People have Different Needs , Motivations, Expectations and Key Purchase Drivers
Personas are the Who in your targeting plan.
The Who could be of many types and at different stages of the sales funnel or the target hierarchy:
- Ankit (50) : CEO of an automotive firm
- Ankita (25) : Middle manager at an ancillary unit
- Sending out one blanket message to everybody in your target pool and hoping it rings is old-school.
- Creating, maintaining and leveraging Personas is what lends that winning hand to campaigns.
- Audience Segmentation (establishing variance in the target audience) allows the content served to be relevant.
Marketing Automation’s digital tracking and mapping of buyer engagement helps generate personas based on:
- Demographic Data – Occupation, designation, aspirations, responsibilities, interests, income, location, industry, etc
- Ankita (25) : Middle manager Behavioral Data – Challenges, worries, work/life routine, content consumption pattern, etcan ancillary unit
These Buyer Personas can then be targeted with content that speaks the same language as that segment. It resonates better because it has consistency in tone, matter and relevancy.
5 ADVANTAGES OF HAVING CLEAR PERSONAS
- Richer buyer perspective – When you know the position, preferences and traits of specific personas then you can tailor your communication successfully.
- Have a healthy 2- way knowledge sharing in place – You can anticipate and answer persona questions aptly and what you start is a great way to engage with further queries.
- Content preference/relevance – Do they normally get their information from whitepapers? Then give them content in whitepapers not video-graphics (wasted expense on this segment).
- Clear Channel preferences – The persona segmentation process captures, tracks and measures each interaction touchpoint. That way, you can plan rewarding content approaches and engagement plans as you know exactly which channel touchpoints drive better ROI, for each persona segment.
- Sharper content discoverability – You know the language that your target audience segment speaks. Incorporating relevant keywords and phrases make your content easily discoverable.