If you're selling a piece of software for $1,000 per month, then it is highly unlikely the average small business owner can afford it (unless it’s mission-critical). Price > Budget – The number one reason why you may want to create anti-personas is if there is a particular customer who you know simply cannot afford your product.Here are a few scenarios where it makes sense to have an anti-persona: Just to clarify, creating an anti-persona isn’t saying you’re going to actively block these people from using your product or service, it’s just saying you’re not going to focus your marketing efforts on acquiring these people. It is a fictitious character representing a set of people who aren’t your target customers. Anti-personas – An anti-persona is the exact opposite of a marketing persona.A good example of this is accountants who tell small business owners which accounting software to use or web designers who tell their clients which CMS to use. Influencers – Influencers are people that, although they may not directly buy the product, are influencing the actual buyer so significantly and at such a scale that it is worth investing time into these people.This is particularly common in complex B2B sales with longer sales cycles and multiple people involved. Detractors – Detractors are the other people in the buying cycle who can potentially derail the sale even if your main persona is all for it.Here are a couple of other personas I have developed and used in different ways that you may want to consider: It can also be worth looking beyond the traditional ‘buyer’ when creating your personas. You may have multiple marketer personas broken up by business size, or industry, or whatever makes sense for your business. If your target market is ‘Marketers,’ it is perfectly acceptable to have multiple personas for the different types of marketers so long as there is enough of a difference between them to warrant a separate persona. Key segment of your audience – A marketing persona is meant to represent a segment of your target market, not the whole thing. Instead, it is a composite sketch that should reflect the majority of people it is supposed to represent.
0 Comments
Leave a Reply. |