even though the newly updated ad platform is great, there are a lot of things that look complex and hard to use at first sight.

As a small business or entrepreneur getting to know the platform can be time-consuming. But if you separate the new things into small chunks of information then you will learn the new functionalities faster. We will help you with understanding the Facebook ad platform better. In our series of articles, we will explain everything in detail so you can easily navigate and get the maximum out of the platform. Stay tuned!

Today, we look at one of the platform’s most useful offerings: Facebook dark posts (unpublished posts). The things you can do with dark posts can really improve the effectiveness of your marketing campaign and your results at the end of the day.

What’s the philosophy behind the dark posts?

The philosophy behind it is to create several posts with different styles and wording which you can use to for tests in your paid campaigns.

Why are they called dark posts?

Because they don’t get published on your Facebook Fan page unless you choose to do so.

Why use Facebook dark posts?

There are several reasons why you should use dark posts, however, the most important one is that you can run tests and see what set of wording and imagery works best for your target audience.

More specifically, you should use dark posts for the following reasons:

  1. You can do paid tests for multiple ad variations

You can create as many variations as you like. Applying different images, headlines, call to action buttons will help in determining the effectiveness of your paid campaigns. Use your imagination and find out what best works for your business.

  1. You can improve your organic traffic

You can improve your organic traffic by sharing the variation that has the best results on your news feed. Once you’ve determined which combinations perform the best, apply them to your organic posts for better reach and engagement.

  1. You will avoid ad only streams

If you want to avoid ad only streams then the dark posts are the right way to do it. Facebook dark posts are niche and hyper sensitive so you will avoid the risk of boring and pushing away your audience with the same Call to Action button and unnecessary ads.

How to create dark posts?

In order to create the dark post, you must enter the page posts in the create and manage section. There you can create limitless posts and decide whether you would like to keep them as dark posts or publish them on your timeline.

One thing to remember is that you cannot edit the posts once you have created them. Nothing on the created dark post is editable once you have saved it. So be careful otherwise you will have to start all over again and create a new post from the start.

pic to use 1

How to create advert from your dark posts?

After you have created the dark post, you have to select it and choose to create advert from the actions drop down menu.

pic to use 2

When you click on the create advert you will get a pop-up on which you have to define your campaign and ad set. The pop-up is only for the defining the name and the objective, later you will dig in deeper in defining other specifics about your target audience and budget.

How to activate your advert?

The next step is to define the target audience, budget and the objectives of the campaign. Your campaign will still be the draft until you click on the review changes button at the top right corner. Do not forget! After you set everything up you need to click on the green button in the top right corner in order to activate your campaign.

And that’s it! You are all set. It is a process and you will get better in time but if you need help with anything we are here for you. We have the right expertise and ideas on how to improve your performance.

Feel free to contact us for anything here: http://colourmesocialtwo.clicthru.co.uk/get-in-touch/

The key to your success lies in the quality of your Growth Hack Strategy

The fuss around the growth hacking concept these days is unbelievable. Every entrepreneur and startup is in a hurry and in need of immediate results in terms of social media growth. Growth hacking is not only about growing. It’s a much broader concept that involves research, strategy, testing, implementation, and measure. All of the basic marketing concepts are used and implemented in this process.

First, let’s start by defining growth hacking.

Growth hacking is a process of experimentation across marketing channel and product development to identify the most effective and efficient way to grow your business.

The key word here – experimentation!

That’s right. You must experiment and constantly try new things until you find out what really works for your business. Which tactic increases your follower base, what drives traffic to your website and which content increases your engagement? Answer these questions first!

Until you find out what in reality works for your business you cannot expect growth. Growth does not happen overnight – remember that. After you successfully complete the experimentation process, it’s time for hard work. It’s time for applying the tactics that you know will work! For instance, copying followers of a list of influencers you carefully select and now that will have an impact on your conversion rate later. Always double check that the tactics you are applying will result in reliable audience, growth, and engagement. Your business needs that! It needs people who will be really interested in buying your product or service.

In order to launch your marketing mind in the growth hacking universe, you must now the growth hacking structure and basic marketing concepts.

As a growth hacker, you must implement the two levels of marketing strategy which are campaigns and tactics.

A campaign is a coordinated series of tactics that are associated with some specific initiative. At the campaign level of strategic thinking, you should think about the objective of the marketing campaign and the messages that you want to take out to the audience.

A tactic is a single mechanism that is designed to achieve the goal of the campaign.

Can you see how this will help you with the experimentation phase? You will define few campaigns, set goals and apply tactics to achieve them and finally find out what really works for your business.

But enough about the philosophy of growth hacking! We have also prepared a list of some useful tools you can use for your growth hacking.

There are few tools out there you can use for growing your follower base. For instance, Crowdfire.. It allows you to copy influencers followers, follow people based on hashtags and other useful features. It’s really a great way to find a relevant audience on Twitter.

For discovering influencers in your industry, you can use  Klear. The free version allows you to filter influencers based on location for Instagram and Twitter.

These are just part of the tools we use for our clients and noticing tremendous results over a certain period of time.

If you are starting with growth hacking any educational piece of article will be out of great help for you. I have prepared a list of people, successful growth hackers you can follow in order to stay up to date with the growth hacking concepts and community. Follow these amazing influencers:

  1. Sean Ellis

The godfather of growth hacking! He invented the term! Sean even is chief executive officer at GrowthHackers a portal that has a lot of valuable information.

  1. Everette Taylor

Amazing advice about growth hacking! He is the vice president of Skurt

  1. Alex Osterwalder

Alex is the one that can help any startup or entrepreneur with a valuable marketing advice!

  1. Eric Ries

The creator of the Lean Startup methodology and startup guru advisor. He is amazing!

  1. Neil Patel

The one and only Neil Patel. He is the most famous marketing guru and internet marketing specialist. His writing style is entertaining and educational at the same time. Check out his KISSmetrics blog for more info.

Hey guys we can help too! Follow our blog for a more valuable content or contact us if you want any advice on how to grow your business. You can also add ideas in the comment section about our future blog, or click here to contact us.

Cheers!

Why developing a Marketing Persona is the best thing you can do for your Start Up

What is a marketing persona?

First, let’s define a marketing persona. A marketing persona is a fictional character you have to develop in order to characterise the key traits of a particular group of your target audience. Clearly, this is the core of all of your future marketing activities and if you define it right at the beginning, success is inevitable.

Because it takes time, you can’t define your marketing persona overnight! Conduct your best analysis and then make some conclusions based on the qualitative data you have gained during the process.
Getting the right data means that you will have to find out what are their motivations, needs, technical skills and other factors that will impact on how they may interact with your marketing activities in the future.

What you really want to know is what works for every developed persona. Gathering this data will help you optimise the user journey at every stage. You would really want to focus on how to get these tasks done in the most effective way and create a user-focused development process.

Quantitative vs Qualitative research

Conducting research is something you should do to better understand your users and target audience. The question is what do you really want to find out about them? This is the first question you must ask yourself. What type of research method you will use it depends on what your answer will be. Specific methods specialised are for a specific type of information. There are two research types:

1. Quantitative research

and

2. Qualitative research

Quantitative research is focused more on large samples or testing and proving something to a large group of people. This includes surveys and site traffic analysis. Getting the most out of your log files in order to find out how users are moving around your site is a great thing to do. Quantitative research gives thousands of data points which you can analyse and look for statistically significant trends which will realistically reflect the behavior of your users. Quantitative research can help you test a hypothesis you will define with the qualitative research.

Qualitative research is used for smaller samples. It stands for understanding the motivation behind something, gathering reasons, and opinions. You will find out why customers act or behave in a certain way. Interviews and usability testing are part of the research. These methods interact with a smaller number of users (10 – 20) and will help you to uncover new ideas and identify unknown issues. You can’t prove anything with qualitative analysis but you will get insights about your customers which you can use for future testing.

It’s the qualitative research that provides your most valuable insights. According to findings, 82% of companies who conducted qualitative research met their revenue goals. Whereas 70% who did not use qualitative analysis failed in doing so. There is no better way of understanding your consumer. As a startup or a small business owner, your main focus must be on qualitative analysis and research. Remember that!

Avoid these mistakes

Always set realistic goals and conduct a realistic analysis of your raw collected data. Many marketers fail to do this. They add or sugarcoat some ideas and completely miss the point of the qualitative analysis.

Don’t fall into these four traps when creating your customer personas:

1.They make stuff up about their customers

They form marketing persona based on their opinion! The only way to have realistic data is to have a real conversation with your customer.

2.They follow the wrong data

Many people get stuck by following basic data such as gender and demographics which can be irrelevant. What you need to do is include other data in your buyer’s personas such as decision criteria, buying process and buying priorities. Think about what matters for your business and use that as a basis for your actions.

3.They develop too many personas

Another classic mistake people make. If you do your analysis right you will have a base of quality insights. This can be used for developing one quality core persona and then develop different variations based on demographic, gender and job title.

4.They use scripted Q&A interviews

You cannot solve your problem by adding an online survey or conducting lifeless formal telephone script. It will take a little bit of practice but in time you will learn how to have unscripted conversations that will lead your consumers to tell you all of the real and incredible details about their preferences and experiences in the buying process.

The key to success is to implement the qualitative research first and gather realistic data which will help you in creating your ideal marketing persona. Insights about their likes and preferences are something you can use for complex analysis later. Be as realistic as possible and arrange an informal and real conversation with people. Invest in what truly matters for your business at the start and avoid turmoil later.

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‘’As a startup or a small business owner, your main focus must be on qualitative analysis and research. Remember that!’’