The Proper Buyer Persona. Do Women Belong in the Kitchen? Does ‘link in bio’ Do Anything? 88 Words and Phrases You Can Use to Convert

How to create a correct buyer persona? The beginning of a non-standard Burger King’s campaign, the impact of the “link in bio”, words and phrases that will boost your website activity, and much more from the world of digital marketing in our new episode of the RGray Weekly Marketing Insights and News Digest.

• Have you ever considered your buyer persona while implementing your marketing strategy? If the answer is ‘’no’’, check out our digest about what to keep in mind when creating it.
• The new Burger King’s tweet created a huge buzz in the social media world. Read more about the scandalous tweet.
• Does it make any sense to put “link in bio” in the caption? Learn more in our digest and find out the results of an experiment. 
• Check out the infographic our team prepared for you with 88 words and phrases that will reborn your website.

Are you sure you’re doing buyer personas correctly?

After reading the latest post by Rand Fishkin, we started to have doubts.

Try to answer one question: When was the last time you used your buyer persona?

If you answered something like “a long time ago” then you understand what we are going to discuss now. And the main problem is that when creating your buyer persona, you forget about the goals that they are going to achieve.

Here come steps to follow while creating your buyer persona:

Collect data → Create a buyer persona → Use them for your future marketing strategies

Following this process, two mistakes are often made – creating a buyer persona using templates provided by Google or making the ones that have nothing to do with the business.

Key points to keep in mind while creating a buyer persona:

• The data your team (or client) is asking for to do their job properly.
• More about the sources of that information, as well as its accuracy.
• A wide variety of individuals to represent the persona’s target audience.
• Segmenting those personalities when there’s a valid reason to target, build-for, or promote individuals in those particular groups.

Here is a quick summary of the buyer persona creating process provided by Rand Fishkin:

• Make a list of applications your buyer personas will be used for.
• Include only those elements that can ensure work efficiency.
• Add source data and relative accuracy to each item to avoid confusion and to be able to add, refine, and update findings.
• Use whatever format you like to publish. Anything you love from cute names to custom photos – go for it. Your buyer persona does not have to be like a real person – no one restricts you in creativity here.

To get more information read Rand Fishkin’s full blog post.

Do women belong in the kitchen?

That’s not a joke but a real tweet.

There is a lot deeper meaning here than just a tweet. This is part of the announcement of the Burger King Fellowship Program for female employees to help build their culinary careers.

Since this tweet started the thread, it has caused lots of mixed and awkward reactions. It was like a white-and-gold-or-black-and-blue dress, you know? (it’s white and gold !!).

John – FB Ads specialist from No79 Design – is wondering whether Burger King’s intention was to make this tweet so impressive: “I fully believe they meant to generate an engaging conversation as part of the thread, but did they intend the first tweet to be so impactful?”

Does ‘link in bio’ do anything?

If you communicate with specialists from the SMM field from time to time, then the first thing that may arise is that there are a number of theories that Instagram is picky about the published posts. What do we mean?

For example, there is an opinion that all publications with a caption ‘’link in the bio’’ at the end do not achieve good results and are generally not effective.

It makes sense, doesn’t it? It turns out that the truth is less conspiratorial. Instagram benefits from people staying longer in the app and not switching to other sites.

Stacey McLachlan at Hootsuite tested this hypothesis. Here come the results:

• Publishing posts with the phrase ‘link in bio’ will not reduce its activity. Stacey published three posts. Two of them contained “link in bio” in the caption, one – didn’t. The results were quite opposite than expected. A post with “link in bio” performed better than the ones without it.
• Whether you send users to your bio for a link or not, it probably doesn’t matter. Even though the post with the “link in bio” in the caption got more engagement in this experiment (which was very small-scale), the statistical difference in comparison to other posts wasn’t that significant.

88 words and phrases you can use to convert [Infographic]

Have you tried to make your buyers complete the wanted action on your website? Are you looking forward to generating more subscribers, leads, and customers?

We have prepared an infographic for you with 88 words and phrases that will give your website a second wind.

They are all divided by  the following principle:

• Imply exclusivity
• Imply scarcity
• Lower risk
• Power words

For more details check out the infographic below.