Apr 20

3 Steps To Build A Buyer Persona

Posted by BMT Micro

Reading Time: 4 minutes

 

One of the easiest (and biggest) mistakes a company can make is to dive into selling without figuring out exactly who they are selling to. Although it may seem like an unnecessary step, creating a buyer persona is key to helping you maximize sales and promote your company’s product or service. Here are 3 steps to help you understand how to create and define a buyer persona.

What is a buyer persona? A buyer persona is the ideal customer for your business. Creating a buyer persona allows to you customize your advertising and marketing efforts to target the customers most likely to purchase your products. You can have several buyer personas, but make sure to keep the number small (preferably under 5) so you keep your marketing more personalized. The amount of information you collect about your buyer persona varies from company to company. For example, some companies want to know things such as a buyer personas hobbies, relationship status, and personal goals, while others are more focused on just the basics such as income, gender, and career field.

In addition to buyer personas, it is good to create negative personas. A negative persona is the opposite of a buyer persona. The negative persona is the type of customer that represents the type of customer you do not want, likely someone who will take your time but not purchase your product. By identifying these customers, your sales and marketing team will be able to work to ensure they are spending their budget in the best way they can, and have a basis for what to be cautious of in a customer. Some signs of a negative persona are customers whose income bracket is lower than what they would need to afford your product, someone who is an avid fan of a competitor and is already using their product, or someone who is outside of your geographic region. However, some of these negative personas will still want to interact with your social media accounts, and can become big advocates for your brand, even if they themselves do not purchase from you. This will also give you more access to their followers, as customers tend to trust the opinion of people they know over a marketing campaign.

How to create a buyer persona: To create the persona of your ideal customer, start with broad topics and narrow them down. If you have an established company, researching your existing customer base is a good place to start. Since these are all people who have already interacted with and purchased from your company, there is a good chance that some of them exemplify traits of your ideal customer. Send them an email asking them to complete a short survey to evaluate what they enjoyed about shopping with you, as well as what they think could use some improvement.

If you do not have an established company, you will need to do a little more research while creating your buyer persona. It is important to take into consideration the buyer persona’s age, gender, psychographics, location, income, education level, buying motivations, and buying concerns. Visiting a competitor’s website and seeing what is and is not working for them is another good trick to help you create your ideal customer. Also keep in mind communication preferences and give them options if possible- for example, some customers might prefer a short text message with a link rather than an email.

It is important to remember that your buyer persona is not set in stone. Especially for newer companies, the buyer personas will be based largely on research and guesses. The more developed your company becomes, the more you can evolve your ideal customer. Don’t be afraid to continue updating as you learn more to make sure that you are targeting the best potential customer.

How to use a buyer persona: Many websites have templates to help you create a buyer persona. You can use silly names such as Marketing Millie, Sample Sally or College Student Calvin to get started pinpointing your ideal customer. Then you will add all of their information you wish you take into consideration into the template. For example, say you were trying to promote a new energy drink. You know college students love drinking energy drinks to help them stay alert while studying and participating in extracurricular activities, so you decide to target that demographic. You use College Student Calvin as your buyer persona. College Student Calvin is between the ages of 18-25. He lives in the United States and loves being active, as well as keeping up good grades. He works a part time job when he is not in class so his income level is fairly low. His buying motivation would be getting some extra energy without a crash, having an energy drink that is tasty, and ingredients that are natural and will not be harmful to his body. His buying concerns would be the price and accessibility of finding the drink. With this information, you would be able to create and ad that would let him know your drink has all of the qualities he is looking for while addressing his concerns.

While it might seem like a lot of work to create a buyer persona, it will make your targeted marketing campaign much more effective and save you time and money in the long run. Remember to continue to evaluate and update your buyer persona and your customer base grows and your company continues to develop. By following these steps, you will have excellent targeting content to increase ROI and engagement in no time.

Mar 30
Reading Time: 3 minutes

 

With so many ways to market your company these days, it’s no wonder email often gets overlooked. However, a 2018 Radicati Group study showed that there are more regular email users than ever before. Smartphones have made email an easy and accessible way for people to communicate. 91% of email users check their inbox on a daily basis, making it a great opportunity for lead generation. Here are 5 tips on how to make your emails great.

Be mobile friendly: As mentioned, the rise of smartphones has helped contribute to the success of email. If a potential customer cannot access the email from his or her phone, there is a high risk of them deleting the email without reading it, rather than reading it later from a computer. Luckily, most providers make it easy to optimize emails for mobile phones. Many email marketing services, like MailChimp, even allow you to preview how your email will look in different inboxes and on different devices.

Personalize: Customers are much more likely to open an email that is personalized. Putting a greeting with their name in the subject line is an easy way to catch a customer’s attention. Another good tip is to send the email from a personal email address, instead of a generic email address (for example. johndoe@yourcompany.com rather than noreply@yourcompany.com). Make sure to sign the email with the name of the team member who wrote it for the finishing touch.

Don’t over-email: Customers should be excited to see what new products, upgrades, and deals you have, but if they are constantly being bombarded, they are unlikely to keep opening your emails. An easy solution is to decide how often you want to send out emails, and to make it clear to the customer as they are signing up for your mailing list, so they are not blindsided by a flooded inbox. Another fix is to allow them to change how often they would like to receive emails, or an “opt-down” option.

Have a call-to-action button: Having a call-to-action button, or CTA as they are commonly referred to, helps increase the click-through rate by giving the reader a clear direction to take. You should take into consideration things such as size, design, color, and white space when designing your CTA. Customers are also more likely to click the CTA if you emphasize that they are learning more about the product, rather than asking them to buy or download it right away.

Make sure to track ROI: Tracking ROI helps you learn what content resonated with your customers. It is important to know how many conversions you are getting so you can change and improve your email campaigns to better suit your customers. Things to look for in tracking ROI are click-through rate (the percentage of links clicked in the sent email), conversion rate (the amount of people who completed the call-to-action), bounce rate (how many emails did not get delivered), list growth rate (how fast your email list is growing), email sharing (how many people shared on social networks or forwarded the email to someone they know), and total ROI (the amount of money earned vs spent on the email campaign). Open rate is something that many marketers keep track of as well, however, it has shown to be misleading. Once the customer opens the email, they also have to allow all images to be shown to count as “opened”.

Using email marketing properly can help boost your company's sales quickly 
and easily.  Make sure you're smart about what metrics you are tracking, 
what content your audience likes and your overall ROI goals, and you will be on
the right track to email success.
Mar 23
Reading Time: 3 minutes

 

Imagine having a way to quickly increase your company’s website traffic, brand recognition, and even sales- for free! With Social Media Marketing, you can do just that. Here are 4 of the best platforms to join:

1)Facebook: Facebook has over 2 billion monthly users, driving 25% of social media referral traffic. By creating a Facebook page for your business, you are not only able to list all of your company’s information in one place (such as contact information, a website link, and business hours) but you have a place where customers can interact with you directly through posts and messages. As a bonus, if a customer shares a post or “likes” your page, it is automatically shared with their network, reaching thousands of potential new customers for you, with no effort on your part! Businesses can also run advertisements on Facebook for a specialized price, based off of your budget and target audience.

2)Twitter: While traditionally Twitter was known for having a younger audience, that has changed in the past few years. Since Twitter is a way to get quick, immediate update, companies have started utilizing the platform to reach audiences of all ages. Studies have shown that 47% of people who follow a business on Twitter visit the brand’s website. Tweets are also a great way to get a message out to a large audience quickly. Similar to Facebook’s “like” feature, Twitter allows you to share tweets to your own network by liking, quoting (an easy way to tag a friend in a tweet you would like to share with them) or “re-tweeting” (re-posting the tweet to your own timeline). In addition to simply tweeting, you can pay to run a Twitter campaign featuring a promoted tweet or profile.

3)Pinterest: This platform is unique in that it primarily targets women. However, with 175 million active users, it is not one to overlook. One of the best things about Pinterest ads is that they do not distract or annoy users, since they blend in with pins the potential customer is already looking at. Because of this, the audience on Pinterest is very receptive to shop external websites. With everything from financial tips to travel planning to recipes, Pinterest is grounds to a wide variety of information, making it a great fit for most companies. To excel in Pinterest advertising, make sure that your pins line up with what is on-trend and are very detailed in the description and hashtags. Don’t forget to engage with your audience as well and have some “fun” boards (such as style, treats, or DIY crafts) to expand your reach and make your account more pleasurable to follow.

4)LinkedIn: Often described as “Facebook for jobs”, LinkedIn is a perfect place to show off your company and what sets you apart from your competition in a professional setting. With 75% of users making over $50,000 a year, this platform attracts users with the highest disposable income. Typically, LinkedIn users are looking to expand their professional network or to learn more about a certain field, making them a good target audience. There are three types of LinkedIn ads: Sponsored content, Sponsored InMail, and Text Ads. LinkedIn has a guide to help you choose which type of ad is best depending on the type of audience you want to reach (advertise to a wide group of professionals, send personalized messages, etc). They even have a Campaign Manager feature to help you utilize your ads in the best possible way for your business.

BMT Micro can help you provide a speedy, reliable payment process for all of the new customers you get using these social media tips. If you would like more information about our platform, you can sign up here or email vendors@bmtmicro.com. And make sure to check out our Facebook, Twitter, Pinterest, and LinkedIn pages.

 

 

Mar 16
Reading Time: 3 minutes

Most of us will celebrate the Irish holiday, St. Patrick’s Day, this weekend by wearing green and feasting on corned beef and cabbage. Others may commemorate the holiday by searching for the rumored pot of gold at the end of a rainbow. Although, when you invest with BMT Micro, it is simple to find your pot of gold at the end of our rainbow.

BMT Micro can help lead the way to your own personal pot of gold by handling all of your payment processing over our secure sites. BMT Micro gives you the ability to offer your customers various payment options. Offering multiple payment methods is especially important in today’s day and age. If a payment option is unavailable that your customer prefers or is comfortable using, it is more likely they will abandon their cart, causing you to miss a sale. Setting up different payment options can be difficult for individual vendors. It typically involves a long, complicated process of compliance with banks and/or other applicable rules and regulations. This can lead to a barrier on your payment rainbow. Using a company like BMT Micro who offers many methods of payments including ten different credit card types, PayPal, Amazon Payments, Money Orders/Cashier Checks (US Funds Only), Visa/MC Debit Card (UK Debit Cards), paysafecard, or wire transfers in Euros can be very beneficial. BMT Micro can help lead the way down your payment rainbow by increasing your sales and reducing your cart abandonment.

You can also follow your payment rainbow globally to expand your pot of gold. The internet has allowed companies the access to international markets, creating a global presence for businesses. Localizing and expanding your international reach is beneficial when you are looking to increase your number of customers and profit. To expand your pot of gold in this sense, it is easiest to use a reliable company like BMT Micro to handle the International transactions for you. International laws can vary, some may be lenient with international consumerism but others may be very strict. When selling internationally you need to be able to adjust quickly to varying exchange rates and adhere to international taxes, tariffs, and fees. BMT Micro can offer a simple solution and handle all of this for you!

It is essential for eCommerce companies to protect their site, and more importantly, their customer’s sensitive information. Using a payment processor like BMT Micro can also save you the time and the expense necessary to keep fraud to a minimum and your customer’s information safe. BMT Micro adheres to all Payment Card Industry Data Security Standards so you can concentrate on your products and customers, knowing their information is safe and secure. We maintain PCI compliance and are scanned quarterly for both PCI compliance and network security. With BMT Micro, there is no need to dig into your personal pot of gold to purchase an expensive shopping cart system. BMT Micro’s proprietary shopping cart system is versatile and robust. In addition to the shopping cart, all BMT Micro servers are fully secured and host all shopping carts using the highest encryption standards available. There is no need to worry about the expense of a secure certificate with BMT Micro! Are you still looking for your pot of gold at the end of your payment rainbow? What are you waiting for? Signing up with BMT Micro does not cost you a penny.  There are absolutely no startup fees or hidden charges.  Best of all, you can begin selling almost right away!  Here at BMT Micro, our number one focus is on our vendors and their customers being satisfied.  We strive to continue to protect you from any threat, as well as be innovative to keep you ahead of your competition.  We are here to help lead the way down your payment rainbow to your own personal pot of gold!


		
Feb 23
Reading Time: 2 minutes

When it comes to buying online, there is a reason that 7 out of 10 shopping carts are abandoned. Slow load time, tedious information entry, and limited payment options are all fairly basic errors that can drive away customers and steal revenue. The good news – most checkout issues are relatively easy to fix.

Once a customer has committed to buying a product on your website, it’s your job is to get them through checkout as quickly as possible (with minimal pauses, interruptions, or anything that might give them time to reconsider their buying decision). Here are a few actionable tips to streamline your site’s checkout experience that help improve your conversion rates.

Ensure A Clear Route to Purchase
As customers approach checkout, try not to bombard them with too much information or confusing options that may stall their progress. Your site should be free of obstacles or complicated navigation. It’s also beneficial to focus on keeping continuity throughout the checkout process.

Remove All Unnecessary Distractions & Reduce the Number of Clicks
During the checkout process, it’s important to reduce the number of clicks required to make a purchase and remove any unnecessary steps. Removing these elements can decrease loading time, reduce friction and optimize your checkout page. It’s also important to use simple, easy-to-understand words that provide a clear path for your shoppers to follow through your shopping cart to finalizing their order.

Optimize the Payment Process
A clear and streamlined checkout process should be followed by a quick and easy payment process. To optimize your payment process, make sure you are researching your target audience to gain key insights into their preferred payment methods and preferences. Limiting your customers to one payment option can have a serious impact on your bottom line.

A clear and streamlined checkout process can lead to more conversions and happier customers. Take the time to identify every possible area where friction can be reduced and your checkout page can be optimized.

Partnering with a trusted and well-established e-commerce company, like BMT Micro, can also save your online business the time and hassle of dealing with checkout issues. We provide shopping carts with highly customized programming depending on your specific requirements. If you would like to learn more or if you have any questions about BMT Micro’s offerings please contact our vendor services at vendors@bmtmicro.com.