Customer Personas
In Customer Buying Process, we looked at the process companies go through to acquire products and services. In this article, we share a truism of Marketing -- the better you know your target customer, the better you can sell to him or her.
One of the keys to understanding customers is to ask them what they care about and where they get their information.
- What keeps them up at night?
- When they find a problem, where do they turn? Do they go to trade shows? Google? Ask friends?
- Where do they like to get educational information about business needs?
- How do they keep up on competitors and industry news?
Some companies go to the step of creating actual life size photos with names, like Luke and Anya. In fact, SaaS software firm Kadient used a company wide effort to spark discussions about how Luke and Anya would use the product in his or her daily life and how it should be built, marketed and sold in order to connect with him or her.
This was picked up by David Meerman Scott and several other influential bloggers, resulting in a 37% spike in traffic to their website with almost no dollar expended.
