How to Use Personas for Ad Copy and Messaging
Let’s face it – there’s no point in marketing or advertising if you haven’t figured out your buyer persona. Your buyer persona will tell you exactly what you need to say in everything from your headlines to the body of the content. Use it the right way and you can increase the overall effectiveness of your ad targeting.
After all, according to the results of a Zogby Analytics poll, over 40% of respondents said they prefer to see ads that are directly pointed toward their interests. Think about it from their point of view – would you rather see ads for random or everyday products and services, or ones that are directly impact you?
The key to using persona for ad messaging is starting early. Use everything from your website to your social media to target potential customers, customizing it with the exactly message you want them to hear.
The goal should be the same all for the content creators. Each content creator should have a clear idea of your buyer persona and the message you want to give across.
Tell your team to paint a picture of what they imagine to be your generic, go-to client. An example would be Bobby the business owner or Matt the manufacturer. Putting a face to the description will help your team envision the individuals they should go for.
Connecting with personas in a digital world isn’t quite what it used to be. You can incorporate the knowledge of your client and what they want into call scripts and cold calls for your sales team. But since you aren’t in control of the engagement in the digital world, it’s even more important to make your content focused and relevant. Delivering a clear message with a laser-cut meaning is going to set your ad messaging apart from the rest.
Having a crystal clear idea of whom you’re targeting with your ads will make sure you grab potential clients attention. No matter what type of ad, whether it’s on a social media channel or on a billboard, being able to sum up your buyer persona will do all the work for you.
Ideally, after you create your buyer persona, you may have to condense it down in order for it to fit in your ad messaging. If you’re doing a billboard, you will have to pick a sentence or two to perfectly sum up your message. While this might be the hardest part of your marketing and advertising campaign, it’ll be one of the most important steps. It’s your one chance to grab your client’s attention – so make sure you use your buyer persona knowledge to nail it.
Sounds like a pretty in-depth process? It’s a critical process, as well. To ensure your company continues to succeed and makes the most out of its marketing campaigns, Breakthrough is the right solution for you. Not only do we take care of making sure you get the right answers with your buyer persona, but we incorporate it into your marketing and advertising campaigns.
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