7 ways buyer personas can transform your digital marketing
Samantha Bass is a 34-year-old mother of two who has a family history of cancer. As a result, she is obsessive about her own children’s health, making frequent doctor’s appointments, eating well and insisting on family exercise.
Until recently, she had health insurance through her parents, but now they’ve decided it’s too expensive, and she’ll have to take out her own cover.
The catch: Samantha isn’t a real person. She is a ‘buyer persona’ – a fictional representation of an ideal client created for a company selling health insurance.
The company knows a lot about her: what she looks like (she has a profile that includes a picture), what her background is, what she thinks about her family’s health issues, her internet habits and what factors might influence her decision to buy health insurance. Other personas might even have a video profile.
For its 10th anniversary, Facebook sent each of its users a customised video, highlighting their most popular posts and pictures since they joined. The series was a hit: over 200 million people downloaded, watched and then shared their version.
When you have over 99,000 followers on Facebook, could you be doing anything wrong?
“We’re not doing social media. It’s just too risky…. It’s a waste of money… We’re doing fine without it.”
The key to social media success, we are told again and again, is to “Know your audience”. And like many clichés, it’s true.
Michael Stelzner is one of the biggest success stories online. Five years ago, he launched 
Good LinkedIn company pages are few and far between. In fact, bad ones are few and far between as well! Most companies simply don’t seem to bother completing the basic information on them, let alone updating them frequently.