You want to have the following three building blocks in order so that you can also use them in synergy with each other: Actionable buyer persona(s) brand personality Additional ingredient: fire archetype(s) Outside-in: actionable buyer personas Every marketing professional knows the importance of documented, in-depth audience information. Using a detailed actionable buyer persona, you know what the emotional and behavioral triggers and habits of your customers and prospects are within a prioritized market segment. Ideally, actionable buyer personas should be shaped on the basis of (periodic) quantitative and qualitative research.
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Use data and other sources for a good picture of what is happening in your (ideal) market). Map out what are relevant and urgent needs, motivations (they’re why), challenges, fears, and proven effective triggers within your target group(s). Pay close attention to features & variables that provide concrete brackets for targeted communication, and give you the opportunity to apply personalization more often and better. This should give you a sharp and comprehensive picture of the personality of that target audience. You can develop and use multiple buyer personas in your marketing strategy. Want to know more about actionable buyer personas?
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You will find more information about actionable buyer personas. On behalf of Traffic Builders, I am regularly involved in the development of market analyses, customer profiles, and therefore actionable buyer personas. I always get very excited about it. The insights and principles reveal promising touchpoints, nurture creativity in a multidisciplinary way and give relevance and direction to our clients’ content and advertising campaigns. Inside out: brand personality A brand personality or brand persona is a collection of personality traits, attitudes, and values that your brand regularly expresses and shows to make connections with target groups. As a ‘brand personality, the brand persona determines.
