Digital Marketing All-In-One For Dummies, 2nd Edition

Chapter 2

Uncovering Buyer Personas

IN THIS CHAPTER

Understanding how personas enhance marketing efforts

Uncovering data types to investigate

Collecting the right information

Nothing is more important for you as a digital marketer than understanding your customers. Without such understanding, you can’t develop content or make your product indispensable. Enter the use of buyer personas. Marketers have a love-hate relationship with them. They know that they need to create and use them, but they find personas difficult to develop.

Creating personas can be tricky. You can’t treat them like lifeless customer profiles that are created once and pulled out only for quarterly meetings. Buyer personas represent who your customers are. You have to understand who they are and what they care about. When you create persona documents, you should realize that they change as your company and the world changes. If you’re using the personas you created before the pandemic, you’re probably woefully behind.

In this chapter, you look at how to develop personas that play a critical role in your content marketing efforts. You also see how to avoid making common mistakes.

Reviewing Persona Development ...