By Patrice Meadows — Jan 18, 2018 11:00 AM
Tailoring marketing messages to meet the specific needs and interests of individuals is much easier with buyer personas.
What is a buyer persona?
For those of you that are unfamiliar with the term, a buyer persona is a collection of demographic and psychographic information used to help communicators create persuasive messages for prospective buyers.
Marketing in higher ed? Here’s a whole blog dedicated to helping you build personas to reach your audiences.
How are buyer personas used?
Marketers and salespeople use buyer personas to tailor their communications to match the needs of specific audience segments and/or individuals.
How? They take core marketing messages and revise them to address specific pain points, interests or aspirations of relevant personas.
Why? Because people are more likely to pay attention to content that was created with them in mind.
Now that we have that out of the way, let’s discuss how to make these essential tools even better.
How can behavioral analytics data improve personas?
With the help of technology that tracks and stores behavioral analytics data, we can give buyer personas a much-needed facelift. Instead of basing critical communication decisions on focus groups, surveys, or isolated observed behaviors, marketers can use data to improve the accuracy of buyer personas.
Next-gen tracking tools reveal new, deeper, more and valuable information about how buyers digest content, respond to offers and make purchase decisions. Many popular tools leverage behavioral analytics on their platforms as a part of their business model. Giants like Google, Facebook, and Twitter track users’ response to information presented in feeds to determine what type of posts to show most often. Marketers can use this data to better understand buyer motivations and craft more accurate personas.
Tracking how users respond to different types of information can be especially helpful in improving conversions among historically illusive or disengaged buyers. Updating personas to reflect insights gained from behavioral data can help marketers craft content that is more likely to appeal to these individuals.