HOW PERSONAS DEFINE JOURNEY MAPS?
WHO ARE THE PERSONAS?
An avatar of your target audience- Personas are seemingly real archetypes created based on consumers’ media consumption habits, attitudes, goals, demographic and psychographic information. The Who could be of many types, at different stages of the sales funnel or at different levels of target hierarchy: CEO of an automotive firm Middle manager at an ancillary unitIT Manager at a distribution centre
- 1. Richer buyer perspective
- 2. Creates healthy 2-way knowledge sharing
- 3. Relevant Content Strategy
- 4. Clear Channel preferences
- 5. Sharper content discoverability
- 6. Insightful interactions
- 7. Reduces the risk of losing leads to oblivion
- 8. Aid in segmenting target audience
8 Advantages of having clear personas:
Persona” -lized Segmentation
Persona segmentation establishes variance in the target audience. It uses Marketing Automation’s digital tracking and mapping of buyer engagement to create rich, powerful, data-driven personas within segments. Each segment is targeted with communications, tailored to its preference or needs.
The process of segmentation is mapped to– Persona based segments
Based on real-time explicit and implicit buyer data (Geographic, demographic, psychographic or behavioral). Businesses then decide which segments/personas produce leads with the highest revenue potential, and then prioritize marketing and sales horsepower behind those.– Stage in buyer’s journey
Each buyer’ journey stage has its own set of pain-points and needs. Gauging these and mapping communication strategy accordingly makes consumers more receptive to a product or marketing message throughout the sales pipeline.
When the buyer is being tracked, traced and trailed through his sales funnel journey, he feels recognized and understood. Businesses effectively increase likelihood of conversions as a result of these relevant customer interactions.