‘Why Real-Life Results Don’t Meet Buyer Persona Expectations’ – Entrepreneur
Aaron Agius says, “As content marketing gains steam as a strategy in the marketing world, more businesses are taking a stab at building buyer personas.
According to Customer Think’s State of Buyer Personas survey, 57 percent of respondents did their first-ever buyer persona development initiative within the last two years. But that wasn’t the survey’s most interesting finding. Despite efforts to really get to know their buyers, only 15 percent of survey respondents thought their efforts were effective.
So if your buyer personas are falling short of your expectations, you’re not alone. Here’s a look at why it might be happening.
You stick with what you know.
The first place most businesses start when developing buyer personas is by profiling their current customers. Then, they use their own perspective of their products and services to develop pain points and unique selling propositions”.
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