The Benefits ofBuyer Personas

that Segmentation Can’t give you

CloudAnalysts.comYour Digital Marketing Consulting Partner

CloudAnalysts.com

Your Digital Marketing Partner

Obsessed with uncovering your greatest assets, helping you be the

best digital marketeers possible.

Personas..

Many Marketing ManagersHave heard of the concept,But haven’t yet implemented personas.

Their Confusion:Buyer Personas versusMarket Segmentation --

What’s the difference?Why should any marketer care?

Important differences ofMarket Segmentation vs. Persona-based Marketing

Which vs Who

Market SegmentationA marketing technique that helps companies analyse which segment to target.

PersonasHelps companies communicate their chosen segment effectively by humanizing it.

Segments are Measurable SegmentQuantifiable piece of the market.Exact, measurable.

Eg B2B segmentationBy Industry:retail, professional services, manufacturing, ao

Segment based on known facts:# of companies, company size, staff, revenue, payroll, etc.

Personas are Addressable PersonasTools, not targets. Fictive depiction of ideal buyers. Not to be measured, but to be understood, and related to with empathy.

Purpose of PersonasFor digital marketers (social, content, email and influencer mktg)To communicate better,tailored to target audiencesIn customer journeys.

Segments can be Granular

Segmentation drill-down Market segmentation can have levels of granularity. E.g. buyers of treats, donuts, or donuts with apples; or prospects that are UK-, London-, or Chelsea- based.

Vary Approach by Sub-Segment NeedsNeeds by segment may vary slightly, warranting some unique marketing.

Personas can have Depth A PersonaHas measurable characteristicsAnd more…

Persona with DepthValues, Motivation, Attitudes, Online & Buying Behaviour, and Buying Circumstances, i.e. identifiable rather than measurable factors.

Depth through Anecdotes

Personas that work wellThose build on anecdotal evidence, stories, scenarios and case studies of needs & buying circumstances.

Richly-described PersonasMakes them more realistic,And makes marketing to them digitally easier.

How Personas & Segments differ

● It’s Who vs Which.● Segments are measured, Personas described.● Segments can increase in

granularity,Personas can gain depth through buying anecdotes.

Digital marketers need both segmentation and personas.

of Persona Analysis that Segmentation doesn’t give you:

● Can help your company’s content marketing be more effective as communication becomes human and focused.

● Can assist in your company culture becoming more customer-centric.

5 Marketing Benefits

Cont’d.

● Our persona consulting work and customer-centric analysis has identified new product & service opportunities for our client companies.

● Persona development can help discover promotional marketing opportunities, e.g. hidden seasonality.

● Personas can mean the difference between losing share to aggressive competitors, and profitable growth ahead.

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Visit our siteBook a free 30 minute session to discuss your challenge & opportunity.

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Let us help you● create insightful market segments

to maximise profit & growth● create realistic personas of

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