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One strategy that you are probably not doing that will improve your new business campaigns

new business strategy Jun 10, 2019

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.”


How to get started

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.

  • Look at your existing client base – what is their background, what kind of company do they work for, are they part of a marketing team or do they own the company, do they have shareholders to report to, what are their challenges.
  • Look at your analytics – often looking at your website analytics can help you build a picture of the kind of people visiting your website. Look for trends in how people find you and consume your content.
  • Involve your team – client services or the project management team will be able to share some insight which give you a really helpful picture of your typical client.
  • Conduct client interviews – you can do this either in person or over the phone, ask questions about their role, a typical day for them, how they find creative agencies, who they report into.

I have created a persona template as part of my Agency PlayBook, which 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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