Tag Archives: buyers

No or Incorrect Buyer Personas = Failed Marketing. Really?

Marketing Segmentation

You already know it. Powered by the interactive technologies, the buying process has completely changed and the power has shifted toward the buyer.  The marketer-centric, one-way marketing tactics that focus on pushing out mute marketing messages in the face of the potential customers are increasingly becoming ineffective and more expensive.

The rules have changed. Those of us, who are still confused about the path ahead, it’s time to bid adieu to the “four P’s” of our traditional marketing education and unlearn what marketing tactics used to work a decade or two ago. The modern marketing and sales gyrate only around your Buyer. He’s the hero of the story. No brainer there!

Buyer persona is therefore the key to transform your vague marketing into valuable marketing.

Love this tweet by:

Buyer personas form an indispensable part of the inbound marketing strategy. Without the complete understanding of your buyer persona, marketing team can never create remarkable and tailored content for the buyers in the different stages of the buying process. Basically, the non-existence or buyer personas or the use of an incorrect persona (if at all it’s there) leads to a plothole (as rightly mentioned in the tweet above). And with such a plothole, it’s hard to imagine favorable marketing outcomes.

How no or incorrect buyer personas equal doomed marketing?

  • No/Wrong Buyer personas = Failed Content Strategy

Marketing isn’t art but science. Its success is more rooted in logic than luck. By now, most organizations are convinced about the power of content in marketing today but it still is a top challenge for many marketers. In dearth of documented buyer personas or incorrect buyer personas in place, creating useful and engaging content can be daunting.

These correct personas (entailing the demographics, goals, behavior patterns, motivations, challenges, etc.) and buyer’s journey both are critical tools to ensure that the content produced is relevant to them in their roles and considering the stage of the buying process they’re in. This indeed is a great reason to invest time, resources and effort into researching, identifying patterns and creating compelling personal stories.

One important thing to note here is that if not enough time in invested into creating the buyer persons, this can wreak havoc in the form of incorrect or incomplete profile stories (that are not based on actual data but incorrect assumptions) that can lead to a faulty content strategy.

As per The Changing Face of B2B Marketing study published by Google and Millward Brown Digital in 2015, almost half of all B2B researchers are millennials. Hence, it becomes imperative to give them the content to this young brigade of online researchers where and only when they need it. And, not at the convenience of the marketers. This can only happen when the content developers and marketers have a thorough understanding of their buyer personas.

After spending a decade in the marketing industry and interacting with fellow marketers working at other companies, I find that not many organizations are enthusiastic or are investing in this extremely important exercise. Even after having a full-fledged content team, many companies are still juggling to produce relevant content for their target audience.

Only product-centric collaterals and approach to help sales teams in selling the product at the first few customer interactions are the recipes to disaster. Such marketing is bound to get doomed. Isn’t it?

  •  No/Incorrect Buyer personas = Marketing & Sales Teams Disharmony

One of the most common myths is that creating and consuming buyer personas holds significance only for the marketing team. Only creating buyer persona won’t suffice for the marketing success. Using it across the complete funnel strategy and getting the sales team onboard for using it as soon as you have created can work wonders for your business goals.

Many businesses still face the age old challenge of their marketing and sales teams not getting along, and hence fail to drive meaningful results. In such a scenario, something that can truly drive a successful relationship between the two departments is the buyer persona. The marketing team should be completely aware to whom they’re marketing and the sales department must know to whom they’re selling their products. Only when the two teams are on the same page on this crucial component of the business strategy, can the two teams collaborate meaningfully to drive results that matter.

However, not many organizations take this methodical approach and dive straight into executing the marketing campaigns (focusing on spray and pray approach – email blasts, buying databases, etc.) to support sales teams in their crazy, deals-closing spree. Hence we often get to hear about the huge volumes of irrelevant leads getting passed on to the sales teams by the marketing team. As a result, very often, friction surfaces between the two teams, and there begins the blame game, which is not good for the business as a whole.

  •  No/Incorrect Buyer personas = Poor Targeting

Poor targeting is one of the marketing’s deadly sins.

Segmenting your database is critical to sending tailored messages to your contacts. Though it seems like a tough exercise that involves taking into account too many variables, this is one area that buyer personas can easily simplify. These detailed profile stories offer cues as to what, when and how the messages should be sent to the database. Each persona has a different behavior pattern, the language they use and varied goals and challenges. Hence, each communication should be dealt differently.

If you don’t have that buyer personas developed or have an incorrect one, you fall prey to sending everyone the same thing. Thousands of marketers today do these repeated email blasts, hoping the message would resonate with at least some of them and that they would buy the product. And, the amount of time, resources and effort you put into this interruptive marketing can be counterproductive with your contacts getting annoyed and taking a decision never to engage with your brand.

It’s time to bring it all together with the Buyer Personas

Let’s aspire to be good marketers – marketers who understand their customers and needs. Let’s avoid the hard-sell approach and be helpful to them. Let’s take all the time it needs to build great personas and regularly update as these can change our marketing game – redefine our content and email strategy, the educational topics we can write on and solve their challenges through our remarkable content. If done right, it’s a win-win for everyone within the organization.


Need Tips to Win Bidding War on Freelance Job Websites?

Winning a bid on the freelance job website requires perseverance, intelligence and competence. Although, it’s entirely the buyer’s prerogative to award the project to any freelancer; however, application of some key techniques will increase your chance of winning the bid on the platform manifold.

Do you wish to outpace your competitors in the bidding race?

Freelance job websites are platforms that give access to good freelance projects, executing which a beginner in the field of freelancing can carve a niche for himself in online business. One of the common features on these marketplaces is that freelance professionals can place bids for free on a wide array of projects across varied verticals such as web development, software development, writing & translation, graphic arts & design etc.

Bidding on freelance websites

In this dog-eat-dog competitive scenario, winning bid on a freelance job website is not easy. Even your experience cannot make you win the bid. Numerous buyers and countless bidders! The competition is really fierce.

However, every freelancer has to go through the grueling stage of bidding to win the bid and subsequently the project. So, your bid has to be extraordinary for getting noticed by the buyer. It should not get lost in the swarm of bids by your competitors on the platform.

The following tips may help you win the bid:

  • Update your profile resume

Make an effective profile and update it on a regular basis. It should showcase your experience and skill set matching the job criteria that you plan to bid for. An honest display of your competence will always have an edge over an over-blown resume as the buyer will anyhow come to know about your real attributes. Be expressive while describing your language skills and certifications in the profile.

  • Be convincing and enduring

A beginner might not be able to win the bids initially and soon become frustrated. Don’t be upset! Rather browse through as many projects as you can and be patient. Carry on pursuing the buyers with your bids. As more and more projects keep getting submitted on different freelance websites, you are not too far from grabbing a good project.

  • Place a lower bid if you have just started out

Many freelancers will be competing with you in the race so place a lower bid in the start of your freelancing career as this may help you winning the project. Remember that more projects will fetch you more positive feedback from the buyers that will give a tremendous boost to your ranking on the platform amongst the list of providers. However, the bid should be worth your precious time and effort.

  • Apply with a persuasive Cover letter

Look professional while placing the bid and write apt cover letter that will gain the attention of buyer and make you look perfect for that project. Write a statement that makes you stand out from the crowd and prompts the buyer to hire you immediately for his project. Make him feel that your bid amount is reasonable and turn-around time fast. If you don’t wish to reveal much about your bid, you can make use of Project Message Board, if available. You can negotiate on prices or timelines and attract the buyer thereby maximizing your winning possibilities.

  • Show previous work samples      

    Winning a Bid is not a Herculean task

A buyer will definitely wish to verify your credentials and skill set before selecting your bid. To avoid all confusions and suspicion from the mind of buyer, give him a proof through your previous work samples. Attach a sample assignment that you executed and take care of file format, font size etc while sending it.

  •  Always follow rules

Go through the terms and conditions of the freelance job website before creating the account. Follow all the rules and conventions of the website as this will ensure fraud protection and optimize your chances of winning the project. Don’t play over smart by revealing your contact details in the cover letter as it can ultimately lead to the cancelation of your membership on the platform.

I hope that the above mentioned tips will help you place a competitive bid on the project of your choice and win the project subsequently.

All the best!