Improve audience understanding for more persuasive marketing campaigns in four steps Gone are the days of randomly placing keywords and ranking for any term we liked. Today’s savvy marketer recognizes that in order to succeed in the Google search results, and more widely online, we need to forget old-school techniques of trying to appeal to the search giants and focus instead on our end user.
Customer personas are a powerful marketing tool which enables us to better articulate our audience’s needs and complexities in a usable manner. Here, I’ll explain how to create useful marketing personas to guide your marketing strategy. Download Expert Member resource – Persona research guide
This guide will help you build personas using the most appropriate research techniques. The research doesn’t need to be lengthy or costly, as this guide explains. Access the Persona research guide Back to basics: audience demographics The first step to better understanding your audience is to extract basic demographical information. There are various ways to do this. Ask your client/team The first place to look for audience information is your client (if you work in an agency) or your team (if you work in-house).
Gather your marketing team, your sales team, your customer service team and ask them: Who are our customers? Where are they based? What jobs do they do? What do they need? Why do they buy from us? We did this exercise with one of our clients, Donington Park (an events venue here in the Midlands), […]