How to approach PPC personas is an area which comes up in discussions with firms looking to expand and better target their content to potential and existing buyers and influencers.
Why should I create personas?
Buyer personas are detailed descriptions of a customer profile. They represent a particular segment of the audience you are trying to reach to buy your product or service.
They are used in content marketing to focus on what the needs are for your customers in that particular profile group. They can also help you better understand what things you might want to consider and the requirements that these customers and stakeholders might have.
This in turn can help you in how to communicate with these buyers. It can help you devise or adapt marketing campaigns that are more likely to appeal to them. It may also give your customers the useful information they need to make their decisions and cases onto their stakeholders.
Reading materials to help you get started
I am sharing a few links to help you get started if you are learning about this area. I hope these links will also help practitioner colleagues in the Chartered Institute of Public Relations who are new to this area.
Carolyn Lyden’s article in Search Engine Journal has been written this week (August 2021) on learning from the sales process when identifying and targeting.