Persona Development: 15 Minute Series
Years ago when I was teaching at The New England Insitute of Art I began to teach my students about demographics and how important that research was to designing their website projects. At the time I didn't realize how far ahead of the curve that I was. We now call this type of research that I was teaching "Persona Development," and there are now full courses devoted to this subject.
One of the best books out there on this subject is Adele Revella's book: "Buyer Personas." Persona development is so critical to successful marketing, and yet it is a known fact that only 44% of B2B small businesses use this critical marketing ingredient. (1)
You have to wonder how marketing decisions are being made. Prior to my early work with personas --- I was also much affected by Seth Godin's work. First with his critical tome called "Permission Marketing," and then secondarily with his work in the seminal text: "Tribes."
Persona development is so critical to your success that it often amazes me that business owners who are trying to grow a business don't even know about it. I am not goig to go into detail now as to how you create a buyer persona in this blog post. I will do that in a future post, but I am going to give you some impetus to continue to read my posts on personas by sharing with you the following stats:
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(1) https://www.protocol80.com/blog/2015/08/14/11-buyer-persona-statistics-that-prove-personas-are-awesome/
(2) https://www.mltcreative.com/
(3) https://www.hubspot.com/
(4) https://www.businessesgrow.com/
(5) https://www.itsma.com/
(6) https://www.act-on.com/
One of the best books out there on this subject is Adele Revella's book: "Buyer Personas." Persona development is so critical to successful marketing, and yet it is a known fact that only 44% of B2B small businesses use this critical marketing ingredient. (1)You have to wonder how marketing decisions are being made. Prior to my early work with personas --- I was also much affected by Seth Godin's work. First with his critical tome called "Permission Marketing," and then secondarily with his work in the seminal text: "Tribes."
Persona development is so critical to your success that it often amazes me that business owners who are trying to grow a business don't even know about it. I am not goig to go into detail now as to how you create a buyer persona in this blog post. I will do that in a future post, but I am going to give you some impetus to continue to read my posts on personas by sharing with you the following stats:
- Using a persona development process to define your target market for an email campaign can increase your open rate 2x and clickthrough rate 5x. (2)
- Using a persona development process to help design a website makes that website 2 to 5 times more easier to use by the targeted audience than those that do not. (3)
- According to Mark W. Schaefer, up to 4 solid personas can account for over 90% of a company's sales. (4)
- 48% of buyers are more likely to consider solution providers that "personaize" their marketing based upon their persona results.(5)
- A persona development case study added the following value:
- 900% increase in length of visit
- 171% increase in marketing-generated revenue
- 111% increase in email open rate
- 100% increase in the number of pages visited(6)
I will be writing another post next week describing the persona development process.
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(1) https://www.protocol80.com/blog/2015/08/14/11-buyer-persona-statistics-that-prove-personas-are-awesome/
(2) https://www.mltcreative.com/
(3) https://www.hubspot.com/
(4) https://www.businessesgrow.com/
(5) https://www.itsma.com/
(6) https://www.act-on.com/
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