Imagine that despite having a huge number of visits, contacts or followers, none of them are good leads for your business: they don't fit with your ideal buyer persona you intended to convert. People were looking for your product online but will never consider buying it.
“The key to any successful marketing campaign is addressing the challenges and pain points of your target customers and engaging with them on a personal level. Which means that the more details you have about your target customers, the more successful your campaign is.”
How to use LinkedIn when developing buyer personas
Demographics is just the tip of the iceberg. For instance:
Your company is a software as a service solution for back-office, targeted at professional men/women between 30 -40 years in management positions in banks.
Sounds pretty specific, but it’s not. We still have questions.
What is their background?
What are their personal and professional goals?
What are their challenges?
LinkedIn can help us fill the gap by using advanced searches:
Typing a person’s name, keywords or titles into the search box at the top of the page.
Using specific criteria such as location, school, industry, etc.
After researching, we may find out that we have two specific buyer personas:
Commonly, there are two categories that your personas will fall under:
Key Decision Makers like Peter, who have the power and authority to make the purchasing decision.
Influencers like John, who like to be educated about your industry. They may not have the authority to make the final buying decision but can influence the decision makers.
You can detect and narrow down personas in three key areas of LinkedIn:
1. LinkedIn Job Postings
They can reveal the attributes expected of the people who will fill your persona’s position. You can check the needs, goals and pain points of the company, and figure out how will this person eventually need you to achieve these goals.
2. LinkedIn profiles
Looking at particular people can help you see many elements that can contribute to shaping this buyer persona.
Common features between people in similar industries and positions.
In other countries, the buyer persona had a junior position rather than a senior
They had a different background and interests in various regions.
In one country they report to a decision maker; in another one, they were also making the calls.
They prioritized different goals and KPIs.
3. LinkedIn Groups
Revising what people are following and whom they meet, we can figure out where our customers go for advice who they consider as their peers. For instance, Peter is much more devoted to finance forums than on banking groups.
Excited? Calm down. It’s just one of the many tools to narrow down your buyer persona.
We recommend that you read between the lines. People may tend to emphasize some aspects of their job description on LinkedIn and tone down some other aspects of their careers.
Have you ever used LinkedIn to narrow down your target groups? How close are you to defining your buyer persona?