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Persona Development

Know Your Audience

Understanding who your target audiences are contributes to multiple aspects of your organization’s strategic marketing plan, including positioning, content strategy, brand persona, and advertising channels. Each audience persona will include a synopsis of the personality, scenarios, pain points, and desires. These factors will contribute to developing relevant touch points for each persona.

Persona Development | Brand Strategy | Brand Personas Drop-Shadow Pattern

Get Personal

Delivering a relevant message.

Understanding who your target audience is helps inform digital marketing campaign strategy. These exercises build out multiple persona types that will outline demographic information, personality traits, pain points, and typical marketing channels that they may be found in. This information helps avoid writing and designing marketing pieces for the wrong audience. For example, if your persona is someone in their 60s and looking for Medicare, fast-paced videos with casual scripting posted on Instagram is likely not the way to reach them. That style of creative would be more suitable for a fashion brand targeting 15-25 year olds. It’s possible to have a wide range of personas, which simply means you must consider multiple types of content to help them through their buying journey.

What's Included in a Strategic Marketing Plan Process
Advertising, Branding, Marketing, Tips & Tricks October 29, 2019 | Tim Bouchard

What’s Included in a Strategic Marketing Plan Process

Defining and documenting critical elements included in a strategic marketing plan sets the stage for a truly differentiated approach to success within your market. An effective strategic marketing plan should include exercises and documentation meant to Read More

Building Materials B2B Marketing & B2C Marketing's Funny Relationship
Advertising, Branding, Marketing September 25, 2019 | Tim Bouchard

Building Materials B2B Marketing & B2C Marketing’s Funny Relationship

In building materials B2B marketing and B2C marketing, two different persona audiences are attracted to products in the same way, but buy them completely differently. So let's take a look at the situations and pain Read More

Advertising, Branding, Marketing April 05, 2016 | Dan Bauer

How Identity Marketing Shapes B2B Content

I was reading a recent report from HubSpot and Buzzsumo that breaks down what types of content perform well for B2B and B2C marketing and one line in particular caught my eye: "The aim of a B2B company Read More