As a marketer or business owner, you're likely familiar with the concept of a target audience. We've been told repeatedly that no product can appeal to everyone, and every business should market to a select group of individuals.
Although it's important to segment any market and identify potential buyers, the traditional concept of target audience identification leaves many critical aspects of consumer behavior aside. Buyer personas have emerged as a more holistic way to approach the process of customer-focused marketing, and play an integral role in building a comprehensive Inbound strategy.
Here, Shannon explores what goes into the building of a Buyer Persona, and explores multiple scenarios which help to illustrate the picture of just how diverse customer motivations can be.
To learn more about how to develop a buyer persona, check out the resources below:
- HubSpot: The Marketer's Guide to Creating Buyer Personas
- Content Marketing Institute: Tips for Buyer Personas
- HubSpot: Sample Buyer Personas
Image credit: http://www.flickr.com/photos/greghickman/4306344519/sizes/m/in/photostream/