From the course: Marketing Foundations: Customer Decision Journey
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Use your buyer personas
From the course: Marketing Foundations: Customer Decision Journey
Use your buyer personas
- If I asked you to sell a product, anything, like an everyday pen, and provided you with no other information, it'd be pretty hard to make that sale, right? But what if I gave you detailed insight about the type of customer who's interested in buying a pen, like who they are, where they live, why they need a pen, what color pen they prefer, or how much they're willing to spend on that pen? That would make it a lot easier for you to make the sale, right? That's where buyer personas come in. Use your buyer personas to inform your customer decision journey. They'll help you choose the right marketing touchpoints and customize the messaging across all these touchpoints to specific needs, behaviors, and concerns of your target audience. Most marketers use a combination of macro-segmentation and mass media, such as broader messages on TV, and micro-segmentation and customized messages delivered through digital marketing,…
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