The Alchemist's Lair
Thoughts on writing, language, life as a freelancer,
and what comes to mind.
and what comes to mind.
Implementing marketing personas in your marketing strategy
Now we went through the key benefits of developing marketing personas for your freelance business and the 7 key questions to create your very own marketing personas, it is time to talk about how can we use marketing personas profiles to enhance our marketing strategy and communication.
As we already said, marketing personas can be quite a powerful tool to boost your marketing efforts, but it is sometimes hard for freelancers to keep up with everything. That's why it can be easier to start implementing marketing personas in everyday activities, improving processes we already perform rather than adding a brand new process we might not have the time to make our own.
1) USE MARKETING PERSONAS TO CREATE TARGETED CONTENT FOR YOUR WEBSITE OR BLOG
Most freelancers heavily rely on their online presence to market their products and services and maximise their reach for prospects. That is why using marketing personas to create persona-specific content can help you boost your visibility. As an example, you could start a business blog series on some aspects of your business which are relevant for the prospect (i.e. articles on frequently asked questions), or maybe provide a business-specific glossary to help new customers to the process of understanding the specific jargon of your market and niche.
2) USE MARKETING PERSONAS TO CREATE TARGETED MARKETING MATERIAL
Marketing personas can be used to create public-specific marketing material and promotional offers - i.e. you could create a persona-specific brochure including an offer dedicated to a specific segment (i.e. architects, PR agencies, or maybe prospects living in your area) or a specific product or service of yours which is specifically relevant for a persona type.
3) USE MARKETING PERSONAS TO DEVELOP A NICHE PRODUCT/SERVICE
This strategy actually sounds more difficult than it is. Sometimes developing a new product or service is just a matter of looking at your offering AND at your prospect's needs differently. If you did your homework right, the marketing personas profiles you created will tell you something valuable about your prospects. As an example, you might find out that persona no. 3 values a quick service and support with their projects - using this information, you could e.g. create a fast-track service for smaller projects, with a quick turnaround, or maybe offer a premium support service for returning customers.
In case you missed them:
3 key benefits of developing marketing personas for your freelance business
7 key questions to develop your own marketing personas