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Mark Carver talks about Buyer Personas

Kathryn Minchew, Less Ordinary Content

Each week at GIN we have a ten minute speaker. This morning, Mark Carver from ActivStep took the floor with a presentation on buyer personas.




Mark defined buyer personas as detailed descriptions of target clients. These form an essential part of what Mark offers his clients but he encouraged everyone in the room to have a think about how using them could help form our marketing strategies. A well-created buyer persona would help us with your web content, data capture, key word choices, content plans, specific content offers, blogs, social media strategy and to segment contacts. Mark also drew our attention to 'negative buyer personas' i.e. the customers you don't want! As a bonus for all of us GIN members, Mark sent out his spreadsheet with the 11 categories he uses to build buyer personas.

What I took from the presentation was a reminder that you need to know who you're selling to, before you start trying to sell to them. 

Every week those of us who are in the room learn something which has the potential to make a real difference to our business. Next week on the 20th of November we'll have Matt Blewett from Shuttercraft and on the 27th November it'll be Polly Gilder from Pad Property. If you want to join us then contact one of the members or put your details in the comments box and we'll add you to the guest list.