We are increasingly aware of how customers are looking to get the best price for the best product, but how can us online marketers ensure that we reach these potential purchasers and get under the skin of what really motivates their buying habits?
We need to go back to basics and forget about the traditional demographics which have influenced marketing campaigns for years. Of course age, sex, income and marital status are important but what you really need to think about is who are your target customers, what influences their spending decisions and which sites do they visit during their spending journey?
Its time to get personal and the answer lies in creating personas…
Personas are fictional characters. They take on identities and represent your customers by their buying trends and search habits. The persona will put a human face to data and create something that can seem real and familiar. Ideal online customers are no longer just ABC1’s, they are individuals sat in front of their computer, researching their next purchase.
It’s a myth that Search Engine Optimisation (SEO) is ridiculously difficult and for the professionals only. Anyone who can build a website has the ability to implement basic SEO recommendations to make sure their site is optimised for both the search engines, as well as for site visitors from a usability point of view.