Buyer personas may be one of the most discussed, elusive, and least understood facets of marketing. The key to converting prospects into customers is based on a clear understanding of who you are marketing to and how to get them interested in your product.
The first step in creating effective, actionable buyer personas is to interview the people you are targeting. Don’t fence them in — ask open-ended questions about what they like and what they want, their favorite social media hangouts and websites, and especially what they expect from your product or service. Once you have created an amalgam “character,” give them a name (e.g., Molly or Andrew). Then post their picture and description for your marketing and sales teams so they will be familiar to everyone. Some companies have one persona in mind — but having several is common. Read more ›