Part 3: Persona Development and Content Mapping
All marketers know it is important to understand WHO your customers are. At first blush, one might assume we are looking at characteristics such as age, gender, race, and/or income level. But we are not referring to demographics here, we are referring to psychographics, the term used to describe segmenting your customers by lifestyle, personality, motives and attitudes. Identifying your customers by developing psychographic personas for each segment will enable us to create content specifically tailored to that segment, which will be more effective, impactful and memorable.
We will develop one persona for each distinct customer group, each group should have different buying cycles, and that will be the factor that separates them.