How To Nurture Your Leads With Email Marketing

How To Nurture Your Leads With Email Marketing

Despite some claims that email is dead, it is still a highly effective way for marketers to connect with consumers. It is an integral part of inbound marketing as well as attraction marketing, and is a great way to send nurture leads throughout the buying process. Here are a few email best practices that will help nurture your leads.

Segmentation

The segmentation of your contacts database will help define your audience into categories. If you are unfamiliar with buyer personas, read about them here, as they will be extremely useful in segmenting your contacts. Segmenting be done in terms of geographic location, company type, role within that company, behavior, marketing intelligence, or any other category that could be valuable to your company. Use segmenting to your advantage by targeting those different groups with useful content based on their specific needs.

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b2b email marketing

6 Email Marketing Tips (Expert’s Advice)

Millions of people have email accounts. Email marketing is a popular form of marketing still today. When sending emails, it is important to make sure it looks good. It is important because people receive many emails a day. In order to have your email opened and read, it needs to stand out. Here are 6 email marketing tips.

1) Right person, right time

Before sending an email, it is important to determine who the audience is of the email. Segment your contacts by buyer personas. This way you know who each group of your contacts is and what emails they should be receiving. Make sure you are sending out your emails at the right time. It is best to determine what time the people you are reaching are most likely to check their emails.

2) Content

Content is highly important and has so much value. If an email doesn’t have value then it shouldn’t be sent to people. A good way to determine if your email has value is to ask the question, “Would I be excited to read this email?” If the answer is yes, then the email has value.

3) Lead nurturing

Lead nurturing is the process of building relationships with prospects with the goal of earning their business when they are ready. This process involves a series of emails. With lead nurturing, the goal is to turn a lead into a customer. Email marketing is a great way to nurture leads.

The Right Lead Nurturing Strategy Can Help You Stay Top of Mind 

4) Title

The title is what the people are going to read first. Usually, if the title is interesting and eye catching, the email will be opened up. If the title is boring, it will be passed over and not opened. Therefore, the title needs to be attention grabbing and interesting so that the email will be opened.

5) Personalization

Make sure each email you send it personalized. By personalized I mean at the beginning of the body of the paragraph, include “hello” followed by the person’s name who is receiving the email. What this does is that instead of the person being on an email list and just another name getting an email, it is directed specifically to that person and that person will most likely be more pleased with the email they are receiving.

6) CTA

Emails are a great place to include a CTA or call to action. By including a call to action with a link to relevant information regarding the email, you are providing a link back to your company website.

As you can see, these are just a few tips to help emails. These tips can help you execute some great emails to those people you are trying to reach. Something to remember, whenever you receive an email, think, “What is good and bad about this email?” That way you can evaluate emails.

email marketing program

marketing automation software

Top Key Benefits of Marketing Automation vs. Email Marketing

It is a common misconception that marketing automation and email marketing are essentially the same thing. In email marketing, you build an email list and then start sending out emails to market your business. You get statistics back showing how many people opened the email and which ones clicked through to your offer. While the information that email marketing is important, it pales in comparison to the features and benefits of marketing automation.

How Marketing Automation Benefits Your Business

Email marketing systems have a very limited scope when compared to marketing automation systems. The email systems allow you to send mass emails out to your marketing list. Then, you get reports on how well the emails worked. But, that’s really all there is to it.

A marketing automation system gives you those same features and so much more.

With an email marketing system, you have to build your landing pages and web forms in a completely different system. In contrast, you can build both within a marketing automation system. This built-in integration makes building your marketing campaign much simpler. Plus, it gives you automatic reporting that is not available with an email marketing system.

Automatic marketing systems allow you to directly integrate your email marketing with other types of marketing for your business such as direct mail and social media. This streamlines your marketing efforts and allows you to do much more without the need to replicate efforts in multiple systems.

Read More: The Benefits of Marketing Automation For Senior Living Communities

A powerful benefit of marketing automation is the power it gives you over your lead information. The software helps you avoid duplication of leads. It also helps normalize the data, making your marketing even easier. The software allows you to score leads based on any number of criteria. You can also recycle and nurture leads throughout the sales process.

The marketing automation software provides reporting on the impact of each marketing effort on your company’s revenue. It allows you to monitor website activity and even tracks IP addresses from anonymous website traffic. It can integrate various data directories to help fill in contact information.

With the data gathered and synthesized in the marketing automation system, you can provide your sales team with qualified leads who are ready to make the purchase decision. This will drastically reduce the amount of time spent talking to leads who are not at that critical point. It will also simultaneously focus your sales team’s efforts and improve your sales numbers.

Using the information provided by the marketing automation system, you can build multi-stage marketing campaigns across any number of channels with ease, You no longer need multiple tools to get the job done. This means you can get things done faster and make adjustments as needed.

These are not benefits you can get with limited email marketing software.

How Your Business Can Benefit from Marketing Automation

If you are ready to bring your business to the next level of marketing, you need to bring the benefits of marketing automation into your company. Give us a call here at the Stevens-Tate team.

Free Marketing Consultation

Email Marketing

Tips To Make Your Email Marketing Program Most Effective

About 124.5 billion business emails are sent and received each day. With this high volume, it’s crucial to make your emails stand out. A smart email program provides opportunities to effectively communicate with your customers and prospects, leading to increased sales and revenue growth. Segmenting—by target audience, relevant message and place in the buying cycle—is key. In fact, research shows that 79% of marketing leads never convert into sales because of lack of segmentation. And Lyris’ Annual Email Optimizer Report found that 14.30% of respondents experienced better deliverability and greater revenue when segmenting their email marketing. Read more

earned media vs paid media

Creative Marketing Solutions

There are many creative marketing strategies that you can implement in order to increase outreach to customers and improve your bottom line. While many businesses are going above and beyond in their search for creative marketing solutions, you can simply seek to be creative within the 4 basic components of an online marketing approach (i.e. brand development, inbound marketing, content marketing and email marketing).

By seeking creative solutions within these 4 tactics, you can develop a successful creative marketing strategy. Here’s how:

Creativity in Brand Development

A creative way of increasing the relevance of your brand is by making your brand tell a story. Story-banding is an effective way to connect emotionally to your customers so they can see your products as having a greater purpose. You can achieve story-branding for your company by highlighting the inspiration behind your products and services.

Emphasize what motivates your company to achieve its goals (for example creativity, self-fulfillment, better health etc.), and incorporate your operations as a means towards achieving this goal. That way you can make your brand the hero of its own story, one which customers will relate to.

Read more on Defining Your True Brand Story and Bringing it to Life Online.

Creativity in Inbound marketing

A creative way to generate leads to your website is by having unique, yet appropriate content across all your channels. One approach you can use is to dedicate a portion of your site for product education.

If you are selling a well-known product, you could come up with creative ways on how the product can be used, how to make it last longer, behind the scenes details on how it works, etc.

One company that uses product education as a tool for its inbound marketing strategy is Gonesh Incense. The company produces incense products and has a DIY blog that contains videos on how their products can be used in many different ways; from re-using flowers after Valentine’s Day to making bath salts using their fragrance oils.

Such content is not only useful and appropriate to potential leads, but it also helps their brand establish trust and stronger relationships with customers.

Read more on The Benefits Of Inbound Marketing.

Creativity in Email Marketing

When you send out emails, incorporate interactive elements such as GIFS, rotating banners and menus. You could display an enticing sales discount or a new product launch by using a GIF. You could also categorize information about your product under different headings within a menu in the email.

This gives your customers the independence to browse product information and select whichever section they would like to read more about, right within the email.

Read more on Interactive Email Trends.

Creativity in Social Media Marketing

One way that you can utilize social media creatively is by developing targeted messages that appeal to common groups of people online, who you can bring together in relevant social media groups.

For example, a company specializing in manufacturing bicycles can create a fan page for cyclists and bring them together through targeted messages that contain useful information that applies to cycling. The more cyclists the company is able to attract to join the group, the more they can incorporate their branding into the fan page and begin to nurture their leads.

Read more on 8 Tips on Social Media Best Practices For Your Business.

Creative marketing solutions are the future of online marketing. By simply rethinking and refocusing the conventional ways through which you carry out your online marketing, you can be able to achieve creative marketing solutions and grow your bottom line.

email marketing program

email marketing metrics

Interactive Email Marketing Trends

With increasing competition in the online marketing world, it is becoming essential for businesses to innovate creative ways to appeal to customers via email. Learn some of the newest interactive email marketing trends to take advantage of.

As opposed to traditional emails that would only contain plain text and occasional attachments, interactive emails are packed with exciting add-ons to appeal to their customers. Below are characteristics as well as advantages of using interactive emails for your business.

Increased Compatibility with Google

Google announced compatibility with the media query for their email clients across all devices. This compatibility now allows email developers to include complex email designs without having to sacrifice certain components in order to ensure compatibility.

With the all-new support for media query, developers are now unlimited in their ability to incorporate complex media into emails. Google has also optimized email layouts for viewing between mobile devices and desktop computers.

Animated GIFs

An animated GIF is a combination of static images, containing multiple frames in succession, to create an animated image. It achieves video effect while occupying only slightly more space than a regular image.

These interesting animations can be designed to convey information such as sales discounts, the launch of a new product, important information about your business, among others.

animated gif.gif

Providing a framework for menu options within emails can allow your customers to quickly navigate through various products or service categories right within the email. This allows you to present your customers with several options to choose from before they can begin to load new web pages to get to your site.

If you are providing news, customers can quickly scroll through various news categories and see what interests them before they can read further. Travel companies can also offer various packages right within the email for their customers to sieve through.

Princess Cruises Slider-1.png

Integrated Forms

Integrated forms are perfect for companies that seek to collect information from their customers (in the form of surveys, questionnaires, etc). Rather than having the reader link to a new page, the form can simply be embedded within the email.

Customers can, therefore, answer questions or make their selections right within the body of the email. There are templates that integrate check-boxes, text boxes for open-ended questions and radio buttons for closed-ended questions.

Learn more about Why People Unsubscribe From Your Emails, And What To Do About It.

Rotational Banners

Emails that contain a lot of information can present it in a clean and catchy manner by using rotational banners. These interactive elements allow consumers to flip through multiple images, each with a separate message embedded within.

Rotating banners are perfect for tour and travel companies that are showcasing various packages. Financial institutions like banks that are advertising credit card options or different types of bank accounts can also use this feature. News snippets of various trending stories can also be laid out in rotating banners by news and media outlets.

rotational banner toyota.png

 

Sliders

Sliders can be used to display multiple products within the email at the same time. This allows for customers to make comparisons and to access information on multiple products without having to click on their inbox.

Sliders are perfect for companies that launch different variations of the same product and would like information on the various versions to be readily available to the customer. They are also helpful for those sellers who would wish to include a combination of pictures, product specifications and product reviews right within the email.

There are also brand new interactive email designs that are slowly growing in popularity but still pretty new to most email users. These include key frame animation (smoother animations and frame changes than GIFS, with effects such as linear and parallel movement, and hover effects), cinemagraph (using GIFS to create cinematic video-like effects), and compatibility with 2k and 4k resolutions (which includes lack of width limitation and a resolution of higher than 600 pixels).

In conclusion, interactive emails are the future of email marketing, and it is important for businesses to stay up to speed with new email marketing trends that they can incorporate into their future marketing strategies. The numerous advantages of interactive emails, as discussed here, continue to make them an online marketing necessity.

email marketing program

50 Most Powerful Call-to-Action Phrases

Are you looking to increase your conversion rate? Call-to-Actions are an essential part of the conversion process, but what kinds of Call-to-Actions should you put on your website? CTAs should be simple yet effective, and should catch the attention of your visitors. The formula for a successful CTA page title consists of combining such sales buzzwords as “free,” “discount,” “offer,” “gift,” “guarantee,” with action-oriented words like “click,” “download,” “request,” and “send.” Listed below are 50 powerful Call-to-Action phrases that visitors can’t resist clicking on.

50 Powerful Call-to-Action Phrases

  1. Download now
  2. Click here
  3. Join now
  4. Download here
  5. Start now
  6. Click here for details
  7. I urge you to…
  8. Get a free…
  9. Talk to an expert
  10. Immediate download
  11. While supplies last
  12. Money back guarantee
  13. Money back guarantee, no questions asked
  14. Get it now!
  15. Act quickly
  16. Free shipping
  17. Shipping discount
  18. Come in for a free consultation
  19. Come see us today
  20. Reserve your spot now
  21. Come in today
  22. Start your trial
  23. Start your free trial
  24. Offer expires…
  25. Satisfaction guaranteed
  26. We’d like to hear from you
  27. I can’t wait to hear from you
  28. Limited availability
  29. Limited time offer
  30. Best value
  31. For more details call…
  32. Please don’t hesitate to call
  33. We’re waiting for your call!
  34. Send for our free brochure
  35. Send for our free catalog
  36. Subscribe to our email list
  37. Subscribe to our newsletter
  38. Send in your application today!
  39. Apply here
  40. Order now and receive a free gift
  41. Tell us what you think
  42. Take our quiz!
  43. Sign up online at…
  44. Get started today
  45. Request your FREE quote today
  46. Just reach for your phone
  47. Members only/Subscribers only
  48. Contact us
  49. It’s important that you respond promptly
  50. Download our eBook for more information

Click here to learn more about powerful CTA phrases that increase clicks!

Now that you know what attention-grabbing Call-to-Actions look like, you can implement your own. Don’t just copy and paste the CTA phrases from the list above. Tweak the CTA phrases so that they apply specifically to your company and your products and/or services. For example, instead of just saying, “Start your free trial,” you can say “Start your free trial with (insert company name here) so your CTA is more personalized. Use these phrases as a template for your website’s CTAs, sit back, and watch the clicks roll in!

25 Website Must Haves
lead nurturing

Soft Sell Advertising: What it is, Why it works, and How to Execute

When it comes to advertising, businesses as a whole tend to be aggressive. They let you know exactly who they are, what they do, and why you should buy from them. Even in inbound marketing, companies will try to tie the topic of conversation in with their products or services in some way. However, this isn’t the only course of action. You can also reach your target audience and successfully engage them by advertising in a more subtle manner. Such a strategy is known as soft-sell advertising.

What Is Soft-Sell Advertising?

Soft-sell advertising is a more subtle form of advertising. The goal behind soft-sell advertising is to evoke a positive emotional response. The idea is that the customer will then subconsciously connect the response they had to the brand that invoked it. Businesses that implement soft-selling marketing will often create ads that are warm or humorous, as these tend to be the ads that invoke the most positive feelings.

The History of Soft-Selling

The idea of soft-selling first emerged in 1914, when Theodore MacManus published an ad that would become the model for the soft-sell. The ad was essentially an essay on the burden of being the best in one’s field. The ad was for Cadillac, yet Cadillac wasn’t mentioned a single time. Nor was there an illustration that ran with the ad. Yet the ad was incredibly successful.

The Benefits Of Soft-Sell Advertising

The following are some of the reasons why you should incorporate soft-selling advertising into your marketing strategy:

  • Less pressure on customers – Because soft-sell ads don’t push products or services, customers will feel less pressure to buy. The pressure is apparent in hard-sell ads, and it’s often off-putting. Using soft-selling ads, you give your audience the ability to discover your brand and make a purchasing decision on their own time.
  • Increase brand awareness – Even though you’re not pushing your brand into their faces, audiences will be more likely to share your content. The reason? People don’t share ads, they share content. When you create a soft-sell ad, you have to focus on the quality of the content and not on the sale. If you are able to create high-quality content that invokes a positive emotion, your audience will share that content. People will share content that elicits a positive reaction to their friends, thereby increasing your brand awareness.
  • Build more trust – Another result of having to focus on content quality is that you’ll build more trust. You’re basically offering your audience something of quality without asking for something in return. This shows them that you care about more than just sales. As a result, they’ll be more likely to explore your brand further. Not to mention that building trust is essential to building long-lasting relationships.

Examples Successful Soft Sell Advertising

Soft sell advertising has grown in popularity, both in regards to inbound marketing and outbound marketing. The following are a few examples of effective soft-selling ads:

  • Yeti – Yeti is a company that sells coolers and outdoor accessories. They filmed an entire series of videos called Hungry Life showing a well-known chef spending time in nature, where he picks plants, goes fishing, and prepares his meals outdoors. Although Yeti’s coolers do make an appearance, they are never showcased or talked about. Yeti is obviously targeting a specific audience by showcasing a specific lifestyle. That audience will then make an emotional connection between that lifestyle and the Yeti brand.
  • Burt’s Bees – Burt’s Bees uses their founder as the spokesperson. This is perfect because he essentially represents their main buyer persona. The Nature of Burt video introduces Burt, who explains who he is. He’s likable and funny, and their target audience can relate to him. What makes the video so effective is that it builds an emotional connection between the viewer and Burt, all without ever promoting the brand or its products.

Implement a Soft-Sell Advertising Strategy Today

Because many companies focus many of their marketing efforts on generating brand awareness, they tend to be overly aggressive. However, soft-sell marketing can be incredibly effective in terms of engaging your audience and building trust. As such, you should be sure to include soft-sell marketing tactics in your inbound marketing strategy.

social media marketing

30 Ways to Boost Instagram Engagement & Following

Looking for ways to boost your social media brand presence? Knowing how to increase brand engagement on Instagram, the latest and hippest social media platform app, is a great start. People are online all day due to working from home. Virtual shopping has risen due to restrictions and pandemic fears. As we have geared toward a more online world, your brand’s presence on the web is more important now than ever.

Why Instagram?

According to Forbes, 80% of Instagram users follow at least one business or brand, and 200 million users on Instagram visit business profiles daily. 70% of users turn to Instagram to look up a brand, and 60% learn about new products using Instagram. Now is the time to catch up with the competition that is already using these trends to their advantage.

Here is a compilation of our 30 best marketing tips for businesses to grow Instagram engagement and following in 2020:

Instagram Profile and Posting Habits

  1. Get to know the Instagram app and master how to use its basic features such as uploading posts and stories.
  2. Write a compelling Instagram bio and integrate it into your brand personality.
  3. Keep posts visually consistent to meet your brand’s style guide and tone.
  4. Incorporate categorized pinned stories on your Instagram page so it is easily navigable and can be used as a resource for sharing your brand identity to consumers.
  5. Optimize captions using brand hashtags and relevant hashtags with high popularity. (Determine if a hashtag is trending by typing the hashtag in the instagram search bar to see how many posts come up with the hashtag.)
  6. Use tools such as Hashtagsforlikes to optimize hashtags to use for your business sector.
  7. Create and promote a specific branded hashtag for a campaign. Encourage others to share the hashtag with it theming around a relevant, trending topic that consumers are passionate about.
  8. Use local hashtags and geotags on posts in order to attract local users on Instagram in a similar way SEO works for the web.
  9. Post consistently with both posts and stories, including videos, polls, and other interactive elements to keep followers engaged and entertained with your content. 
  10. Start conversations using Instagram stories stickers and polls.
  11. Schedule Instagram stories to generate more views.
  12. Keep in mind that 40% of Instagram videos do not have sound on, so ensure you caption relevant verbal content.
  13. Convert instagram followers into email subscribers by making your Instagram a business account and promoting your email subscriptions in your Instagram posts and stories.
  14. Monitor your tagged photos to ensure a good reputation, and un-tag your account on posts that are irrelevant or spam, so they do not appear on your profile.
  15. Add a link to instagram stories in order to generate website traffic.
  16. Use humor through gif’s and memes to execute your brand message through a creative angle.

Increasing your Instagram following

  1. Optimize SEO on instagram by paying vital attention to your Instagram handle and name. It is very important that your handle (@…) reflects your business industry. Try to make it short, sweet, and with relevant words. The account name should reflect the account handle and industry because it is what Instagram checks its searches against when users type a word or emoji in the search bar.
  2. Partner with micro influencers.
  3. Run a contest, giveaway, or raffle entry through your account page.
  4. Invest in Instagram ads, which targets customers with personalization and buyer persona techniques.
  5. Create “savable” content, or posts that are aesthetically pleasing, informationally useful or relevant. This will entice followers to save the content to their library and increases the chances of further brand awareness. Simultaneously, creating desirable content provides people a reason to continue following your page and share your content.
  6. Participate in popular conversations on accounts with high following and public relevance in order to get your instagram handle out there and quickly generate new followers.
  7. Encourage followers to re-share your Instagram stories through incentives of discount promotion codes and/or contests.
  8. Open up about your business with a weekly featured vlog of the day in the life of an employee, an interesting biographical picture and captioned story of the founders, or inspirational quote from the CEO.
  9. Follow relevant accounts and users following competition in your industry to gain followers back.
  10. Promote your Instagram on other social media accounts. Feature your Instagram account in your Twitter and Facebook bios, and make a post promoting your Instagram page with a link.
  11. If your Facebook has many likes or followers already, consider linking your Facebook and Instagram together to boost your Instagram following.

6 Social Media Trends to Follow in 2020

Keeping Track of your Instagram Performance

  1. Ensure your account is in business mode to automatically receive valuable insights and analytics on how your posts are doing.
  2. Regularly test and analyze new content to post to your Instagram.
  3. Use a free follower tracking app to regularly unfollow accounts that do not follow yours back in order to maintain a good follower/following ratio while continuously following new accounts.

We hope these 30 tips with various resources serve you well on your journey to becoming an Instagram lead-generation powerhouse. Happy “gram-ing”!

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buyer persona

Lessons Learned: Buyer Persona Gone Wrong

Before a company can establish a solid marketing plan, it must be aware of the specific target markets or customer profiles it has the best chance to attract to its product or service. Creating a buyer persona is essential to effective attraction marketing.

Market Segmentation

In order to perfect your approach in buyer persona launch, these are some common mistakes to avoid:

  1. Don’t Forget to Focus on the Buyer Decision

The most common mistake marketers make is solely defining a buyer persona by the buyer profile, rather than putting detailed consideration in what is most useful: the buyer decision.

How to fix this:

Aside from using previous data, we recommend using the research questions provided by 5 Rings of Buying Insight™, which incorporates every aspect you need to know about your buyer persona’s decision making process:

  1. Priority initiatives – What causes certain buyers to invest in solutions like yours? What is different about buyers who are satisfied with the status quo?
  2. Success factors – What operational or personal results do your buyers expect to achieve by purchasing this solution?
  3. Perceived barriers – What concerns cause your buyers to believe that your solution or company is not their best option?
  4. Buyer’s journey – Who and what impacts your buyers as they evaluate their options and make a selection?
  5. Decision criteria – Which aspects of competing products, services, solutions, or companies do your buyers perceive as most critical? What do your buyers expect for each?

Ultimate Guide to the Buyer’s Journey- Find out What Each Stage of the Buyer’s Journey Entails

  1. Keep Your Research Questions Simple and Sweet

Marketers often stray from insightful target market findings if they use too much detail in their research questions. When conducting research about your buyer persona through surveys or focus groups, avoid questions that are overly personal or technical. This may deviate your campaign away from any productive findings that would help you truly get to know your ideal customer niche.

How to fix this:

When developing questions, it is best to start by establishing what the key problems or questions are that you ultimately want answers for.  You may start with a larger, broader list of questions… however, do not make the mistake of forgetting to shave it down. In the end, all questions should lead to answers that are simple, sweet, and directly related to the problem trying to be solved at hand.

 

  1. Assuming About the Buyer Persona Leads Campaigns Astray

It is important to remember that the most helpful information comes directly from the customers. When researching a potential buyer persona, it is crucial to avoid filling in the blanks, skipping the interview, or assuming anything about the client. A campaign could go in the complete wrong direction if this occurs.

How to fix this:

Rather than making an incorrect assumption based on survey results, in-depth conversations with people can provide the answers you need to bring your brand to the next level. Additionally, a small sample size may lead to incorrect assumptions. Since quality > quantity, and many agencies fixate too much into demographic or other obvious information rather than actually helpful insights, in-depth interviews are again a solution to avoiding this mistake. In order to avoid an over-reliance on anecdotes, always ensure they are backed up by data. You know what they say about assuming… it definitely does not make an accurate buyer persona!

 

  1. Less is More: Master One Buyer Persona First!

It is important to focus on mastering one target market rather than taking on too many to handle. Trying to tackle too many buyer personas at once can overwhelm. This results in a lower quality of target profile insights and vague understanding of individual buyer personas.  Before deciding to take on another buyer persona, it is important to know that this new initiative will bring about sufficient revenue and that your company has the resources necessary to execute.

How to fix this:  

Instead of pondering how many buyer personas to generate, it is important to first focus on establishing how many ways your company needs to market its product or service as the solution for a given buyer persona. Once these are established, it is much easier to gauge if another buyer persona should emerge.

 

  1. One Stock Photo Cannot Fit All

Though stock photos incorporate a creative, personable, and emotion-driven touch to a targeted campaign. However, marketers often forget that one stock photo cannot fit all customers within a buyer persona. Do not make the common mistake of overthinking a stock photo to the point it (mis)leads your campaign into the (wrong) direction.

How to fix this:

In order to solidify your campaign, be sure to start the buyer persona creation process with fleshed out, concrete ideas about who exactly your target market is. Only then should you allow yourself to do the fun part of depicting this persona; stock photos should embellish your envisioned buyer persona- not create it.

More on Buyer Personas:

buyer persona guide for business