Strategies to understand your customer, what is the buyer persona?
When it comes to digital marketing, it is crucial to fully understand what the profile of each member of your target audience is. You have to fully understand what their aspirations are, what motivates them to buy something, and what might keep them from buying it. For a business to succeed, it is essential to attract high quality leads and convert them into satisfied customers.
But how do we achieve this? The answer is simple, have the right strategy to understand your customer, all through the buyer and user. Today's buyers only pay attention to marketing messages that are fully personalized and tailored to unique experiences. The buyer strategy is a key way to address that consumer need, while optimizing the marketing and sales process so that time is spent only on the prospects most likely to convert.
As hotel marketers, you may already have an idea of who your audience is and where you can find them. Aspects such as location, offers, nightly rates and customer service are decisive factors in the decision-making process and, therefore, in the formula for determining who your customer or buyer persona is. Now, the most important question: What is a buyer or user?
What is a buyer persona, and how do I identify it?
The buyer persona is a representation of the ideal guest of a hotel, and you are probably wondering, what is the purpose of identifying the buyer persona of your hotel?
Identifying the buyer persona will not only help you to customize services according to the specific needs of your guests, but it is also a fundamental basis for your marketing campaigns.
A clear and specific customer profile makes it not only easier to effectively target the right place at the right time, but also more efficient to apply your marketing budget to the results.
How to identify the buyer persona for my hotel website?
This is the key time to ask yourself questions such as: what is the type of people who book the most? What do they think about? What are their tastes? It is advisable to start with two or three buyer personas and give each of them a name or identity. After making this buyer persona, it is important to use this information in the marketing campaigns you develop. It is also necessary to adapt the buying process and the content marketing strategy to place the user in the purchase funnel.
What should you think about when making your buyer persona?
Location
Age
Family members
Gender
Salary/household income
Interests
Main objective (relevant to your hotel)
Values
Previous experiences with hotels
Problems and frustrations in booking vacations and hotels; and their respective solutions.
All this data, you can obtain by interviewing your customers, doing surveys within the hotel, or sending them via mail, but don't forget to take a look behind the digital curtains of your website; we mean to perform a thorough analysis of your website.
This way, you will be able to learn things like:
Where your potential hotel guests are coming from.
How long they have stayed on your website
What keywords have led them to you
How long they spend on certain pages
Now you know how powerful a buyer persona can be, how it will affect your hotel's sales, and you've even learned a bit about how to create one. However, the buyer persona is only a tool to improve marketing communication and targeting. What really counts is how you use the information gathered to improve your hotel marketing.
Determine your segments with some given indications and if it is not clear enough you can always count on Axovia to help you improve your results.
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