Your IT marketing benefits from the design of valid customer personas. This helps you to know where to aim outreach and how best to construct new marketing materials. But you’ve got to be careful to consider a few things.
First and foremost, people are always changing. Who they were isn’t who they are, or who they’ll be. Secondly, the line between stereotype and demographic outline is thin. Following are tips to help you stay on the side of accurate clientele representation rather than marketing for stereotypes:
Inform Personas with Data from Real Clients
IT marketing needs to be based on information, not opinion. Your opinions will be informed by your bias. Your biases may not necessarily be fair, especially if the personalities of your target demographic have a pernicious edge.
Stereotypes come from shallow mental segmentation of those other from either yourself or your group. This is harder to do when you’re developing things from data than when you’re developing them through experience you’ve had personally.
Don’t Design an Outline, Get Deep
Don’t use the data to design some shallow solution which only partially represents the reality of the situation. Get deep. How long did X customer remain with you before either leaving your operation, upgrading, or closing down? What was their regular spending? What could you have done better? Each new client provides more information that allows you to increase the depth of buyer personas for more success in future conversions.
Reviews and Content Reveal Additional Data
How clients review you and how they react to content you produce provide additional data points you can use to help round out forward marketing endeavors and create more effective personas.
Effective Buyer Personas
Informed marketing should yield increased conversion. An IT marketing team which uses diverse means of collecting data, informs personas from actual data, and puts as much information as possible into personas will likely establish more representative outreach.