Virtually all marketers are familiar with — and most apply — the concept of market segmentation. One under-appreciated way of segmenting consumers is through the use of buyer personas, which are composite identities that represent the types of prospects (segments) that a business is seeking.
As Douglas Karr writes for MarketingTechBlog:
“While marketers often work to produce content that both differentiates them and describes the benefits of their products and services, they often miss producing content for each type of person that is buying their product or service. For instance, if your prospect is seeking a new hosting service, one persona may be focused on performance while another persona may be focused on the security features. It’s critical that you speak to both — and often requires that you target each with specific advertisements and content.”
“It’s about reversing your perception. 90% of your visitors are not prospects… so you need to stop making decisions based on everyone and focus on the 10% with potential. Look at your firm from the eyes of your buyer and build content that speaks directly to their motivation for becoming a customer of your brand.”
TAKE A LOOK at this infographic on buyer personas from Single Grain, a digital consulting firm.
Now, TAKE A LOOK at this video on buyer personas from Savvy Panda, a firm that offers custom Web design, SEO & Internet marketing, social media marketing, testing & analysis, training & education, hosting, and more.
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