Buyer Persona Template
Facebook Tips and Info*: New Hampshire businesses without a Facebook presence may be missing out on a valuable audience, because -- according to a new report -- about two-thirds of ageeligible New Hampshire residents have an account on the social network. There are just shy of 700,000 Facebook users in New Hampshire, which works out to about half of the state s 1.32 million residents. But when children under 12 are factored out of the equation -- because they aren t technically eligible to start a Facebook account -- that means that about two-thirds of the state s age-eligible population is using the world s largest social network. More women are using Facebook in NH than men; roughly 385,000 Granite State women are on the publicly held social network, compared to 307,000 men. That was also the case in NH s top 20 cities and towns in the state for Facebook usage, each of which counted more female users than male users. Among their favorite activities? As it turns out, NH residents enjoy dancing, outdoor fitness, online gaming and gardening movies and TV, music, sports, news and politics. Men aged 18 to 24 make up the biggest age demographic for male users in the state, with about 72,700 who fall into that age demographic. But for women, the 55-plus demographic is the state s largest, with some 75,820 women over the age of 55 using the social network in the state. Video and photos drive the most successful pages. Use it to tell your story. Videos are shared 12x more than text-only posts. Photos are Liked 2x more. Shares and Likes are what tells FB that a Fan wants to see more of your posts. They also show up on the personal profiles pages of the friends of these fans, increasing your reach. *Information published in an article in NH Business Review, written by Epiphanies Inc Important Notes: 1. Only about 14% of a Page's fans receive the posts in their news feed (thanks a lot Facebook). 2. When you interact with a page's posts FB sees that as you telling them you want to see what they say in the future...so be sure to Like or Comment on occasion and encourage others (through quality posts) to do the same. 3. For Admins: The biggest thing I see is that people ignore the news feed and fail to strategically fan of other Pages (by identifying the target market, you can determine what their interests are, what geographic area, if any, etc.).
FREE MARKETING You don t need an extensive budget to market your organization. Here s a list of options to consider. Press Releases The reach you can get with a press release makes it a viable option. Remember, press releases are news. Think what does the average reader of this publication want to know versus what do I want them to do. Social Media You want to be careful to pick platforms where your target audience is participating. Among NH residents, Facebook is king, followed by Pinterest. Twitter has not caught on as much yet despite the generalizations and suggestions to the contrary by national television. That said, if you have a large tourist population and want to reach them, Twitter might be more of an option. This goes back to defining your audience. LinkedIn is for promotion of professionals and could be used for those in Lake Association Leadership Roles, as well as professionals who volunteer with any association. A LinkedIn profile could include something about their involvement in that organization as a way to promote it. There are also groups and professionals to connect and interact with there. (ex: Search groups using lakes region, NH and many come up. Get creative try kayaking NH ) Email Marketing Honestly, this is where I see the biggest "fails" of all in marketing outreach. I think many people do email marketing because they feel they have to but they don t do it well. This really is sad. Email marketing is by far the highest converting form of online marketing if your email list is 100 percent opt in. YouTube It doesn t have to be professionally shot. As a matter of fact, amateur videos taken with smartphones lend an air of authenticity in the unscripted nature.
Know Who You re Marketing To To be affective in marketing, you have to be part psychologist and part actor. You need to get into the minds-set of your patient or character. You need to think like they do, go where they go (figuratively as well as literally). You need to become them.and then ask yourself (as them) Why do I care about this, What s in it for me? Until you can answer these questions from their standpoint you are just shouting into the wind. With so many marketing messages received every day, it s more imperative than ever to build relationships with your target market. In order to connect with your audience you need to know who they are and even more important, WHERE they are. Ask yourself the following questions. This will help you know which other Pages to Fan (Facebook), Groups to join (LinkedIn) and who to Follow (Twitter).It will determine other news media to utilize (travel magazines? Trade magazines, etc). It will help you determine the message, tone and delivery method of all your marketing. NOTE: You may want to do this more than once as you most likely have a number of buyer personas to reach, each with a different message and goal.
Questions to Ask Yourself about Your Organization 1. What problems does your organization solve? 2. Who is your target audience? (age, economic/educational level) a. What motivates them? b. What concerns them? c. Who or what influences them? (Ex: Economy, Financial Security, Trends, Celebrities, news anchors, local leaders?) d. What are their interests? Hobbies? Be specific. i. Which TV shows/personalities? ii. Which books? iii. Which restaurants? iv. Which sports? v. Which outdoor activities (if any)? vi. For visitors, which hotels, motels, campgrounds, etc.? vii. Where do they shop? 1. For groceries? 2. For sporting goods? 3. For recreational equipment? 4. For clothing? e. Are thy more concerned with the quality of the lakes today (visitors) or in the future (home owners who want to maintain their home s value)?
3. What behavior or thought process do you most want to influence? (number in order of priority) Donations Volunteerism Abide by conservation rules Other People will judge your message by its content, messenger and method of delivery so think carefully about these factors when creating your marketing plan. Story telling is an important part of marketing today. Tell your story. Who/what is the hero? What is the conflict? Who/what is the resolution? What is the ulterior ending (if the resolution is not reached)? How will that impact them? I ve left you room for notes below: About Donations Make it easy for people to donate to your organization. No one writes checks anymore! Accept donations online at your website. Check out donor sites online for information. A list can be found at http://mashable.com/2011/03/14/social good fundraising tools/. I don t endorse any of these. Please do your homework before signing up for any. Consider accepting donation through your social media channels. For example, there is an app you add to your Facebook Page that allows donations to be accepted and deposited directly to your organization s Paypal account. The average donation through Facebook is $40. This video explains it very clearly, http://www.wikihow.com/make a Donation Page on Facebook Place signage near your beaches, boat ramps, stores, hotels, etc ( We hope you enjoyed your visit today. Please consider a donation to.. ) with a QR Code that takes the reader right to any one of these pages. Be sure to be clear about what the donations are used for and of course THANK THEM.