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Buyer Persona and the Ideal Customer Profile: How They Help Your Sales

June 30, 2022 by Beth Rimmels

“You can’t understand someone until you’ve walked a mile in their shoes.”

To connect with your potential customer base, it’s a smart move to step into their shoes to understand who they are and what they want. But how do you understand the perspective and needs of someone you haven’t even met… yet?

One way of getting to know your ideal customer is to create buyer personas, using the latest research and social media analytics.

What Is A Buyer Persona?

A buyer persona is a detailed description of a fictional person who represents your ideal customer. This profile is based on extensive research about your current and desired customers – including details of who they are and what they want. Data comes from a combination of market research, social media analytics, competitor analysis, and existing customer profiles. A buyer persona also may be referred to as a customer persona, marketing persona, patient persona, or customer avatar.

Buyer personas help businesses create effective marketing strategies. By understanding the customer’s emotional and behavioral triggers, you can identify and prioritize what changes you may need to make to your products or services… as well as to the methods you use to market them. Knowing where potential customers spend their time allows you to direct your marketing efforts and target your messaging to the right channels. It can also help you fine-tune your ad targeting.

What Are The Key Components Of A Buyer Persona?

The elements of buyer personas typically include demographics, interests, behavioral patterns, and any other information that helps you understand your target customer. Thorough buyer personas will include their motivations (goals), frustrations (pain points), and factors that influence their buying decisions.

What Is An Example Of A Customer Persona?

A buyer persona can be simple or incredibly complex – based on your marketing needs, available data, and how much depth you require. An example of a basic customer persona for a hypothetical lawn care service located in Medford, N.Y. might look like this:

Name: BILL

Demographic Info:

Gender: Male

Age: 42

Family Status: Married, 2 Children

Education: B.A., Duke University

Income: $255K/year

Location: Long Island, NY

Bio: Bill is an energy trader, with two young children and a puppy. He is a busy professional whose wife is an attorney. His hobbies include playing chess, reading military history, and collecting watches.

Motivations: Bill enjoys having friends over for poolside barbecues on the weekends, and he wants his yard to look its best.

Frustrations: Bill works long hours and doesn’t have time to do much work in the yard or around the house. He would like to spend more time with his children.

Influences: Bill wants his friends and neighbors to admire his home and yard. He doesn’t watch much television but spends downtime between calls on Facebook or Instagram. When making purchasing decisions, he researches companies thoroughly.

What Is Market Segmentation?

A related method of understanding your customers is market segmentation. This process sections your target market into smaller groups with similar traits – like age, location, income, needs, and interests. These segments are then used to optimize your sales and marketing efforts. Market segmentation allows you to create different strategies for different types of customers, and to personalize your messaging.

While buyer personas highlight the experiences, goals, and motivations of a specific type of individual customer… market segmentation involves categorical classifications of groups of people. Buyer personas can cut across different segments, so segmenting your market is often the first step toward creating effective customer personas.

Efferent Media Helps You Find Your Ideal Customers

Efferent Media uses the latest analytics to create customer personas so you can identify, engage with, and build with your ideal client base. Contact the experts at Efferent Media today to discuss how we can help you make the most effective decisions about your marketing, online presence, and social media.

Filed Under: LEAD GENERATION, SEM

Google Display Advertising – Is It Right for You? Reasons Why

April 14, 2022 by Eileen

Google uses several different networks to distribute its ads. There are two overall primary networks – Search and Display, and each network has a particular way of targeting an end-user. Knowing which network to use for your campaign goals can make your financial investment go further, be more effective, and get a higher return. This blog will examine the Google Display Network, compare it to the Google Search network, and explain the reach, targeting ability, and benefits for advertisers of display ads. 

What are Google Display Ads?

Display ads target a passive audience who may not realize they want to buy your product or engage your services. How is this accomplished? Your dedicated paid ads specialist will target users based on data, including demographic details, users who are already looking for your industry’s services, and users who fit your company’s target persona qualifications.

Display ads use a distribution network consisting of over three million websites and apps, including YouTube and Gmail, to distribute ads to

about 90% of internet users. These ads passively target users based on their browsing history, demographic information, and current interests.   

Search Ads vs. Display Ads

Search ads utilize intent-based, keyword-driven queries to deliver ads across standard search engine result pages (SERPs), Google Maps, and

Shopping. Search ads are shown to users actively looking for your product or service in a time of immediate need. 

Search ads are driven by active intent, whereas display ads are shown to users based on relevant user information. They are primarily text ads, though Shopping ads use images as well. Display network ads can take the form of text ads, video ads, and static image ads. 

Why Display Ads Make Sense

Display ads are an excellent way to reach a targeted audience at an attractive cost to many businesses. While the overall conversion rate for display ads tends to be under 1-2% as a general rule, the reach can be phenomenal, and CPC (cost per click) is so low that the combination gives advertisers far more bang for their buck than search campaigns. Our Google Ads managers have acquired clicks as low as $0.02 for competitive campaigns.

There are many ways that Google display ads can be an asset to your marketing campaign, including – 

  • Creating brand awareness
  • Reaching customers at particular points in the sales funnel
  • Maximizing a limited advertising budget

A strategically astute display campaign, combined with an optimized landing page, can generate non-stop, high quality leads for just about any business.

Get Those Visitors Back with Retargeting

Some of the most valuable display ad campaigns engage in what’s known as retargeting. These ads are geared towards users who have engaged with your website in a particular way, such as visiting a high-value page or not filling out a form. By strategically focusing ads on visitors who have already visited your website, you can ensure that your brand stays visible and relevant as users browse competitor sites or research products and services similar to yours. Retargeting ads can be displayed during different points in the sales funnel to help establish trust and authority in your brand, further building your brand’s relevancy and value. 

Remarketing funnel

A display ad campaign can be your only form of online advertising, although we typically recommend a more well-balanced, combined search and display ads approach. This way, you can target both active and passive users across a pair of robust advertising networks and take advantage of their overlapping reach. 

Display ads are sometimes overlooked because they have a more extended conversion period and don’t always provide the instant gratification of a search campaign. But they can be invaluable when spreading brand awareness, reaching as many users as possible at a highly affordable price point, and establishing a presence in a crowded, competitive market. 

Trust Efferent Media to Manage Your Display Ads

Efferent Media has certified Google Display Ad specialists on staff to help your ad campaign acquire high-quality conversions at an affordable price. Display ads, when correctly leveraged, can become a powerful tool in your marketing campaign. To get started, call Efferent Media today at (631) 867-0900 to schedule a chat with our Google Ads rep and learn how we can help you achieve your marketing goals. 

Filed Under: SEM

Google Ads vs. Facebook Ads – Which is Better for Business?

September 23, 2021 by team efferent

As a business owner, you need to be careful about where to spend your money. Very few companies (especially small businesses) have the luxury of no holds barred spending. When it comes to spending your money on online advertising, there are hundreds of different platforms and programs to consider. The two most well-known are, of course, Google and Facebook. There are advantages and disadvantages to both advertising platforms, and those can vary based on many factors. So which is the so-called better platform? Let’s take a look.

[Read more…]

Filed Under: SEM, SOCIAL MEDIA

Continuing the Conversation: Creating Remarketing Campaigns To Close Window Shoppers

June 24, 2021 by Beth Rimmels

While business owners always hope that prospective customers will see their name or product and buy immediately, that is rarely the case. The sales and marketing term “buyer’s journey” is accurate – most consumers go through a process when selecting a service, product, or business.
[Read more…]

Filed Under: SEM

When Should My Business Start Advertising on LinkedIn?

April 29, 2021 by Joe Czarniecki

Are you thinking about advertising on LinkedIn but you’re not sure whether it’s a good marketing channel for your business? We already know about other social media platforms that offer advertising like Facebook, Twitter, Instagram, Pinterest, Snapchat, and of course, the latest, TikTok. Let’s take a look at some of the key factors to take into consideration when assessing your marketing strategy and considering LinkedIn ads for your business.

[Read more…]

Filed Under: SEM, SOCIAL MEDIA

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