One strategy that many agencies forget about when it comes to their own marketing and new business efforts is audience profiling.
"Understanding the differences between your audiences is essential for getting messaging right"
Something you know right but probably aren’t doing ;-)
Building personas for your core audience can help improve your marketing and new business efforts. Its means that you can be more focused on creating messages that are relevant to and that resonate with your audience.
According to Hubspot, the definition of a buyer persona is: “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”
For agencies, I recommend you create between 3-5 buyer personas. There should be clear differences between each persona so start by creating one persona first based on your best client.
The strongest buyer personas are based on insight and market research.
I have created a persona template you can use to get you started which you can download here.
One final thought is that you can do the above but in reverse to create a negative buyer personas – identifying the type of client you DON’T want. What characteristics do they have? When you have done this go through your database and remove those that don’t fit your persona.
As always I hope you have found this post useful, if you would like feedback on your own personas, please don’t hesitate to get in touch. I’d love to help.
Grab your free copy to my New Business Campaign Plan for Agencies: https://www.lucysnellonline.com/p/free-plan
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