The Agents of Change Digital Marketing Podcast
Developing Buyer Personas That Actually Work with Ardath Albee
Sep 13, 2023
Marketing strategist Ardath Albee discusses the importance of buyer personas in marketing and shares insights on developing effective personas, including the flaws of most persona worksheets, the value of talking to customers, and the process of creating comprehensive personas. Also explores the frequency of updating personas, the use of AI tools, and the importance of starting with one persona before moving on to others.
47:34
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Quick takeaways
- Creating detailed buyer personas allows marketers to connect with their audience on a personal level and create content that resonates with their target audience.
- Regularly updating and refining buyer personas based on market dynamics and buyer preferences ensures that marketers can create content and strategies that truly resonate.
Deep dives
Understanding Buyers through Personas
The importance of understanding buyers is highlighted, emphasizing the need to create personas as composite sketches of segments of buyers who share commonalities. It is crucial to go beyond generalizations, like job titles, and delve deep into the specifics of what they care about, their problems, and their day-to-day concerns. By understanding these details, marketers can increase their relevance and create content that resonates with their target audience.
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