PIER 23

January 2023January 2023

How to develop marketing personas for your business and why they matter

Developing marketing personas is an essential step in the marketing process that allows businesses to better understand and communicate with their target audience. A marketing persona is a fictionalized representation of the ideal customer for a business, based on market research and data. By creating detailed profiles of their target audience, businesses can create more targeted and effective marketing campaigns, develop better products, and improve their overall customer experience.

The process of developing marketing personas begins with market research. This can include surveys, interviews, focus groups, and other methods of gathering information about the business’s target audience. It is important to gather as much detailed information as possible about the demographics, behaviors, values, and pain points of the target audience. This information will be used to create the marketing personas.

Once the market research has been conducted, it is time to start creating the marketing personas. To do this, businesses should start by identifying the key characteristics and needs of their target audience. This might include things like age, gender, income level, occupation, education level, and family status. It is important to be as specific as possible when defining these characteristics, as this will help to create more accurate and useful marketing personas.

Next, businesses should give each marketing persona a name and create a detailed profile for each one. This should include information about their personal and professional lives, their values, and their goals. It is also helpful to include a photograph or other visual representation of each persona, as this can help to bring them to life and make them easier to relate to.

In addition to demographic information, the marketing persona profiles should also include information about the persona’s attitudes, behaviors, and pain points. This might include things like their attitudes toward your business or industry, their preferred methods of communication, and the problems or challenges they are facing. By understanding the needs and pain points of the target audience, businesses can create products and marketing campaigns that are more likely to meet their needs and solve their problems.

Once the marketing personas have been developed, businesses can use them to inform their marketing efforts. For example, businesses can use the information contained in the marketing personas to create targeted marketing campaigns that are tailored to the specific needs and interests of their target audience. They can also use the personas to create more relevant and personalized content, such as blog posts, social media posts, and emails.

It is important to note that marketing personas are not meant to be rigid or static. They should be regularly reviewed and updated based on new information and insights gathered through market research and customer feedback. This will help businesses to ensure that their marketing personas remain relevant and accurate.

Developing marketing personas is an ongoing process that requires effort and investment. However, the benefits of doing so are significant. By creating detailed profiles of their target audience, businesses can create more targeted and effective marketing campaigns, develop better products, and improve their overall customer experience.

January 2023January 2023

How to select the right marketing agency for your business

Selecting the right marketing agency to work with is crucial for the success of any business. A marketing agency can be a valuable partner that helps to elevate a brand, increase sales, and drive business growth. However, choosing the wrong agency can result in wasted resources and missed opportunities.

There are several factors to consider when evaluating potential marketing agencies. One of the most important is the agency’s expertise and experience. It is essential to work with an agency that has a deep understanding of the specific industry in which the business operates, as well as a track record of success in delivering results for clients.

Another key factor is the agency’s approach to marketing. It is important to ensure that the agency has a strategic and data-driven approach to marketing, rather than relying solely on tactics and gimmicks. A good marketing agency will take the time to understand the business’s goals and target audience, and develop a customized marketing plan that aligns with these goals.

It is also important to consider the agency’s creative capabilities. Marketing campaigns that stand out and capture the attention of the target audience are more likely to be effective. Look for an agency with a strong portfolio of work that showcases its ability to produce high-quality, innovative marketing materials.

In addition to these technical skills, it is essential to find an agency that is a good fit culturally. Working with an agency is a partnership, and it is important to ensure that there is good communication and a shared vision for the business’s marketing efforts. It is also important to find an agency that is responsive and able to deliver results in a timely manner.

Ultimately, the right marketing agency can be a valuable asset for any business. It is worth taking the time to thoroughly research and evaluate potential agencies to ensure that the business is working with the best partner for its needs.

December 2022December 2022

Raise your B2B game with these key product development insights

Product development is an essential aspect of any business, but it is particularly important for B2B (business-to-business) companies. In this article, we will explore the reasons why product development is so important for B2B businesses and how it can help them to succeed.

First and foremost, product development allows B2B businesses to stay competitive in their market. In today’s fast-paced business environment, it is essential to constantly be innovating and improving products in order to meet the needs of customers and stay ahead of the competition. This means that B2B businesses must invest in research and development in order to identify new opportunities and create products that will appeal to their target audience.

Product development can also help B2B businesses to build strong relationships with their customers. By regularly introducing new and improved products, B2B businesses can demonstrate to their customers that they are committed to meeting their needs and providing high-quality products and services. This can help to build trust and loyalty, which are essential for long-term success in the B2B world.

In addition, product development can help B2B businesses to increase their profitability. By introducing new products to the market, businesses can tap into new sources of revenue and potentially increase their pricing power. Product development can also help to reduce costs by streamlining production processes or introducing more efficient technologies.

Finally, product development is essential for the long-term sustainability of any business. By constantly innovating and improving their products, B2B businesses can ensure that they remain relevant and competitive in an ever-changing market. This is particularly important in the B2B world, where businesses often rely on long-term contracts with their customers.

In conclusion, product development is an essential aspect of any B2B business. It allows businesses to stay competitive, build strong relationships with their customers, increase profitability, and ensure long-term sustainability. By investing in product development, B2B businesses can set themselves up for success and ensure that they remain competitive in their market.

December 2022December 2022

The importance of marketing collaboration for small businesses

Collaboration is a vital part of any successful business, and this is especially true for small businesses. Marketing collaboration can help small businesses tap into new markets, access resources and expertise they may not have internally, and increase their visibility and credibility. Here are some key benefits of marketing collaboration for small businesses:

Shared resources and expertise: Collaborating with other businesses or organisations can also provide small businesses with access to resources and expertise they may not have internally. For example, a small marketing agency may partner with a larger company to tap into its data analytics resources or access specialised marketing tools. This type of collaboration can help small businesses save time and money by leveraging the resources of their partners.

Expanded reach and visibility: By partnering with other businesses or organisations, small businesses can gain access to a wider audience and increase their visibility. For example, if a small retail store partners with a local non-profit, the non-profit can promote the store to its members, and the store can do the same for the non-profit. This type of partnership can help both parties reach new customers and increase their overall visibility in the community.

Increased credibility: Collaborating with other businesses or organisations can also help small businesses increase their credibility. By partnering with a well-known or respected company, small businesses can lend credibility to their own brand. This can be especially important for small businesses that are just starting out or trying to enter a new market.

Increased efficiency: Marketing collaboration can also help small businesses increase their efficiency. By sharing resources and expertise, small businesses can focus on their areas of expertise and leave certain tasks to their partners. This can help small businesses save time and money, allowing them to focus on their core business functions.

Enhanced creativity and innovation: Collaboration can also help small businesses enhance their creativity and innovation. By working with other businesses or organisations, small businesses can expose themselves to new ideas and approaches, leading to more creative solutions and innovations.

So, how can small businesses get started with marketing collaboration? Here are a few tips:

Identify potential partners: The first step in marketing collaboration is identifying potential partners. Small businesses should look for businesses or organisations that complement their own offerings, have a similar target audience, or have complementary skills or resources.

Outline the terms of the collaboration: Once potential partners have been identified, small businesses should outline the terms of the collaboration. This should include details such as the length of the collaboration, the roles and responsibilities of each party, and any financial arrangements.

Promote the collaboration: Once the collaboration is in place, small businesses should promote it to their customers and followers. This can be done through social media, email marketing, and other marketing channels.

In conclusion, marketing collaboration can be a powerful tool for small businesses. By partnering with other businesses or organisations, small businesses can gain access to new markets, resources, and expertise, increase their visibility and credibility, and enhance their creativity and innovation. With a little planning and effort, small businesses can tap into the many benefits of marketing collaboration and take their business to the next level.

April 2020

Why support from PIER 23 is free…

Built on the foundation of community, PIER 23 supports small and medium sized businesses around the world with their marketing and strategy challenges.

But how is it free?

PIER 23 was founded by Liam Hebron, a professional marketer from the United Kingdom, who noticed that every service trying to ‘help’ struggling businesses or new startups always had an eye at making money off them. This seems counterproductive, especially when it is these businesses, without financial means or in-house expertise, that need PIER 23’s help the most.

We aim to create tailored plans for these business, addressing the unique issues they face. Together, we can learn to overcome obstacles and find out what works for your business.

To get started, just send an email to concept@pier23.com today. Tell us the challenges you are facing and, together, let’s begin solving them.

By sharing our successes with each other, we can build a community of happy, successful and thriving entrepreneurs. That’s the goal of PIER 23 – sharing concepts for growth.