5WPR CEO Dara Busch Public Relations Blog

Identifying Ideal Customers

Dara Busch, 5WPR on November 18, 2022

Many companies in the B2B industry tend to have a difficult time getting potential consumers to convert, however, when using the right strategies, they too can succeed. The best way for these types of companies to get consumers to convert is by figuring out their ideal customers, also known as the buyer persona, and honing in on their interests, values, pain points, and more.

Buyer persona

A buyer persona is a simple profile of a company’s target audience that is made up of their demographics, psychographics, purchasing behaviors, values, pain points, and more. The reason why companies need to know who their ideal customers are is because of the fact that this type of analysis can help businesses get a better understanding of their target audience, which then, in turn, helps them to create more personalized communication efforts and offers for those customers. In fact, these days, over 70% of customers these days expect companies to provide them with personalized experiences according to their interests, and when they are being treated as people instead of data points, they’re a lot more likely to do business with that company. All of these reasons and more are why companies should conduct audience research and create buyer personas for each segment of their target audience, and learn about that audience in detail.

Tools

Once a company conducts audience research and creates buyer personas for each segment of that audience, it’s time to bring each one of those buyer personas to life by creating a story around them and their lives, and even giving them names. Companies can also create visual designs of their buyer personas and share that information with the rest of their teams across various departments to keep everyone on the same page. However, at the end of the day, it’s important for businesses to remember that these types of buyer personas tend to change or evolve over longer periods of time, just as peoples’ interests, habits, and purchasing behaviors tend to change throughout their lives.

All of this means that companies should be conducting audience research and learning more and more about their target audience, as well as creating buyer personas for each segment of the target audience on a regular basis, to be able to keep up with the changes in their behaviors and interests and keep those consumers coming back for more. One of the best ways for companies to do all that is by consistently having an open line of communication with the customers to stay on top of all of the changes in their demographic, psychographics, and more, along with any industry news and trends to ensure that the company and its communication efforts remain relevant to the customers.

Creating Effective Sales Pages

Dara Busch, 5WPR on November 14, 2022

Put simply, sales pages are quite similar to landing pages, and many companies consider them to be a subset of landing pages. However, on most types of landing pages, the main goal that companies have is to generate more leads, while on sales pages, it’s to get potential consumers to make a purchasing decision. With a landing page, companies make the first impression on potential consumers and start developing a trusting relationship while educating those customers, and the company should be directing those same customers when they’re ready to make a purchase to the sales page. Companies that want to create more effective sales pages need to know all of the different elements that go into creating such a page.

Title

The first step that companies need to take when creating an effective sales page is to create a title that’s going to be catchy. That means making the titles longer compared to regular landing page titles to hook the readers in and keep their attention. To do that, the title should be a short statement or a single sentence that consumers will read and immediately understand what they can get from the offer that the company is presenting them with. The best way to create this type of title is for companies to figure out the biggest change or benefit that consumers can get when they purchase the solution and put the answer as the title.

Benefits

Most companies tend to focus on the features that their solutions have on a sales page, instead of focusing on the benefits that the consumers can get. However, it’s important for companies to distinguish between the fact that their solutions provide their customers with features, and the reason why consumers make purchases is because of the benefits that they will get from those features. All this means that the benefits are going to be a lot more interesting to consumers compared to the features, which is why companies should be focusing on them instead of the features. Then, if a company wants to include the features as well, it should turn each one of the features of the solution into an advantage for the consumers.

Reviews

One of the best ways for companies to get more people to convert with a sales page is by including social proof on those sales pages, in the form of customer reviews and testimonials. In fact, according to research, nearly 90% of consumers tend to trust other people’s reviews online in a similar way that they trust the recommendations that they get from friends and family. Showing potential consumers that other people have trusted the business, made a purchase, and were satisfied with their purchases is simply showing that the company can be trusted, while also showcasing to the potential consumers all of the benefits and advantages that they can get from the perspective of another customer.

Marketing strategies for healthy foods

Dara Busch, 5WPR on November 7, 2022

Consumers now prefer healthy foods to sugary drinks and junk food. Gluten free and vegan food are becoming increasingly popular and people seek such products when they make such informed decisions. People are willing to pay more money for healthier food options for food that is made of healthier options. A brand that wants to establish itself as a healthy food brand needs to think carefully about its marketing strategy.

Given below are some things to consider while marketing or doing food PR for healthy foods.

Do research on market positioning

Competitive research is important for brands to understand where they can fit in their products in the market. Research should also be done on branding and packaging and growth of online presence. Understanding competition is important , enough research should be done on local and national competition and how they are planning their advertising. Rigorous research is important so that a brand understands everything from certification to right pricing.

Have a clear idea of the target audience

It is essential to have a clear idea of the target audience. Is the target audience composed of young people, busy workers, or anybody who is too busy to prepare healthy food? Developing a customer “avatar’ is also helpful as it helps the staff to understand the ideal customer. After the customer ‘avatar’ has been developed, it is time to answer some questions. Would the products appeal to the ideal customer? Why would they choose the brand above others? The messaging targeted at them has to be authentic and not sensational as customers these days are wary of sensational messaging.

Distribute newsletters

Clubs, spas, and clinics can be requested to distribute newsletters. The newsletters should have relevant information about products. There can also be information on how the product is unique and how it is made. The benefits of the products can be highlighted. For instance, if the products are organic or gluten-free, then that fact can be emphasized. To earn the trust of customers, the best thing to do is to tell them how the product has been made and from where the ingredients have been sourced. Providing evidence from health experts will also create a sense of trust. The newsletters can also include articles on nutrition. Ideally they should be brief and should include contact information.

Get YouTube exposure

YouTube amplifies brand awareness and also helps in the overall SEO performance. The viewers enjoy videos from brands that sell healthy foods. There are customers who want to know about the nutritional benefits of different food items and teaming up with influencers who can do that on this platform can be extremely helpful. Meal prep ideas and healthy recipes make great content. Some people are interested in weight loss and weight management and if the products of a brand can help customers with such needs then marketing on YouTube can be very effective. The videos should include relevant keywords particularly in the transcript so that the audience can easily find the videos through search.

Consumer Trust and Influencer Marketing

Dara Busch, 5WPR on October 11, 2022

According to research, consumer trust in brands is at an all-time low, and it’s continuing to decrease.

In fact, most people have also lost trust in the media and government, looking at both parties as divisive elements in society instead of as sources of trustworthy information.

This large gap in trust is a great opportunity for companies to fill and gain the trust of the consumers, but it’s not an easy thing to do.

Fortunately, there are several different ways that companies can gain the trust of their target audiences, with the best one being influencer marketing campaigns.

Omnichannel Marketing Basics

Dara Busch, 5WPR on October 8, 2022

With omnichannel marketing efforts, companies get to integrate both online and offline communication channels to market themselves, including websites, social media, email, billboards, flyers, and more.

This type of marketing approach creates a unified experience for the target audience on every single touch point that a company has with the customers, and ensures that the brand is present everywhere that the target audience is.

Digital Buying Journey

Dara Busch, 5WPR on October 7, 2022

There are a number of different marketing and sales strategies that companies can use to improve their conversion rates. However, the most important one, by far, is the buying journey of the customers.

There are five different stages of the buying journey into the digital space that customers go through when they’re trying to make a purchase from a business.

Strategies for Targeting Existing Customers

Dara Busch, 5WPR on October 3, 2022

Most companies tend to think that they need to invest a lot of their budgets on promoting themselves so they can reach their target audiences, but that’s not always the case. In fact, companies can have a lot more success if they simply start focusing on improving the elements of the business that the consumers have already expressed their interest in.

Given the sheer number of options that most consumers have these days, in the digital space, companies should be focusing on their existing consumers if they want to generate more sales and have sustainable growth over a long period of time, instead of generating an unsustainable number of new customers that might get disappointed in the future.

Additionally, with the costs of acquiring new customers constantly increasing, focusing on getting repeat purchases from the existing audience is a much smarter decision overall.

PR Strategies for Ketamine Centers

Dara Busch, 5WPR on September 28, 2022

To create a successful PR campaign for a ketamine center, businesses need to mix both traditional and digital public relations efforts, to be able to reach their target audience.

With the increase in popularity of social media platforms, there have been more and more people joining them to connect with each other and with businesses they want to interact with, which is why having a social media presence has become a PR essential.

The Importance of Market Research in Marketing

Dara Busch, 5WPR on September 19, 2022

It’s becoming more and more important for companies to understand their target audiences in today’s competitive markets.

That means companies need to conduct thorough research of their past, current, as well as potential customers to create more effective marketing campaigns and improve their solutions.

Fortunately, that information isn’t too difficult to obtain due to the development of tools, platforms, and technologies.

Elements of a Marketing Plan

Dara Busch, 5WPR on September 16, 2022

Companies should be using a marketing plan to contain one or more of their marketing strategies.

Marketing plans are simply a framework for where all of the marketing strategies will be created, and are used to help companies connect each of the strategies they’re going to be using back to the overall goals that a business has.

On the other hand, marketing strategies are used to describe how a company is planning to accomplish a specific goal inside of its marketing campaign. Companies need to have a marketing plan for their campaigns so they can reach their goals, engage with the target audience, and generate sales.