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How well do you know your customers? What motivates them and why? The more you understand your customer, their needs, wants, challenges, and values, the better you can communicate with them. Marketing personas are highly detailed profiles of your ideal customer that will help provide clarity in your marketing strategy.
A marketing persona, also known as a customer or buyer persona or customer avatar, is a generalized profile of your ideal customer and a key segment of your target audience. You form this picture of your customer and their characteristics by using customer research and analyzing the data. Look at demographic information such as age, gender, location, and job or role. Depending on the product you sell or service you offer, it also can include the psychographic profile that includes lifestyle, interests, preferences, and concerns. This description is not just who buys your product – i.e., the business owner. It’s a generalized representation of your target audience and the traits your customers have in common. It helps you to visualize this person because you understand details about why they buy your product or service. If you understand the unique characteristics and needs of your customer segments, you can design products and services that will appeal to them and structure your marketing activities to get their attention more effectively. Determine the base information for your buyer from your current customers. Do you see a pattern with your current customers? What is the key demographic information such as age, gender, location, and job? Do they have common lifestyles, interests and preferences? What is their story? Describe their needs, goals, and concerns. Include how they make decisions and if there are any common objections. Once you have identified your marketing personas, use them as the foundation of your marketing. You will be able to create strategies that align with the people that really want your products and services. Content Marketing Defining marketing personas helps you understand how your target market searches for solutions. Do keyword research using your personas to understand how your audience searches. What questions are they asking, and do you have well-optimized content that answers these questions? If not, use this information to develop your content strategy. This will ensure you are providing your audience with the information they want and need from you. SEO Persona-driven SEO can make your organic visibility more effective. When your SEO activities directly target your ideal client, the people who find you in the search results are those visitors who are more likely to convert into leads. Website Structure Ensure your website provides the content your ideal client is looking for. You’ve done the work to get a more targeted visitor to your website, now give them what they want. Directly speak to your visitors with messages that are meaningful to their needs, guiding them through your website. When your visitor sees that you understand their needs, they will follow the path you set for them. Social Media Part of your marketing persona profiles should include what social media they use. This will enable you to focus only on those platforms that make the most sense. You can curate better content to post on your social sites that will attract your audience as well. This makes you a valued resource of information your audience needs without having to search for it. The more you know about your ideal client, the better business and marketing decisions you can make. This information can help you create the right service offerings and eliminate those that are of no interest. Personas also give you a clear focus on who you are trying to attract and enable you to create content that solves the problems that impact their lives.
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 When was the last time you searched for your business online and analyzed what you found?
Conducting an online visibility audit for your business is the first step in developing a strategy to help prospects find you. Search for your business as if you were a potential client looking to buy a product or service. Then experience the first impression others get when they click on one of your links. Since first impressions matter both online and offline, having this important information can help shape your digital marketing strategy. Otherwise, if you don’t know how others see your business in the search results, you are marketing your business blindfolded. All businesses should develop an extensive digital footprint as part of their online marketing activities. The bigger the footprint, the more likely your business can be found when someone is searching. If your business isn’t visible in the search engine results, you lose a potential sales opportunity. What is a Visibility Audit? A visibility audit is an exercise that helps you determine how your business is viewed when someone searches for your products and services. It answers questions such as: Can your business be found when someone searches? Is your brand consistent across all your online properties? How does your business compare to your competition? What is your reputation among your customers? Is your content resonating with your target audience? Is it easy to find and contact you? This evaluation will help you pinpoint areas that need attention. You will be able to develop a better marketing plan that focuses on the right things to attract your ideal customer. A visibility audit should include these 7 items:
Step 1: Keyword Analysis and Research For your top keyword phrases, where do you rank if at all? It is important to know what keyword phrases people use to find your business. Keyword research sets the stage for your content, your social media profiles, your directory listings and all your marketing activities. One place to start is Google Search Console. Google Search Console is a free service offered by Google that helps you monitor and maintain your site’s presence in Google search results. It gives you access to the search queries that are actually being used when users access your site. You need to verify your website in Google Search Console to start collecting this information. You can then export the data into a spreadsheet and use that to start building your list of relevant keywords. Step 2: Website Search Engine Visibility How well can I find you and what is missing? Now that you have your keywords, check to see how your website ranks for your top keywords. Combine keywords and use Google and Bing to search using these keywords and see where you show up and what pages are showing up. This will answer what you need to add and where you need to add these keywords both in your site coding and within your content. Step 3: Website Structure Analysis Does your website lack the proper items to help your business be visible? How your website is structured has a lot to do with how well you will be indexed in the search engines. Things to look for:
And there are more things to consider. But usually you will need to get your website developer involved in this process. Step 4: Content Review, Organization and Optimization Are you writing content that is relevant to your target audience, easy to find, and optimized for proper indexing by search engines? Content is the foundation of your inbound marketing strategy. In order to attract the right audience to your business, you have to write content that:
Step 5: Social Media Analysis Is your social presence consistent, projecting the same brand and messages? Analyzing your presence on social media sites is about brand consistency, message communication and participation across all sites. Take a hard look at your profiles and make sure you:
You don’t have to be on all social media platforms, but the ones you are on should project a consistent image. Step 6: Reputation Management What do your customers say about you? If you have all great reviews from your customers, that’s awesome. But you can’t please everyone all the time so you may have a negative review or two.
Once we know what is out there, we can create a plan to get more positive reviews, respond to the negative reviews and build a quality brand reputation. Step 7: Competitive Understanding How do you compare to your competitors? Now that you know how you are seen online, compare your results with that of your competition. Review their website and social media profiles for their messages, brand consistency and keyword usage.
This information helps you determine where you should be channeling your marketing efforts. How Visible is Your Business? The visibility of your business is a direct result of your marketing activities. By monitoring your web presence and tracking your progress, you can better understand whether your marketing is working. As you increase your visibility, great things can happen for your business. Did you know that in 2023, more than 50 percent of all holiday sales from Black Friday through Christmas came directly from email marketing? This statistic is a testament to the power of email marketing. As the holiday season approaches, it’s time to gear up and set yourself up for email marketing success. For online retailers and small business owners, the holiday season can be overwhelming. It’s a unique time when email marketing strategies differ greatly from any other time of the year.
Start by reviewing this year’s performance; which campaigns were successful? Which campaigns had lower open rates or actions? Use these insights to establish clear goals and the steps needed to achieve them. Get all your assets – content and creative - ready to go. Standing out is crucial. This is the time to push boundaries and differentiate your brand. Adopt the mindset that boldness and creativity can help your brand rise above all the commotion. The most successful brands build excitement around their holiday offers. Start hyping up your deals now to engage your audience. You can try offering limited-time products as they are a unique concept. In this, you offer something only available in a scarce time window and let that scarcity drive action. Using the same branding during the holiday season as you do year-round can be a missed opportunity to connect with your audience. Just as brick-and-mortar stores decorate for the holidays, e-commerce brands should refresh their creativity to capture that festive spirit. Consider sprucing up your email headers with holiday-themed elements and adding seasonal touches to your designs. These small adjustments may seem minor, but they go a long way in getting your audience into the holiday mindset. Make sure that you do not repeat your content failing to make your campaigns feel special and unique. It’s essential to avoid sending the same message repeatedly. If you struggle with writing fresh content, reuse content and emails that have performed well for you throughout the year. One of the biggest mistakes to make is holding back on email frequency. With inboxes overflowing, your email could easily get lost. Step out of your comfort zone and increase your sending frequency. Use your highest-performing subject lines to grab attention. Revisit subject lines that previously led to high open rates and consider incorporating fun elements like emojis to make your emails stand out. If you are not segmenting your contact list, you may be missing some important opportunities. You shouldn’t always send the same message to everyone. Relevancy is essential. Ensure your messages are customized to your client’s needs. Connecting your content to each customer’s situation goes a long way and requires minimal extra effort. For your existing purchasers and loyal customers, consider offering something special this holiday season. It reminds them that they are appreciated. You can offer them a special that is only available to a specific group and has a countdown to add urgency. Consistency is key - - your email marketing should seamlessly align with your SMS, social media, and website during the holidays. This creates a holistic and unified experience, ensuring customers engage with your brand with clarity and confidence. Don’t let Dec. 25 be the end of your celebration. Immediately start a pre-New Year campaign where the cutoff is Jan. 1. And even though a lot of people want to decrease their spending after Jan. 1, don’t forget those who received gift cards and cash as presents. Struggling with your holiday marketing or email promotions? It’s not too late to call me at 610-405-0633 or email [email protected]  Imagine you are at a show or concert. You receive a simple text message. It’s from a nearby store offering a discount on show merchandise with your ticket stub. You glance at the text, smile, and decide to redeem the discount after the show. The message was quick, personal and timely.
What Is SMS Marketing? SMS marketing, short for Short Message Service marketing, is a direct way for businesses to reach their customers through text messages. It is all about engaging customers with promotions, reminders, and time-sensitive information. In the world of marketing, SMS stands out because it's simple and effective. Companies use it to share promotions, send reminders, announce new products, and even ask for feedback. Why is SMS marketing so popular? Well, nearly everyone has a mobile phone these days, making it a universal marketing tool for businesses. Plus, it's easy to set up and can offer a high return on investment (ROI). Why SMS Marketing is Effective There are many businesses ignoring their Google Business Profile. Google is still the world’s most-visited website. The site currently holds more than 92 percent of the search engine market share. It’s the first place people go to find out information on your business. What type of message are you sending if all your info is outdated or just plain wrong?
If you have a shop, store, restaurant, or small business, you need a Google Business Profile. Set it up now. If you set it up more than six months ago, you need to go and manage it now. Things have changed. Your Google Business Profile shows up on Google searches as well as Google Maps. It’s your one-stop spot where customers can find info about your business, hours, specials, discounts, photos, reviews and more. According to Google, potential customers are 2.7 times more likely to trust your company if you have a complete profile. It will also make it easier for Google to match your business with the right searches. Google uses the information in your profile to determine your search ranking. This is based on relevance, distance, and reputation. The more information Google has, the better your score. Keep in mind the proper keywords when filling out your description. If you’re having trouble, visit Google Trends or Keyword Planner. Use discretion here - - you don’t want to use all the keywords. Too many will cause your ranking to drop and thus fewer search results. Find one or two keywords and gently weave them into your company’s description. Do not skip out on updating your profile. And don’t set it and forget it; that’s a mistake. If you own a retail store, update your page with discounts and promotions. If you own a restaurant, update your menu, and let customers know about upcoming events. The more you update your profile, the more Google will trust your company and elevate your Google ranking. Current photos and videos can also show customers that you have what they are looking for. Respond to Reviews (Good and Bad) Responding to reviews can elevate your business’ visibility and show that you openly engage with your clients, which will build trust in your brand. According to a survey by Google, customers are 1.7 times more likely to trust a business that responds to reviews. This can also be an opportunity to address customer concerns and invite them back to your business. If someone had a negative experience, be upfront and address their concerns. Maybe even invite them back with a special or discount. Get in the practice of asking customers to leave a review. Send them an email or text and then include a link inviting them to highlight their experience. The more reviews you receive and respond to, the better your Google score will be. A word of warning: Don’t use spam tactics or fake reviews. Google is very good at identifying them and may completely erase your profile. It’s okay to get negative reviews. Customers are more likely to trust a business with an average rating of 4.2 - 4.5 than a 5. No business is perfect. A perfect score will raise suspicions. Take Advantage of the Features Google has built in some pretty effective tools. Make sure to alert customers of events, promotions, new products, and social posts. This is also a great way to share blogs. The key is updating regularly. Remember, Google runs the search world. Make sure you are being found.  Workplace bullying is harmful, targeted behavior that happens at work. It might be spiteful, offensive, mocking, or intimidating. It forms a pattern, and it tends to be directed at one person.
Workplace bullying includes:
But criticism meant to intimidate or humiliate would be considered bullying. Existing federal and state laws only protect workers against bullying when it involves physical harm or when the target belongs to a protected group, such as people living with disabilities. Since bullying is often verbal or psychological in nature, it may not always be visible to others. Identifying workplace bullying Bullying can be subtle. One helpful way to identify bullying is to consider how others might view what’s happening. Or, if noticing it to someone else, how you would feel if these things were happening to you. Types of bullying Corporate values and personal values are not the same.
Your business value proposition, or value prop, is a concise statement of the benefits that a company is delivering to customers who buy its products or services. It serves as a declaration of intent, both inside the company and in the marketplace. Almost all companies have value props and aligning your business with your values is a strategic necessity. The importance of values in business Incorporating values into business practices is crucial in today’s economy. A business having a strong value prop and observing its values can create a strong brand identity, ensure customer loyalty, and attract and retain motivated employees. Identifying your core values Identifying and understanding our values, passion, and purpose takes self-discovery. It requires us to examine our beliefs and motivations to gain clarity on what truly matters to us. And that’s only the first step. The journey to aligning your business with your values begins with a clear understanding of those values. Typical values include integrity, innovation, sustainability, and community service. It’s vital to ensure that these values are more than words; they must represent genuine beliefs and commitments. What can cause us, in a corporate environment, to align our beliefs and ethics with corporate ethics? How do we ensure that the corporate version of values is dominant? Integrating values into business strategy Integrating values into the business strategy requires a deliberate approach where every business decision should follow these ethics. This integration can be evident in different forms, such as commitment to fair labor practices and implementing environmentally friendly operations. Building a values-based culture Creating a company culture that symbolizes your values is essential. This involves developing a work environment where employees feel connected to the values and are motivated to act in ways that uphold them. Communicating your values Communication plays a critical role in aligning your business with your values. This involves stating your values in your printed and advertised value prop and then demonstrating them through your actions. The challenges of upholding your values when leading Lading a business with this approach is not without its challenges. There may be times when adhering to your values could impact things such as short-term profitability or employee negative feedback. Leaders must be prepared to make difficult decisions that uphold their values Menstrual health is a crucial workplace concern. It’s time to normalize conversations about menstruation and menstrual health in the workplace to better support women. Why is this important?
Barriers to Career Progression: Despite being a natural part of life, menstruation can act as a barrier to career advancement and overall well-being for many women. In a survey done by the Chartered Institute of Personnel and Development, more than half of respondents have missed work due to menstrual symptoms, yet nearly half of them didn’t disclose the real reason to their managers due to embarrassment or fear of trivialization. Lack of Organizational Support: While employees seek support from their organizations, only around one in 10 actually provide it. Addressing this issue starts with normalizing conversations around menstrual health. Remember, menstruation is a natural part of many employees’ lives, and it shouldn’t hinder success or well-being. Let’s build supportive cultures that recognize and address menstrual health at work. How can workplaces better support menstrual health? Stop Using Derogatory Terms: It is not “that time of the month” and do not refer to women as being “grumpy” or “bitchy” or suggesting that they are because of “that time of the month.” Menstruation is a normal monthly occurrence for all women and should be treated as such: a normal medical occurrence. Implying that it is something to hide or be embarrassed about is just demeaning for all women. Flexible Work Arrangements: Allow employees to adjust their schedules during menstruation if needed. This flexibility can help manage symptoms and reduce stress. Access to Menstrual Products: Ensure that free or affordable menstrual products (such as pads, tampons, or menstrual cups) are available in workplace restrooms. This helps employees feel supported and reduces financial burden. Educational Workshops: Organize workshops or sessions to educate employees about menstrual health, debunk myths, and promote understanding. Knowledge empowers individuals to manage their health effectively. Wellness Programs: Incorporate menstrual health into workplace wellness programs. Consider offering yoga or relaxation sessions specifically designed for this. Private Spaces: Provide private and comfortable spaces for changing menstrual products or managing symptoms. Privacy is essential for employees’ dignity and well-being. Open Conversations: Encourage open conversations about menstruation. Normalize discussions around menstrual health, so employees feel comfortable seeking support when needed. As a manager, rather than ask why an employee calls out sick, offer comforting words of encouragement suggesting ways for the employee to come back to work without feeling undue stress. Supportive Policies: Develop policies that address menstrual health, including sick leave allowances for severe symptoms. Ensure these policies are communicated clearly to all employees. Remember, supporting menstrual health benefits not only women but also contributes to a more inclusive and compassionate workplace for everyone. |
Boost Your BusinessMaria NovakI have over 35 years' experience in Marketing Small Businesses. Categories
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