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Gewinnen Sie mehr Kunden mit 3D Buyer Personas

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Schaut man sich die Kommunikation von konkurrierenden Unternehmen an, ist oft auf den ersten Blick nur ein kleiner
Unterschied erkennbar. Worte wie “innovativ”, “zuverlässig”, “kompetent” oder “Marktführer” sind dort oft zu finden. Gefühlt genügt es oft, das Logo auszutauschen, denn die Kommunikation ist nicht eindeutig einem Unternehmen zuzuordnen. Da stellt sich die Frage, ob dieser “Einheitsbrei” den Nerv der Zielgruppe noch trifft und etwas positives bewirken kann?

Mit 3D Buyer Personas als Grundlage für Ihr Messaging und Ihren Content können Sie zielgerichtet, authentisch und effektiv mit Ihren Kunden und Wunschkunden kommunizieren und sich positiv von Ihrer Konkurrenz abheben. Das folgende Whitepaper zeigt Ihnen, wie Sie Ihre ganz individuellen 3D Buyer Personas erstellen können und worauf Sie dabei achten müssen.

Published in: Marketing
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Gewinnen Sie mehr Kunden mit 3D Buyer Personas

  1. 1. R e l e v a n t e K o m m u n i k a t i o n & m e h r K u n d e n m i t 3 D B u y e r P e r s o n a s S e i e n S i e I h r e r K o n k u r r e n z e i n e n S c h r i t t v o r a u s u n d s c h n a p p e n S i e i h n e n s o d i e K u n d e n v o r d e r N a s e w e g !
  2. 2. d a s b u y e r p e r s o n a k o n z e p t www.smart-crocodile.de sturm@smart-crocodile.de „Buyer Personas sind Beschreibungen fiktiver Personen, die idealtypisch für Ihre Zielgruppe sind.“
  3. 3. d a s b u y e r p e r s o n a k o n z e p t www.smart-crocodile.de sturm@smart-crocodile.de „Buyer Personas enthalten Informationen zu Demografie, Verhaltensweisen, Gewohnheiten, Job, uvm.“
  4. 4. d a s b u y e r p e r s o n a k o n z e p t www.smart-crocodile.de sturm@smart-crocodile.de „Je exakter und authentischer Sie Ihre Buyer Personas erschaffen, desto größer ist der Nutzen für Ihr Marketing.“
  5. 5. z i e l g r u p p e w a r g e s t e r n www.smart-crocodile.de sturm@smart-crocodile.de Zielgruppe Zielgruppen- segmente Zielperson Früher  Kommunikation mit Zielgruppe  Jeder der Zielgruppe erhielt die gleiche Botschaft („Massen- kommunikation“)  hohe Streuverluste Heute  Informationsüberfluss auf Kundenseite  Nur relevante Information wird wahrgenommen  Basis für passgenaue Kommunikation: Buyer Personas vs.
  6. 6. w a r u m b u y e r p e r s o n a s ? www.smart-crocodile.de sturm@smart-crocodile.de 1. 2. 3. Sie haben nur ca. 30 Sekunden Zeit einen potentiellen Kunden von sich zu überzeugen. Schaffen Sie es nicht, wendet er sich Ihrer Konkurrenz zu, bei der er relevantere Informationen findet Informationsüberfluss führt dazu, dass nur noch relevante Informationen es in den Kopf des potentiellen Kunden schaffen Erstellen Sie relevanten und interessanten Content um den Nerv Ihrer Zielgruppe zu treffen. Nutzen Sie hierzu Ihr Wissen über Ihre Wunschkunden in Form von Buyer Personas.
  7. 7. v o r t e i l e v o n b u y e r p e r s o n a s www.smart-crocodile.de sturm@smart-crocodile.de Wofür sollte Marketingbudget priorisiert eingesetzt werden? Wann ist der richtige Zeitpunkt für Sales Teams und Kampagnen um qualifizierter Leads zu kontaktieren? Welche Marketingaktivitäten können wirklich die Kaufentscheidung eines Kunden beeinflussen? Warum hat die gewählte Strategie das größte Potenzial die gesteckten Ziele zu erreichen? Wie sollte die optimale Messaging Strategie aussehen und welche Themen sollten angesprochen werden? Wer soll von dem Sales Team und den Marketingkampagnen angesprochen werden?
  8. 8. 2 D v s . 3 D b u y e r p e r s o n a s www.smart-crocodile.de sturm@smart-crocodile.de Foto vs. Live-Meeting: Wie gut „kennen“ Sie eine Person nachdem Sie sich ein Foto von ihr angeschaut haben und wenn Sie sich persönlich mit ihr getroffen haben?
  9. 9. 3 D b u y e r p e r s o n a s www.smart-crocodile.de sturm@smart-crocodile.de Andere Herangehensweise bei der Erstellung:  Persönliche Interviews mit (potentiellen) Kunden statt (nur) externe Studien und Datenquellen, etc.  Informationen aus erster Hand statt vager Vermutungen  Bessere Datenqualität, passgenaue Segmentierung und relevante Ansprache  Fokus auf Verhalten, Herausforderungen und Wünsche, nicht auf demografische Daten und Job-Titel
  10. 10. 3 D b u y e r p e r s o n a s www.smart-crocodile.de sturm@smart-crocodile.de Komponenten Demografische Daten Job-bezogene Daten Kauf-Trigger ErfolgsfaktorenHerausforderungen Verkaufsprozess, Beteiligte & Quellen Bewertungs- /Entscheidungs- kriterien
  11. 11. 3 D b u y e r p e r s o n a s www.smart-crocodile.de sturm@smart-crocodile.de Demografische Daten:  Bilden die Grundlage Ihrer Buyer Personas, schenken Sie diesen jedoch nicht zu viel Aufmerksamkeit Job-bezogene Daten:  Titel, Branche, Fachwissen, etc.  Auch hierbei gilt: solche Daten sind wichtig, aber priorisieren Sie diese nicht Kauf-Trigger:  Wo liegen die Prioritäten Ihrer Buyer Personas?  Wofür wendet Ihre Buyer Persona aktuell und zukünftig Zeit, Budget und Ressourcen auf um bestimmte Ziele zu erreichen oder Probleme zu lösen? Erfolgsfaktoren:  Was erwarten potenzielle Kunden von Ihrem Produkt/Service  Welche Vorteile versprechen sie sich, wenn sie Ihre Lösung kaufen
  12. 12. 3 D b u y e r p e r s o n a s www.smart-crocodile.de sturm@smart-crocodile.de Herausforderungen:  Was hält potenzielle Kunden davon ab, sich für Ihre Lösung zu entscheiden?  Welche Gründe gibt es, das sie ein Konkurrenzangebot vorziehen oder doch bei der aktuell eingesetzten Lösung bleiben? Entscheidungsprozess, Beteiligte & Quellen:  Wie ist der Einkaufs-/Entscheidungsprozess strukturiert?  Wer ist daran beteiligt?  Welchen Quellen vertrauen Ihre Wunschkunden, welche ziehen sie zur Entscheidungsfindung heran? Bewertungs-/Entscheidungskriterien:  Welche Bewertungs-/Entscheidungskriterien nutzen Ihre Wunschkunden, wenn es um die Beurteilung möglicher Alternativen geht?  Welche Funktionen/Merkmale werden hauptsächlich mit Konkurrenzangeboten verglichen?
  13. 13. 3 D b u y e r p e r s o n a s www.smart-crocodile.de sturm@smart-crocodile.de Für mehr Info´s und eine detailliertere Anleitung laden Sie sich kostenlos das passende Whitepaper herunter: http://www.smart-crocodile.de/ WP_3D_Buyer_Personas_Download.html
  14. 14. k o n t a k t Rufen Sie mich einfach an oder schreiben Sie mir eine E-mail! München & Wiesbaden/Kiedrich Mobiles Festnetz: 06123-209025 Mobil: 0176-80177041 www.smart-crocodile.de sturm@smart-crocodile.de www.smart-crocodile.de sturm@smart-crocodile.de

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