Friday, 28 July 2017

How to Create Buyer Personas to your Inbound Marketing Campaign?


         Buyer Personas (also called as reader persona or reader profile for blogger) are fictional and  powerful. Buyer personas can help you to fill the sales funnel with qualified leads and retain the customers. They are research based, modeled representations of who are the buyers, what they try to accomplish, what are their goals, how they think, how they buy and why they make buying decisions etc.,
          The persona is a crucial tool for defining, understanding and reaching your target audience. If you are very narrow to your target audience, the easier the work will be. Suppose your target audience is small eCommerce business, you can now come up with blog post ideas that eCommerce businesses might be interested in. The smaller the target audience, the more focused marketing can be. Once you have identified the trends they encounter and what the implications are, you can build affinity and create a real connection. 
         The key element of the inbound marketing campaign is the concept of buyer persona, which are created to help us to see our product or service from the perspective of the ideal customer. Knowing your buyer persona and understanding the way they consume content, behave and make decisions will help you to create content that speaks to them for the purchase of a product or service.

Importance of Buyer Personas in your Business:
      Personas are a great marketing tool and has lots of benefits
1. Personas help you target your content with laser focus. It is talking one-on-one instead of trying to shout out in a crowd
2. In doing the persona research, you can discover the best website and social media platform and places where your ideal customers are. So you know exactly where to market.
3. Personas can be used to segment your audience and create personalized content for each segment.

     Below are the questions to be asked in your customer support team to build or enhance buyer persona as well as to use the responses to craft the content for your marketing projects like,   
      * What questions receive from prospects? 
              May be they wanted to know about support model, or how your product or service has benefited to them Or they concerned about the warranty
      * What skills your customer need to purchase our product? 
              By identifying the missing skills on the front end, you can better detail your buyer personas. Also, you can address those front end challenges in your content.  
      * What the existing customers are saying? 
              Buyers have some specific questions based on their experience. You can build a buyer persona on what those who have bought still want to know.
      * What internal content is used to help your work?
              Use internal FAQ's to create relevant content on your blog which will be the perfect venue to deliver the support that engages your customers.             

Details to be included in Buyer Personas: 
 1. Industry job title and Responsibility
 2. Level of experience and Technical expertise
 3. Preferred content formats (blog post, infographics etc.)  and social media networks
 4. Typical buyer's journey, what questions they are asking, challenges faced and common objections
 5. Demographics like age, gender, nationality etc.,

Use this tool to create your buyer personas for your business.

For the buyer personas be useful, they need to accurately reflect your real audience. Here are methods to collect the data like,
    1. Use Google Analytics or other Service: In the analytics, the general audience demographics can put you on the right path to building accurate persona.
   2. Survey information through an email list, clients or customers will provide the complete information of your persona.

Buyer Personas in Creating Content: 
    * When you create a blog post idea, pull out the personas for the inspiration. If you keep in touch with your customer about their challenges and questions, you have the plenty of material for your blog posts.
   * When you are writing the blog post, keep in mind with buyer persona to be chatting with or writing the letter to the specific person.
   * Write your home page, about page, contact page etc., with what your persona wants to see there and how you can answer their questions and start building the relationship with your web content.
   * Brainstorm the content with infographic, ebook, podcast etc. What topics would they find helpful and relevant? Will your persona help you find out?
Things to be avoided when creating Buyer Personas: 
1. Buyer persona should be very Narrow, not Broad: If you cast too wide, it's very difficult to create content that has a level of personalization necessary to be attractive to your ideal audience.
2. Not assuming Perspective of  Customer & Problems: Put your effort in the context of your customer and their problems to the product and solution.
3. Avoid too many personas : If there are too many personas, the process of crafting the focused campaign becomes more difficult
4. Create a Realistic Persona: When creating the persona, make sure that they are ideal and realistic and that the products will be instantly valuable to them
5. Hyper focused on Product: Create content that educates your customer on your company area of expertise to help them become more informed business people in general.

Saturday, 15 July 2017

What are the Best Techniques to Reduce Shopping Cart Abandonment?

      The "Shopping Cart Abandonment" means a visitor initiated the buying process, but did not follow through on the purchase. People start by clicking on "Buy Now" buttons on your products and adding to the online shopping cart,  but, they dropped the website before the transactions is completed. If there are enough unfinished transactions, your business is leaking a good deal of revenue. The shopping cart abandonment rate is calculated by dividing the total number of completed transactions by the total number of transactions that were initiated

Here are the guidelines to reduce online shopping cart abandonment

1. Meet the shoppers expectation Early : The online shoppers care about what they are buying, how much to spend, how long it will take to get the product and how safe and what information to disclose etc. So,  if you meet his expectations as early at the purchasing cycle will dramatically reduce the cart abandonment. Don't make them surprise about out-of-stock, shipping cost  and forced to account creation etc..

2. Design and User Interface : To build trust and rapport with your customer, it is important to give them great experience on your website. Make sure your site is intuitive and easy to use. If the shopping cart is not intuitive and does not have a clear call to action, it is going to frustrate your shoppers.

3. Follow up on Open Carts : Slow carts lead to cart abandonment. Make sure the back end and front end performance where it should be. If the customer is on the cart page and sees something they have questions such as higher prices and shipping, they will most likely frustrated. Have a live chat to answer the immediate questions.You can win back those people who have already decided to abandon their carts. The follow up strategies encourage customers to complete the transactions. Providing the offers encourage the users to keep shopping or to complete the checkout process.

Email Notifications : Getting the email address of your shopper is essential, especially if you want another chance of recovering unfinished transactions. In fact, you should send first emails within the hour of the user abandoning their cart. If you wait him longer, the lower the chance of completing their transactions. According to eCommerce optimization service, the best conversion rate optimization(20.3 percent) happens within the first hour.

Exit Offers : There are a variety of offers that you can provide to  your customers like discount, freebies etc. By providing the special offers when user attempts to close the window or leave their shopping cart will entice the user to keep shopping or complete the checkout process.

4. Provide the Secure Transactions : According to the survey, 38% of online shoppers are concerned about the website not being safe or secure enough. If there are any inconvenience to your shoppers, the online shopping of your customers gets frustrated.

Display Trust Logos :  The visual markers are badge or seal with the image or check mark showing that the site has been verified.  There are variety of trust badges for ecommerce stores. SSL seals from Symantec, Norton , etc., showing that communication between your website and browser is encrypted. The accreditation badges like the Better Business Bureau, Google Trust Score showing that your business has been verified. A studies show that, the seals from familiar brands like PayPal, Norton and Google are most trusted. Using the familiar brands in your ecommerce store makes the user more confident about putting their credit card information into your forms.

Display Reviews and Testimonials : Including reviews and testimonials are the other way to boost trust with your shoppers. Most customers would like to review on sites product pages.

Offer Multiple Payment Options : Customers are less inclined to make a purchase when they have limited options. It is important to offer multiple payment options so that your customer has the flexibility of choosing how they pay.

5. Optimize the checkout Process :  If you want to close sales, your checkout form has to be in still confidence. The Poor checkout experience remains a significant drag on eCommerce sales. Simplifying the checkout steps makes the user to complete the transactions easily. The complicated checkout process is one of the most common reasons why people abandon their online carts. Follow these steps for best results,

Remove Mandatory Account Registrations :  Small business owner's website can't afford to lose potential transactions by forcing the online shoppers to register on their website just for the checkout purposes. It's best to make the account registrations optional.

 Use social Sign-Ons : social sign in services like facebook login allow users to stream line the registration process and provides retailers with valid identification and useful information.  Registrations are valuable source of data for ecommerce retailers and the major cause of abandoning shopping carts.

Use Progress Bar Indicator : Progress indicator helps the user an idea about which step they are currently in and how long it take to complete the process. People prefer the progress indicator when completing their task. Indicate the different steps clearly to your online shopper like,

     Cart > Customer Information > Shipping Method > Payment Method

Use Fewer Form Fields : The studies show that, the greater the number of form fields, the poorer the usability of checkout experience. Avoid the visual clutter and make the checkout process as simple as possible. The fully optimized checkout flow should be at maximum of 7 fields.

 Back End Integration of ECommerce Site :The goal of the ecommerce website is to provide shopping experience smooth and transparent, you should never view your ecommerce application as an isolated sales channel. But, your website should be coordinated with your traditional backend systems. In an ideal world, you'll need to implement a full, seamless integration between the two systems.