3 Tips to Create Effective Buyer Personas in the Chiropractic Space
If you don't know who your customers are, or what they want from you, you’re wasting your marketing budget. How else are you going to create content that addresses their pain points? All cryotherapy marketing strategies should be based on your customer’s needs. They should speak to your customer’s interests and provide viable solutions. This is where buyer personas come into play.
How to Create Buyer Personas and Improve Profitability
Buyer personas are fictitious people who represent different segments of your ideal customer. There are no limits to the number of personas you should create. The end goal is to create strategies that align with your customer’s needs.
To create effective buyer personas, you should:
Conduct Extensive Audience Research
It’s so easy to assume that you know exactly what your customers want. However, you should never base your strategies on assumptions. You will need to back that up with comprehensive customer research.
Use real data to learn more about your audience. Include traits such as:
Demographics
Social traits
Psychographics
Drill their traits down to their marital status and their most preferred social channel. Just ensure that you create characters that are similar to your actual customers.
Highlight Your Customer’s Pain Points and Goals
Why do customers use your cryotherapy services? What’s their intended outcome? Your customer’s pain points are about the goals and challenges they’re facing. Using this data, you can create marketing strategies that provide them with a viable solution. Keep in mind that targeted ads are 2 times more effective than generic ones.¹
Your customer’s goals, on the other hand, are all about what they’re trying to achieve. If you know your customer’s aspirations you can incorporate this in your marketing and pull in more clients. For instance, assume that the majority of your clients try cryo to “feel more vigilant”. You could create a transparent campaign that highlights that exact/specific feeling using before and after pictures of your cryotherapy customers.
Make sure you assign your persona’s names to make them seem more real. Pro tip: your customer’s pain points have to be in alignment with your cryotherapy services. Their goals, on the other hand, don't have to be.
Create an Image of How Your Cryotherapy Services Can Help
You already know who your customers are and have identified their needs. You now have to use this information to create a wholesome image of your customers. Merge the information collected with your services to provide a solution that your customers can’t say no to.
If your research indicates that the majority of your target audience prefers innovative cryotherapy machines, upgrade your existing ones. Use the information collected to take action!
Leverage the Benefits of Your Cryo Chamber
Buyer personas are the foundation of all sales and marketing strategies. Research has proven that companies whose sales and marketing are aligned enjoy up to 67% more success.² You can’t create sales campaigns if you don't really understand who your customers are. If you don't know their pain points then you also can't offer them solutions. The above tips will help you create buyer personas that pull in new customers and retain existing ones.
Links to sources used
Ads That Don’t Overstep - https://hbr.org/2018/01/ads-that-dont-overstep
The Ultimate Guide to Sales and Marketing - https://blog.hubspot.com/marketing/sales-and-marketing
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