In order to be good at marketing, you need to understand who the people are that you’re trying to market to. One thing that is important to remember when developing marketing strategies, is that things in the digital world change, and these changes affect what your target audience needs and wants. As a result, personas need to evolve. Personas are created through customer insight and research, so they are important to pay attention to when creating marketing campaigns.
- In order to be a great marketer, you must have a robust composite sketch of your target market.
- When creating a persona, you need to collect data on your audience’s interests, needs, and preferences.
- Consult with your sales and support staff to give you insight into the customers and buyers they interact with on a daily basis.
“Ardath Albee defines a persona as a composite sketch of a target market based on validated commonalities – not assumptions – that informs content strategy to drive productive buyer engagement (i.e., revenue).”