The buyer persona gap that’s costing you customers and making your marketing less authentic Buyer personas are a foundational component of many brands’ marketing strategy. Personas often serve as a blueprint that guides marketing campaigns, customer journeys, and even product development. Even though buyer personas are highly effective, they often miss the helpful context that marketers need to effectively serve the various identities their ideal customers possess. As a result, personas aren’t converting certain consumers at the rates that they could be. In this post, I’ll share where traditional buyer personas miss the mark and how to fix it. Table of Contents The Gap in Most Buyer Personas Consumer identities are often part of their decision-making process. How to Make Your Buyer Personas More Effective The Gap in Most Buyer Personas As an inclusive marketing strategist and consultant, I work with my clients to audit various components of their customer experience. This often includes reviewing and providing feedback on their creative briefs as they work on creating campaigns. It also involves getting consumer feedback on what they make. Whenever I flag materials that can be improved regarding consumers with specific identities, brands have included specific buyer personas in their creative brief. However, the execution of the materials wasn’t as successful. That’s often because the personas lacked the depth of information about the various identities of the consumers that the brand wanted to reach. And as a result, the corresponding campaigns...

Target Audience: How to Find Yours Have you ever seen a product, service, or marketing ad and thought, "Who in the world is this for?" We've all seen marketing campaigns that have fallen flat because they didn't connect with their target audience, or it was unclear who the target audience was. Understanding target audiences is key to the success of any marketing campaign because consumers will feel as if they connect with your brand. If you're unsure how to find your target audience, here's what you need to know. What is a target audience? Target Market Vs. Target Audience Types of Target Audience How to Find Your Target Audience Target Audience Examples They are also used to define the buyer persona of a business, as well. Buyer personas are a representative overview of a business's ideal customer drawn from data that makes up a target audience. Some of these demographics and behavior areas are: Location Age Gender Employment Income This information helps understand the customer and how they make purchase decisions. Targeting a specific audience will help your campaigns reach the correct people who will relate most to your company's message and products. Always make sure to understand the difference between target audience and target market. While similar, their difference is critical for marketers. Essentially, you can describe your target market by finding your target audience....