The cornerstone of any Google Ads marketing approach is your buyer personas, especially if your looking for ROI over traffic. It’s important to understand who your consumers are, their interests, and where they spend most of their time in order to convey the perfect marketing message and or create the right targets to get your Ads in front of. To be successful in marketing, one has to remember that all parts of every marketing design and messaging are influenced by buyer personas.
While the word “persona” in the term is often misinterpreted, buyer personas are really just a “profile” of your prospective customer(s) or target demographic. Its goal is to assist you in creating a better-focused marketing message for your ideal consumers. Not to mention, a fresh, low-information consumer will have quite distinct objections than an experienced, high-information customer.
If you don’t know what your customers want from you or when they want it or you don’t know what issues they have with your products, how can you provide them with what they want? How can you generate more sales? – PPC Land
In other words, some customers are just interested in your product while some will actually make a purchase. A buyer persona helps in identifying these variations by accurately profiling each customer. For instance, if you’re selling a specific product, you could have a few buyer personas to target:
- Those who have experience using similar products to what you are selling.
- Those who have never used the product before.
- Those who are always tyre kickers.
- Those who want to buy, but have some type of reservation.
- Those that you can get over the line by pointing out issues your product does not have / points of difference.
- and more..
Even though there are no definitive rules about what to include and exclude in buyer personas, it is a smart option to mention the following factors:
- Information about the demographics
- Communication preferences
- Difficulties and individual goals
- Typical objections
- Describe your solution
There’s no limit to creating buyer personas as long as you need them. In fact, a multinational company, such as Amazon, may have hundreds, if not thousands, of buyer personas. Moreover, creating buyer personas is a time-consuming process. You must collect demographic information, conduct consumer interviews, and research your target market.
Utilising Buyer Personas in Landing Pages
The majority of the online landing page advice focuses on making functional adjustments to your text, CTAs, headlines, and forms to improve conversions.
What this advice leaves out is why particular content or CTAs work better for different types of visitors. Utilising buyer personas in landing pages entails altering the design, copy, and content of a landing page to address the requirements, fulfil the demands, and overcome the challenges of each unique persona.
For example, if you’re targeting C-level executives at major corporations, your text and design would be significantly different than if you’re targeting startup owners. This is because the demands and objections of a C-level executive differ significantly from those of a startup owner. Leveraging buyer personas on your landing pages entails tailoring your design and content to each of their unique needs.
How Buyer Personas Affect Landing Pages
You’re actually damaging your conversion rates if you’re using the same landing page design for all of your buyer personas. After all, various personas react differently to diverse design choices, to the point where designers have coined the phrase “design personas.”
The diversity of your buyer personas will determine the volatility of your persona-specific designs. For instance, you’ll need a range of designs if you’re marketing to both 70-year-old seniors and 18-year-old college freshmen.
Of course, most firms do not have such a large client base. However, making a few little design adjustments to your landing page may have a big impact on your potential and existing customers.
To help you get the best results, here are several points to consider:
Address and Solve Usability Issues
You want to create landing pages that are easy to utilise for all of your buyer personas. Therefore, the first step is to address usability difficulties that arise as a result of disparities in personas and online usage patterns. If you’re targeting an older persona, for example, a smaller font or CTA may be tough for them to read. This UX problem may be solved by increasing the text size.
When assessing your design options, keep the following in mind:
- Smaller letter sizes might be harder to read for older people.
- While ‘hamburger’ menus may be intuitive to younger personas, they might be perplexing to elderly users.
- Use a mobile-first landing page design if your persona visits the web predominantly through a mobile device.
- When creating landing pages, keep the screen size of the persona in mind.
Younger people who have spent their entire life using computers will feel more at ease with fewer instructions on a landing page. However, to direct them towards finishing a form, older users will require more detailed guidance and more evident design choices.
Additionally, take note that a highly motivated user is more likely to provide more information compared to uninspired users. This is why it is important to change the design of your landing page to reflect your persona’s experiences and interest level.
Your colour selections have an impact on how people perceive your brand. Although the effect is minor (from a psychological standpoint), it can have a significant influence on conversion rates, especially if you use colours that are oversaturated for certain personas.
When picking colours, there are three factors to keep in mind:
- Age-related colour bias is a thing. Younger people like colours that are warm and vibrant, such as red. Cooler hues, such as blue and green, are preferred by the elderly. Using age-appropriate colours for various personas might create the impression that you are aware of their needs.
- Gender bias in colour choices. In addition to age, there is a gender bias in colour choices. Use a gender-specific colour on your landing pages if at all possible.
- Colour psychology states that various colours affect how individuals see an object in unique ways. If you want to portray credibility and reliability to low-information, low-confidence first-time consumers, you can use the colour blue. If you want to focus on action and optimism, you can use the colours red or yellow.
Basically, strive to choose colours that are appropriate for the buyer’s age and demography and address any concerns the persona may have (whether spoken or unspoken).
Using a persona-specific graphic is the simplest method to identify a persona. To put it another way, choose an image that utilises a model that the persona can relate to (same age, gender, even outfit, etc.), or you could also indicate a feeling or action that you wish the persona to experience.
Matching Copy and Content to Persona Demands
Customers will not always react to the same material. A soft sale could work for highly driven customers, but it won’t work for those who aren’t.
Here are some tips to pay attention to:
- While informal, whimsical content may appeal to younger readers, it may have the opposite impact on senior users.
- High-level decision-makers in conservative sectors require more honest, credible content than consumers in more youthful industries.
- Buyers that are more driven require less selling. For less motivated clients, the situation is the total opposite. Change the length, tone, and assertiveness of your content as needed.
- Interviewing your clients and using their own quotations on your landing pages is one method to ensure that your text connects with your personas.
Interviewing your clients and using their own quotations on your landing pages is one method to ensure that your content connects with your personas. Also, take note that each persona will have its own set of standards and objections. Therefore, change the content on your landing page to answer these persona-specific objections throughout the customisation process. You can also determine the fundamental objections of each of your personas. Then, on the landing page, modify your content to answer those specific issues.
What are Trust Markers?
Anything that communicates trustworthiness and reliability to a potential client is referred to as a “trust marker.” The following are some examples of trust markers:
- Industry awards
- The number of current customers
Your personas’ reactions to various trust markers aren’t always consistent. This is why you must tailor your trust markers to each of your persona’s needs. In other words, you have to make sure that you are utilising the appropriate markers and avoid assuming that each will works the same way as the others.
A product can be marketed in a variety of ways. However, the “positioning” will always determined if they will purchase it or not. Your positioning should ideally match the requirements and desires of your buyer personas.
For example, if you’re launching a new product, you can highlight the message to suit the following personas:
- Customers seeking to increase their efficiency can benefit from your product’s unique features.
- Customers that are fed up with their current solution’s lack of dependability
- Convenience for new clients interested in trying out the new product for the first time or for established customers who are tired of their undependable tools.
Identifying your buyer personas is essential. Not to mention, your target personas can influence everything you do, from your ad copy to your design. And because landing pages are such an essential part of your marketing funnel, it’s critical to have buyer personas on them.