As a small business owner, it is not always easy to reach more customers.
You may not have the capacity, resources or expertise to create a digital marketing strategy that will get you noticed on search engines and social media.
So, what can you do?
The first thing you need is to know who your current and potential customers are.
This means that you need to develop customer personas for your business.
What are Customer Personas?
It is a type of marketing persona and is created to represent the target customer of your business.
The persona represents a typical customer in terms of demographics, psychographics, and behavioural data, and helps you gain insight into what your customer wants to see from you.
A customer (or buyer) persona is one of the most important aspects in determining how to reach your target audience online.
With careful consideration and research, it is used to create personalised messages and content for different audiences; who will be interested in your business.
Why is a Customer Persona Important?
Creating a customer persona for your business gives you a clear intel and view into the minds of your customers.
What are they needing from your business? What are some of their challenges?
These are some of the things you should know, and developing a strong customer persona helps you with exactly that.
To help with this, below we’ve created a template for your own customer persona, and given some tips on how you can create the ideal persona for your business.
What are the Key Components of a Strong Customer Persona?
Simply guessing what your customer wants isn’t the best tactic.
Performing the proper research and stepping into the shoes of your customer are both key factors in creating the best persona.
Here are some of our tips and guidance on what you should focus on when creating it…
Perform an In-depth Analysis of Your Current Customers
Think about some of your most active customers, what problems do they have, and how are you solving those problems?
If you’re a small business with a specific clientele, you’ll definitely need to note who you’re targeting and what they want from you.
Going from demographics, (age, location, gender etc.) to their preferences in social media platforms, all these details matter.
Then, you can make sure you’re giving them what they need!
Think About What Some of your Unique Selling Points (USPs) are.
Why should your customers come to you, and not another business who offer similar services?
Identifying this furthers your knowledge into your customers, and helps you identify where your strongest areas are.
Which then gives you guidance on what you should be focusing on showing your audience, show off your business!
Learn What Customers You Should Be Targeting
You may find after researching into your current customers, there’s other audiences out there which suit your business: Which is great!
Your intended clientele may be slightly different than you thought, so optimising your content so it appeals to the right people is key to succeeding in building the right audience.
We do recommend creating at least 2 different customer personas for you to refer back to, as it’s worth considering every customer is different, so expanding your knowledge in your different customers is good for both you and them.
Our Customisable Customer Persona Resource, for You.
Keeping all of our previous points in mind, it’s time to create your own customer persona.
We’ve made an example customer persona for you as well as the template; using the points we’ve listed above in mind.
What sort of content do you think Bella would like to see from you online, if you’re a small café in her local area? If you refer to this persona, you’d know she prefers natural content and support small businesses.
You can then cater your online content on what she’d like, thus appeals to more customers like her, who enjoy coming to your café.
Now, have a go yourself, for your business.
Tuesday and Jess have created this resource for you to edit and use for your own business plan.
Take your time in researching into your customers, and you’ll find out more about them, and your business.
Need some more guidance? We’re always here to help at Skyzack, just get in touch and we’ll be right there for you.
The Skyzack Team
A number of both our existing and new clients have made the change to online selling recently, to keep up with buyer habits in the current climate. Online spending has increased dramatically over the last year, and small businesses are having to adapt quickly. Our Tech Lead, Fortuna, has been busy working on new websites and website refreshes to help small businesses keep up with the modern world. Keep reading to take a closer look at what she’s been up to.
Bollington based PH Labels is a major supplier of packaging products, that has been around since 1997. They offer both plain and printed solutions, to cover a wide range of industries such as dairy, retail, and of course, labels. They also now have a studio service, providing professional artwork creation and development.
PH Labels came to us looking to upgrade their static web page to a new, fully functional e-commerce website that would allow them to take orders online, as well as giving information about their bespoke services.
Working closely with the client, Fortuna designed a modern site that’s fully responsive and mobile-friendly, whilst in line with their brand. This was a great project to work on and we’re so glad that the client is happy with their new up-to-date website. Thank you for the lovely Google review!
Jenifer Lord is an intuitive life coach with over ten years of experience in a variety of practices including cognitive behavioural therapy, hypnotherapy and mindfulness. Her empathetic approach to coaching focuses on well-being and mindset change, helping her clients to reduce stress, find confidence and more.
Jenifer came to Skyzack for a modern website refresh that really works for her and her clients. Fortuna worked closely with the client to design a site that prioritised the right information making it clear to read, and added interactive elements such as a call-to-action button on the home page.
This was another great website to work on and the client was very happy with the final result. A big thank you for trusting us to help bring your business into 2021!
Do you need a website?
Whether through websites or social media, an online presence is so important, especially as face-to-face interactions are limited. Here at Skyzack, we will always prioritise what will work best for you and your business. We want to create something that is more than just a reference point and that acts as a channel that works for your business. We want to get to know your business from the inside and will discuss what you really need to succeed in 2021. If you’re starting from scratch with a brand-new venture, in need of an update or just looking for advice, we can help. If you’d like to know more, please feel free to get in touch for a chat.
Welcome to the November 2020 edition of the Skyzack newsletter. Here you’ll find the Skyzack team’s latest adventures and projects, as well as updates from our clients and friends.
Supporting small this Christmas:
We can’t believe it’s nearly December! This year has gone by so fast, yet so slowly. We’re all yearning for some festivities and can’t wait to put up our trees with a glass of mulled wine, but things will be a little different this year.
Skyzack is passionate about supporting small businesses, pandemic or not, and know that Christmas is one of the most important times of the year for many. This in mind, we’ve put together some simple Christmas marketing tips to try to make things a little easier, along with information on how you can support your favourite Macclesfield businesses during lockdown and beyond.
Skyzack Spotlight: Arvika
This month, our Skyzack Spotlight is on a recently completed project for well-known Macclesfield based interiors company, Arvika. They combine their international experience and expertise with that of their worldwide contacts to bring luxury brands and unique pieces to discerning homes.
Fortuna worked closely with the owner to develop a new, e-commerce friendly website where they could begin selling online. Alongside, we provided training and ensured the site was user friendly to allow the Arvika team to make changes with ease. We thoroughly enjoy working with Arvika and wish them all the best with the new website.
Find out more about this project here.
COVID-19 Business Advice:
Back in May, we compiled the following list of some of the best business advice during the COVID-19 crisis. We’ve since added a few extra links, but please let us know of any more resources you’ve found helpful this year.
For taking the time to read this edition of the Skyzack newsletter. If you’d like to receive future newsletters directly to your email, please contact us at [email protected]
Best regards, The Skyzack Team
Welcome to the September 2020 edition of the Skyzack newsletter. Here you’ll find the Skyzack team’s latest adventures and projects, as well as updates from our clients and friends.
Skyzack Spotlight: I Am Print
We’re shining this month’s Skyzack spotlight on a small business who recently helped us with our hub’s signage. I Am Print is a digital print company based in Macclesfield’s neighbouring town, Bollington. With over 30 years’ experience, their friendly team produce high-quality prints whilst accommodating to your business needs and budget.
Along with our COVID safety signs, Skyzack has relied on I Am Print for many other print services. Over the years, they have produced great products for both ourselves and our clients. From business cards and leaflets to banners and our illustrated Macclesfield coasters: we can always turn to them for fantastic work from a dedicated, local company.
Macclesfield Pocket Guide:
Now that businesses are starting to reopen, we’ve finally been able to release our Macclesfield Pocket Guide for 2020! Keep an eye out in local eateries, shops and more for a handy illustrated map of our town. You can also get in touch with us directly to learn more about the pocket guide or our illustration services.
This year, it’s become even more crucial for businesses to have a strong online presence. Whether with selling on e-commerce websites, marketing and networking through social media, or anything else, Skyzack is here to help. We’ve been working extra hard to support all of our clients throughout this uncertain time, whilst adapting to the ‘new normal’.
This in mind, we’ve made a few small changes within our team whilst refining and expanding our services. Our latest addition, Jo, takes full control of social media management whilst our Creative Lead, Tuesday, continues to create content. Below are our most up-to-date contact details, so that you can get in touch with who you need directly.
General: Jim – 01625 574111
Technical: Fortuna – 07513485484
Creative: Tuesday – 07590884674
Social Media: Jo – 07999161887
Thank you for reading the September 2020 Skyzack Newsletter. Stay in touch or ask us anything using our contact page, email [email protected] or feel free to give us a call. You can also find us on LinkedIn, or on Facebook, Instagram & Twitter @weareskyzack!