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Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
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When it comes to developing your marketing and branding strategy, there is nothing quite so important as having a clear understanding of your target market. For example, you might know that you would like to sell your product or service to 25-40 year old women. However, trying to start a campaign or business based entirely on demographic information isn’t always enough.
When we speak of buyer personas as humanistic understanding, we speak to understanding who buyers are, what goals motivate their actions, how they behave, how they think, why they make the choices they do, what influences them, and what emotional behaviors impact their decisions. We want to understand the human experience contextually, the scenarios where they unfold, and the mental models buyers use.
New European Union legislation on “the right to be forgotten” allows people to remove themselves from search results. Why hasn’t this been an issue in the U.S.? And what happens when you have the ability to remove yourself from history? There are also some profound implications for marketers and content creators.
Buyer personas are tools that help bridge the gap between customer experiences and expectations and the assumptions that brands make about their target audiences. Based on real data, they include educated guesses about personal histories, motivations, concerns, and pain points.
Companies today must check against their current status quo thinking about buyers. Being careful to not influence with self-referential code and projecting one’s own beliefs on customer views. What matters most is to understand what buyers think, the context in which they think, and why they think as they do.
It is downright scary. Pressure is building to come out of the recession and light a fire under growth. Marketers and sellers are responding impulsively. How? Slipping back into a time warp of the ‘80’s. But sliding backwards is not the direction B2B organizations need to be heading right now.
According to a recently released study what you Like on Facebook is an indication of your personality, right down to sexuality, political leanings and intelligence. Too few brands have yet to understand this connection.
It’s a fact that buyers have radically changed their buying behavior. This must be tied to execution changes in both marketing and sales.
Buyer personas are a great way to connect your content with the needs and wants of your buyers. Personas are drawn from LinkedIn member profiles and provide parameters that help you with your targeting. Out of the big 3 social networking sites, LinkedIn is the place to display your professional profile. Unlike Facebook and Twitter, it's focused on professional titles and duties.