More Effective Marketing with Buyer Personas

When it comes to marketing, some industries are straightforward while others require special strategies, such as those we find in limousine marketing.

Limousine marketing requires that a very specific clientele is targeted depending on the makeup of your fleet and the types of services you offer.

While some companies offer a service that caters to the wedding market, others concentrate on corporate sedans and SUVs for business travelers, while others specialize in meetings and events, where vans, mini-coaches, and executive motor coaches are typically hired. Therefore, the marketing messages for each type of service must be driven in the right direction from the get-go.

Understanding a Buyer Persona

A "buyer persona" is a semi-fictional representation of what you believe your perfect customer to be. This consists not only of market research but also real data from existing customers. Keep in mind that when creating a buyer persona, several factors have to be considered, including motivations, goals, type of job worked, income level, age range, gender, where the customer lives, and behavior patterns, among other things. The more information you can gather the more effective the buyer persona will be.

Simply put, through extensive market research and taking what you already know about the customers your company serves gives you the opportunity to create a buyer persona. By using the combined information, you gain a better understanding of the niche that needs to be targeted but also understand your current customers' needs as well.

To save the time and effort involved in building a buyer persona and ensure that key pieces of information are never overlooked, you might consider working with a professional marketing company. A prime example is DriveProfit, which is an authority when it comes to limousine marketing. As such, you have confidence knowing the most critical information is being collected.

The right marketing company has expertise in the following areas:

  • Content Marketing
  • Customer Retention
  • Email Marketing
  • Lead Nurturing
  • Mobile Marketing
  • Online Image and Branding
  • Referral Marketing
  • Search Engine Optimization (SEO)
  • Social Media Marketing
  • Website Design

Remember, there is a lot of behind-the-scene work required when creating buyer persona. This includes monitoring social media to see the type of things that potential and existing customers like, share, and want. People's behavior on your limo site needs to be carefully studied to determine what things are being read, watched, or done. Surveys, webinars, and polls to gauge the way people feel about certain ideas and topics are essential.

Key Benefits

There are many benefits to creating a buyer persona, including the following:

  • Building a solid company structure
  • Gaining tremendous insight into your business
  • Creating better alignment throughout the organization
  • Guiding product development
  • Driving more traffic to your website
  • Gaining a higher level of leads
  • Achieving a high visitor-to-customer conversion

Obviously, trying to understand someone simply by reading online posts is impossible, but following social media coupled with all the additional techniques used makes it possible for a good buyer persona to be created. With this, a more realistic picture develops that ultimately helps connect customers emotionally with your limousine company.

Once the outline of the buyer persona is complete, you can address any concerns, make the appropriate changes, build lasting connections, and market more effectively. Your brand language will be designed to speak directly to the very client being targeted.

DriveProfit's senior marketing team has more than three decades of marketing experience and specializes in developing marketing programs for operators in the chauffeured transportation industry. If your limo marketing efforts are not getting the results you’d like to see, our team is standing by to help you boost your ROI. For details, please contact the professionals at DriveProfit today at 203.426.7780 or email us at info@driveprofit.com.

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Posted on Jul 20 2015

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More Effective Marketing with Buyer Personas

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