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Have you ever pulled letters generically addressed to “Current Resident” from your mailbox, only to discard these impersonal solicitations moments later? A poorly crafted landing page — the page where you enter a given website — can leave your potential shoppers feeling the same way if your message is too broad.
A personalized landing page can show your visitors that you recognize their unique characteristics. It helps you appeal to their specific needs, while increasing your bottom line. But before you can get started, it’s important to envision and create personas that embody the people you’re trying to reach.
For marketing purposes, personas are specific representations of your target audience based on research and data you have about existing shoppers. Consider the behavioral patterns, goals, and motivations of your target audience when creating shopper personas to narrow down exactly who they are.
Let’s pretend that you create and sell essential oils using bark, herbs, and leaves from various plants. Two of your marketing personas might include the following:
- College Student/Young Adult: Young shoppers who like unique scents to use in the bath, as personal fragrances, or to provide a nice aroma in their dorm or home. They also like essential oils because they aren’t as expensive as designer fragrances.
- Health Enthusiast: Middle-aged shoppers who use essential oils for aromatherapy or to manage pain and stress, particularly those dealing with chronic illnesses. For example, this individual may be interested in lavender oil to help alleviate migraines.
Think about how you might market your essential oils to each of these personas. For the college student, your approach might be to lower the prices of fragrances you’ve just launched. For the health enthusiast, your best move may be to feature testimonials espousing how your oils have helped previous shoppers take control over their pain and stress.
Not only do personas provide insights into your user base, but they also help hone your marketing efforts. Pitching to those most likely to buy your products or services with such specificity can increase your leads, grow your audience, and boost your conversion rate.
Personas can be created using information gathered through interviews, focus groups, surveys, and more. You will already know some of the details because you’re likely to be one of your own shoppers — so think about why you, personally, like your product or service. What about it matters to you? Which persona would you fall under?
When putting personas together, remember to account for all existing and prospective shoppers, as well as those who could eventually become part of your target audience.
Once you’ve identified and outlined unique personas, it’s time to use that information to propel your marketing. One effective way to do that is through customized pages on your site, tailored to these specific personas.
When one of your personas lands on a specific page targeted to them, you provide a personalized experience through content and offer a clear action to take — whether that’s buying a specific item, subscribing to your newsletter, or any other call to action (CTA), as listed by HubSpot.
Continuing with the essential oils example above, perhaps you create a Facebook ad offering free samples of your latest product and target it at your college student persona. When a visitor clicks on that ad, they’re taken to the page on your site that you created just for them. The CTA you use on that page might be a form requesting free samples, but also asks if they’d like to be included in your mailing list.
You would also create different ads for your other personas, each one taking the visitor to a different page with offers, incentives, and CTAs designed with them in mind. Remember, the goal behind each personalized page is to direct the visitors’ attention to the products or services that are most relevant to them, as opposed to letting them wander around and, eventually, leave your site.
With so much competition out there, it’s not enough to put your products and services on your website and expect shoppers to figure out the rest. By identifying your marketing personas and crafting personalized pages for these personas on your site, you can guide your audience’s decisions while giving them the information they came for.