What is persona targeting?
It’s the practice of putting your potential customers first and bring them to your company with targeted campaigns based on their wants, needs, and pain points. Through this strategy, you’ll bring your ideal customers to life with personas, a semi-fictional representation based on market research, which helps you frame your marketing strategy.
Why should I segment my customers?
You should bucket your customers into primary job functions — design engineer, buyer, procurement manager, MRO, etc. You can further breakdown by industry and region if need.
What’s an example of a persona for industrial companies?
Penny is a 30-year-old procurement manager at an aerospace company. She’s not an engineer but can read prints and understands the technical aspects. She prefers to use a desktop computer at work and is very active on LinkedIn. Her job looks something like this: After getting the bill of materials from an engineer, she needs to research and contact suppliers, gather technical and product information, including certifications. From there, she’ll put out RFIs after creating a shortlist then negotiates price and delivery before buying the part.
How do I target my different customers?
Let’s use the above example. If Penny is one of your targets, you’ll be sure to have an updated website that shows off your company’s products and services — and make it easy to submit RFQs when she is ready. You could set up targeted LinkedIn ads as part of your social media strategy to drive to your content that’s focused on her industry trends and your capabilities to stay top of mind when she’s ready to buy.