For years you've tried to become more and more refined in identifying exactly who your customers are so you aren’t wasting both time and money. In this article, we’re going to address two topics that don’t always get the partnership love they deserve when developing your digital marketing strategy.
Those two topics would be:
1. Developing a Buyer Persona, and
2. Empathy Mapping.
Most of us have probably explored the whole “buyer persona” thing. Whether or not you use the personas in your marketing efforts is another question. The second, Empathy Mapping may be new to some. We feel they should be combined to create YOUR ideal customer. It takes time, and these personas will be revised as your campaigns and business evolves. Buckle yourself in and put on your lucky business hat, because here we go!
It’s a hot topic right now! It’s eating a habanero in the summertime hot. While everyone is trying to figure out how to generate more leads or close more deals, they are also piling on loads of data and trying to figure out their audience. This is good! Except for the fact that some do a bad job of actually putting the information they gather into practice. We’re all moving at the speed of light, which is wayyyyyy too fast to actually put a legit strategy into place.
41% of marketers do not use buyer personas.LinkedIn and HubSpot’s Sales & Marketing Love Story Survey, 2014
There are anywhere from 1 billion to 1 billion and one buyer persona templates out there. Some of those templates take roughly 5 minutes to figure out, while others seem like they take up to a year. We believe some thought has to be put into building out your buyer persona. However, we also REALLY HATE fluffy, unnecessary information that provides us no actual value. Some examples: I don’t care that your buyer persona has a dog, UNLESS it’s relevant to your problem or solution. I don’t care that your commute takes an hour, UNLESS it’s relevant to your problem our solution. And, I don’t care that you have a job at a sandwich shop, UNLESS, well, you know, it’s relevant.
Here are the main questions we ask when developing personas:
So, that’s it. Don’t get crazy. These questions will give you exactly what you need to build a persona. If you want to add some “fluff”, we’re not gonna knock you for it. Just make sure it’s high quality “fluff.” Not that cheap fluff you get from the dollar store.
It’s hard to be a marketer and remain genuine in the eyes of the public (#marketerproblems). Empathy mapping may be implied in some of the persona exercises that you undertake, but is it really emphasized? Probably not. Personas are the personification of your customer. Empathy Maps dig into the “why” and understanding the thought processes of your customer. Simply put, empathy is understanding the emotions, feelings and thoughts of another person from THEIR perspective. NOT OURS!
There are four things we explore when developing empathy maps:
This stuff isn’t new. Everyone has their own style and their own way to execute the development of their ideal customer. The danger in all of this is information and detail overload. Some are big pushers of “the more detail, the better!”. Us? Not so much. We feel in this world of data, data, data, and more data, it’s just another thing that blows our minds apart to the point where we exhaust ourselves.
Want to learn more about creating a solid marketing strategy that will give you more overall structure and piece of mind? You can read The 5 Step Process For a More Structured Marketing Strategy eBook for a more in-depth discussion of these concepts and how you can begin to implement them.
Multiple is a strategic design firm specializing in brand and digital marketing strategy, consulting, and execution.
Contact us if you'd like to learn a lil bit more about what we do and how we do it.