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Getting Inside Their Heads: Using Buyer Personas & Customer Journey Mapping as a Tactical Framework for Learning about Your Customers [Part 4]

The size of the spatial gap between a train and a station platform can be no wider than 3 inches as of 2009 according to a report published by the New Jersey Department of Transportation (NJDOT).

While the size of the platform gap varies from station to station, and from country to country, the spatial gap you must traverse to enter or exit a train, subway, or metro car is usually just a few inches wide. And despite the fact that falls into the platform gaps on the Long Island Rail Road (LIRR) – that travels between New Jersey and New York – have decreased by 80% since 2007, falls still happen every year.

Getting Inside Their Heads: Using Buyer Personas & Customer Journey Mapping as a Tactical Framework for Learning about Your Customers [Part 3]

Creating buyer personas should form a critical piece of your digital marketing strategy, and is essential to understanding your clients’ target buyers; however, it is merely part of the process you and your organization must implement in order to really get inside the heads of your clients’ customers.

The other critical part is understanding a buyer’s journey through the various stages of your clients’ sales process.

If your Marketing isn’t Authentic… It’s Crap.

Even as we pour millions of dollars into various campaigns, we acknowledge that one of the most powerful marketing tools available is word of mouth. Studies are done on this topic, it’s talked about at conferences, but really you already know why word of mouth is so powerful: every marketer in the room would listen to their friend over an ad.

If we were to do a quick survey of customers that are relying on their friend’s suggestions we’d quickly find one recurring theme – trust.

People trust people. They don’t trust companies. And why don’t they trust companies? Because companies have an agenda. Or better yet, they’re not authentic.

Getting Inside Their Heads: Using Buyer Personas & Customer Journey Mapping as a Tactical Framework for Learning about Your Customers [Part 2]

Welcome back for Part 2 of the Getting Inside Their Heads series.

Now that you know what a buyer persona is, you need to understand the science behind creating them for clients’ customers.

Creating buyer personas is somewhat scientific in nature because it involves lots of research.

While many people’s first thought in creating a buyer persona is to simply create hypothetical customer personalities based on their target audience, these will ultimately get you nowhere.

A target audience is much different than a target buyer. Your target audience may refer to key demographics like location, age range,  gender, and occupation type; however, your target buyer will include these characteristics and even more specific criteria.

So what’s the scientific method to crafting the ultimate buyer personas?

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