Building a buyer persona is a cornerstone to any marketing strategy. Not only that, a company that is unable to empathize with its target customers can never hope to be customer-driven. And, if you don't know your customers and their goals, objectives, or pain points, your marketing programs will never produce the ROI you want. Your success starts in prioritizing and understanding your market segments and the persona(s) who live in those segments. But completing a buyer persona template is not just a rote exercise. Every component must be carefully considered. These 10 steps will guide you to success in both creating a high quality buyer persona, and more importantly, aligning your sales and marketing teams for success. Be sure to download the PDF of the complete course presentation.
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Transcript
So how do we go about building a persona? Well, first you need a template. But having a template is not enough. In fact, there are variations in the template. We don't really care what the template is, as long as it inspires you to ask specific questions and think about multiple dimensions about your target audience and their profile. So there are 10 steps.
I'm going to walk you through each one and give you some practical advice on how to set up the step how to conduct the 10 step and how to put that information to use in a final persona.