Giving Your Persona a Personality

When I first read about the concept of creating a persona, it was targeted toward creating a design persona. I thought it was an interesting idea, but ultimately not that useful for me. Then I had to create a design persona as a part of a project to fix a process. Once I started doing research, I was utterly surprised by the responses I got from users. I thought I knew my users and what they thought and wanted. Turns out, the form (and by extension, the process) that I thought was so terrible, they thought was fine. They didn’t have nearly as many problems or grievances with the process as I did, or as I thought they would.

4 Misconceptions about Customer Journey Mapping

Marie Antoinette said “let them eat cake.”

Computers running Mac OS X are invulnerable to malware.

Cracking one’s knuckles leads to osteoporosis.

Bears beat Battlestar Galactica.

These are common notions that are pervasive in society. You’ve probably heard them at one point or another. However, if you continue to believe them even now, you are wrong. They are actually some of the most common misconceptions that people believe about history, computers, human anatomy, and television.

There are numerous misconceptions about digital marketing. While this post is not intended to be a treatise on them all, it’s important that you familiarize yourself with four of the most common misconceptions about customer journey mapping, something more and more marketers are engaged in.

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.

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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