Disruptive Advertising

In this article, we’re going to take a look at what your buyer personas mean to your buyer journey and how to adapt your journey to meet the needs of different personas. * Used to visit the gym every day, but hasn’t used her membership in the past few months-to-years As you can probably imagine, Shy Sally’s road to buying a Peloton may have some elements in common with Busy Britt’s, but their goals and motives are so different that it would be foolish to assume that their buyer journeys will have much in common. To show you how complex the interplay between buyer personas and buyer journeys is, let’s take a look at each of these stages and talk about how Peloton might adapt their strategy in each stage of their buyer journey to the needs and expectations of Sally and Britt. If you aren’t getting in front of the right people in the right place with the right message, they might be aware of your business…but all they’re aware of is that they don’t want what you’re selling.

Now, while that might sound like a daunting task, most of the information in your paid search account can be broken down into three manageable pieces: information about your traffic, information about conversions and information about sales. When it comes to paid search advertising, most marketers tend to focus on traffic-related metrics like impressions, cost-per-click (CPC) or clickthrough-rate (CTR). And, not surprisingly, paid search platforms like Google Ads and Bing Ads are full of traffic-related information: device segmentation data, keyword info, impression share insights, and more. With an 8 percent conversion rate, it doesn’t seem like either of these campaigns are targeting the wrong traffic, but they could probably both benefit from a little conversion rate optimization on their destination pages.

The good news is, after auditing thousands of Google Ads accounts over the past few years, I’ve found that most Google Ads mistakes fall into a few simple categories. While Google Ads is certainly more intent-driven than Display Ads or Facebook Ads, people who search for something on Google and then click on your ads are still on a journey. That guide offers value that is better matched to what these visitors want and can get people into a nurturing email drip designed to get them to choose the advertiser’s business when they’re ready for a moving quote. To try out a different attribution model, click on “Tools” in the Google Ads dashboard, and then choose “Search Attribution.

But here’s the thing, while that’s technically true, there’s a big difference between selling something that people want to buy and actually understanding who your customers are and why they buy. If you’re not familiar with the term, a buyer persona is what it sounds like: a detailed profile of a business’s ideal buyer. Demographics data and traits are great, but if you don’t understand why people buy, it’s going to be hard to motivate more people to make the same choice. your buyer persona’s motivations, you can create a marketing message that will resonate with your target audience.