Apr 10, 2013 · 12:00 PM
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In this session we will walk you through the steps of developing the "buyer persona's" for your "target buyers", thus enabling you to more effectively engage with your clients and prospects via your online and even offline marketing efforts.
You will receive worksheets to go through during the class so that you will walk away with actionable information you can begin to apply in your marketing messaging efforts.
THE BUYER PERSONA is a comprehensive profile of the target buyer that the company is trying to reach and influence. If done correctly, development of a strong buyer persona will enable you to be able to articulate your market’s goals, problems, and issues so well that they feel as if you are talking directly to them. For your marketing efforts, digital or otherwise, to be successful, it is important to understand not only the needs of your target persona. You also want to understand how you need to communicate with them so that you can tailor your content methods and messaging specifically to them. Otherwise they won’t hear what you are trying to say to them.
– Women 25–45 years old
– 25-45 year old mother of young children who is responsible for her family’s clothing purchase decisions and who needs to buy good value hiking shoes for her kids
WHAT IS A TARGET BUYER?
In order to develop your buyer persona, you first need to understand who is your target buyer. Many companies look at this target very simply. However, the target is more than just a gender and their age range. It also includes where they work, what they are responsible for, and most importantly, what decision are they making that shows they are a good target for your product. Here are two examples of a target buyer for a hiking shoe company.