From the course: Marketing Communications

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Identify your buyer personas

Identify your buyer personas

From the course: Marketing Communications

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Identify your buyer personas

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- When I first studied marketing, we focused on the four Ps, price, product, promotion and place. However, what I quickly learned is that every P is impacted by the market intelligence you uncover and how much you know about the market. You have to truly understand your market by breaking down your audience into segments, learning as much as you can about each one, and then identifying different buyer personas for each segment. Marketing segmentation helps you carve out subgroups of customers so you can connect your product benefits to their specific needs and target your advertising and promotional efforts more effectively. You'll see that different buyers go through a journey from awareness and opinion to consideration, preference, and finally to making a purchase. It's what you learn about these subgroups that help you to shape your messages, and the content you share will move them more quickly through the marketing funnel. Let's start with a definition. What exactly is a buyer…

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