In case you had a very busy 2014, we’ve aggregated the top articles written in 2014 by marketing consultants, agencies, practitioners, and more all dedicated to furthering the adoption of buyer personas.
- Why Marketers are Keeping Buyer Personas in the Closet, by Ardath Albee for Content Marketing Institute, January 2, 2014
I talk with a lot of marketers who insist they have buyer personas, and some who have no clue that they do but find them lurking in a file somewhere once they start looking. In the latter case, it’s usually because a past marketer had them created.
- Using Buyer Personas to Boost Your Paid Search Performance, by Andrea Atkins for Search Engine Journal, December 22, 2014
Using buyer personas can skyrocket your paid search campaign results in record time and give you insights into the motivations that truly drive your target audience to take action. Resist the urge to keep your buyer personas trapped in silos; share them with your content producers, copywriters, and web designers to get the best campaign results across every channel.
- How to Develop Your Buyer Persona and Reel In Better Customers, by By Charles E. Gaudet II for Forbes, October 28, 2014
As Steven Wright once said, “There’s a fine line between fishing and just standing on the shore like an idiot.” If you don’t want to just stand on the shore, it’s time to learn a little more about your customers.
- How GE Uses Human Connection to Empower B2B Storytelling, by Tony Zambito, October 5, 2014
What GE is grasping and B2B marketers need to grasp is in order to understand what buyers care about and understand their human story, it takes a dedication to listening. Listening and insight translation is essential, both internally with producers as well as externally with buyers. Stories cannot be made up or be pulled out of thin air.
- How to Create Buyer Personas for Your Business, By Fernando Florez for the Lander blog, October 14, 2014
One of the first steps to defining authentic, accurate buyer personas is to carefully map a typical customer journey at your company. This may vary slightly for every segment you cater to, but it’s important to understand these distinctions to capture the right kind of leads. This helps you pin down what kinds of information potential clients look for during each stage of the sales process.
- 3 Organizational Commitments Required for Marketing Success, by Mary Wallace for Marketing Land, December 9, 2014
Buyer personas serve as the foundation for what is communicated, where it is communicated, and how it is communicated. Personas can also be injected into research and development initiatives. Since the personas represent who your buyer is — their wants and needs — R&D can benefit immensely from them.
- Buyer Persona Basics, by Rekha Mohan for the Act-On blog, October 7, 2014
Your customer base is not a monolithic, homogenous mass. Every audience can be divided into groups by attributes such as industry and title, characteristics such as “Twitter user”, commonalities such as obstacles, and so on. When you create a range of personas that represent the actual customer groups you sell to, you can then reach each group more effectively by tailoring content to the persona.
- The One Thing You Have to Do When Creating a Buyer Persona, by Jessie Coan for CMO Essentials, May 6, 2014
It’s a tough world out there for organizations; increased competition for attention and higher expectations from buyers mean that marketing messages need to be targeted and relevant. Savvy marketers use buyer personas to help them hone those messages, but just because you’re creating personas doesn’t mean that you’re using them correctly.
Did we miss any? Leave your recommendation in the comment section below. Happy reading!