Buyer personas

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d_demo_form_alter(Array, Object, 'contact_message_feedback_form') (Line: 545)
Drupal\Core\Extension\ModuleHandler->alter('form', Array, Object, 'contact_message_feedback_form') (Line: 841)
Drupal\Core\Form\FormBuilder->prepareForm('contact_message_feedback_form', Array, Object) (Line: 284)
Drupal\Core\Form\FormBuilder->buildForm(Object, Object) (Line: 48)
Drupal\Core\Entity\EntityFormBuilder->getForm(Object) (Line: 142)
Drupal\contact_formatter\Plugin\Field\FieldFormatter\ContactFieldFormatter->viewElements(Object, 'en-gb') (Line: 91)
Drupal\Core\Field\FormatterBase->view(Object, 'en-gb') (Line: 268)
Drupal\Core\Entity\Entity\EntityViewDisplay->buildMultiple(Array) (Line: 339)
Drupal\Core\Entity\EntityViewBuilder->buildComponents(Array, Array, Array, 'default') (Line: 281)
Drupal\Core\Entity\EntityViewBuilder->buildMultiple(Array) (Line: 18)
Drupal\paragraphs\ParagraphViewBuilder->buildMultiple(Array) (Line: 238)
Drupal\Core\Entity\EntityViewBuilder->build(Array)
call_user_func_array(Array, Array) (Line: 111)
Drupal\Core\Render\Renderer->doTrustedCallback(Array, Array, 'Render #pre_render callbacks must be methods of a class that implements \Drupal\Core\Security\TrustedCallbackInterface or be an anonymous function. The callback was %s. See https://www.drupal.org/node/2966725', 'exception', 'Drupal\Core\Render\Element\RenderCallbackInterface') (Line: 859)
Drupal\Core\Render\Renderer->doCallback('#pre_render', Array, Array) (Line: 421)
Drupal\Core\Render\Renderer->doRender(Array, ) (Line: 240)
Drupal\Core\Render\Renderer->render(Array) (Line: 475)
Drupal\Core\Template\TwigExtension->escapeFilter(Object, Array, 'html', NULL, 1) (Line: 44)
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__TwigTemplate_664517edf8232b1c9b35249a3a7b3448->doDisplay(Array, Array) (Line: 394)
Twig\Template->displayWithErrorHandling(Array, Array) (Line: 367)
Twig\Template->display(Array) (Line: 379)
Twig\Template->render(Array) (Line: 38)
Twig\TemplateWrapper->render(Array) (Line: 39)
twig_render_template('profiles/contrib/droopler/themes/custom/droopler_theme/templates/field/field.html.twig', Array) (Line: 348)
Drupal\Core\Theme\ThemeManager->render('field', Array) (Line: 480)
Drupal\Core\Render\Renderer->doRender(Array) (Line: 493)
Drupal\Core\Render\Renderer->doRender(Array, ) (Line: 240)
Drupal\Core\Render\Renderer->render(Array) (Line: 475)
Drupal\Core\Template\TwigExtension->escapeFilter(Object, Array, 'html', NULL, 1) (Line: 137)
__TwigTemplate_2e8a07611cd4f89db358a461336029c3->block_content(Array, Array) (Line: 171)
Twig\Template->displayBlock('content', Array, Array) (Line: 76)
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Twig\Template->displayWithErrorHandling(Array, Array) (Line: 367)
Twig\Template->display(Array) (Line: 379)
Twig\Template->render(Array) (Line: 38)
Twig\TemplateWrapper->render(Array) (Line: 39)
twig_render_template('profiles/contrib/droopler/themes/custom/droopler_theme/templates/content/node.html.twig', Array) (Line: 348)
Drupal\Core\Theme\ThemeManager->render('node', Array) (Line: 480)
Drupal\Core\Render\Renderer->doRender(Array, ) (Line: 240)
Drupal\Core\Render\Renderer->render(Array, ) (Line: 238)
Drupal\Core\Render\MainContent\HtmlRenderer->{closure:Drupal\Core\Render\MainContent\HtmlRenderer::prepare():231}() (Line: 627)
Drupal\Core\Render\Renderer->executeInRenderContext(Object, Object) (Line: 231)
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Drupal\Core\EventSubscriber\MainContentViewSubscriber->onViewRenderArray(Object, 'kernel.view', Object)
call_user_func(Array, Object, 'kernel.view', Object) (Line: 111)
Drupal\Component\EventDispatcher\ContainerAwareEventDispatcher->dispatch(Object, 'kernel.view') (Line: 186)
Symfony\Component\HttpKernel\HttpKernel->handleRaw(Object, 1) (Line: 76)
Symfony\Component\HttpKernel\HttpKernel->handle(Object, 1, 1) (Line: 58)
Drupal\Core\StackMiddleware\Session->handle(Object, 1, 1) (Line: 48)
Drupal\Core\StackMiddleware\KernelPreHandle->handle(Object, 1, 1) (Line: 28)
Drupal\Core\StackMiddleware\ContentLength->handle(Object, 1, 1) (Line: 191)
Drupal\page_cache\StackMiddleware\PageCache->fetch(Object, 1, 1) (Line: 128)
Drupal\page_cache\StackMiddleware\PageCache->lookup(Object, 1, 1) (Line: 82)
Drupal\page_cache\StackMiddleware\PageCache->handle(Object, 1, 1) (Line: 48)
Drupal\Core\StackMiddleware\ReverseProxyMiddleware->handle(Object, 1, 1) (Line: 51)
Drupal\Core\StackMiddleware\NegotiationMiddleware->handle(Object, 1, 1) (Line: 36)
Drupal\Core\StackMiddleware\AjaxPageState->handle(Object, 1, 1) (Line: 51)
Drupal\Core\StackMiddleware\StackedHttpKernel->handle(Object, 1, 1) (Line: 704)
Drupal\Core\DrupalKernel->handle(Object) (Line: 19)

Warning: Undefined array key "#type" in d_demo_form_alter() (line 169 of profiles/contrib/droopler/modules/custom/d_demo/d_demo.module).

d_demo_form_alter(Array, Object, 'contact_message_feedback_form') (Line: 545)
Drupal\Core\Extension\ModuleHandler->alter('form', Array, Object, 'contact_message_feedback_form') (Line: 841)
Drupal\Core\Form\FormBuilder->prepareForm('contact_message_feedback_form', Array, Object) (Line: 284)
Drupal\Core\Form\FormBuilder->buildForm(Object, Object) (Line: 48)
Drupal\Core\Entity\EntityFormBuilder->getForm(Object) (Line: 142)
Drupal\contact_formatter\Plugin\Field\FieldFormatter\ContactFieldFormatter->viewElements(Object, 'en-gb') (Line: 91)
Drupal\Core\Field\FormatterBase->view(Object, 'en-gb') (Line: 268)
Drupal\Core\Entity\Entity\EntityViewDisplay->buildMultiple(Array) (Line: 339)
Drupal\Core\Entity\EntityViewBuilder->buildComponents(Array, Array, Array, 'default') (Line: 281)
Drupal\Core\Entity\EntityViewBuilder->buildMultiple(Array) (Line: 18)
Drupal\paragraphs\ParagraphViewBuilder->buildMultiple(Array) (Line: 238)
Drupal\Core\Entity\EntityViewBuilder->build(Array)
call_user_func_array(Array, Array) (Line: 111)
Drupal\Core\Render\Renderer->doTrustedCallback(Array, Array, 'Render #pre_render callbacks must be methods of a class that implements \Drupal\Core\Security\TrustedCallbackInterface or be an anonymous function. The callback was %s. See https://www.drupal.org/node/2966725', 'exception', 'Drupal\Core\Render\Element\RenderCallbackInterface') (Line: 859)
Drupal\Core\Render\Renderer->doCallback('#pre_render', Array, Array) (Line: 421)
Drupal\Core\Render\Renderer->doRender(Array, ) (Line: 240)
Drupal\Core\Render\Renderer->render(Array) (Line: 475)
Drupal\Core\Template\TwigExtension->escapeFilter(Object, Array, 'html', NULL, 1) (Line: 44)
__TwigTemplate_0d3ff487ce85faec68e34373bc681e8c->doDisplay(Array, Array) (Line: 394)
Twig\Template->displayWithErrorHandling(Array, Array) (Line: 367)
Twig\Template->display(Array) (Line: 39)
__TwigTemplate_664517edf8232b1c9b35249a3a7b3448->doDisplay(Array, Array) (Line: 394)
Twig\Template->displayWithErrorHandling(Array, Array) (Line: 367)
Twig\Template->display(Array) (Line: 379)
Twig\Template->render(Array) (Line: 38)
Twig\TemplateWrapper->render(Array) (Line: 39)
twig_render_template('profiles/contrib/droopler/themes/custom/droopler_theme/templates/field/field.html.twig', Array) (Line: 348)
Drupal\Core\Theme\ThemeManager->render('field', Array) (Line: 480)
Drupal\Core\Render\Renderer->doRender(Array) (Line: 493)
Drupal\Core\Render\Renderer->doRender(Array, ) (Line: 240)
Drupal\Core\Render\Renderer->render(Array) (Line: 475)
Drupal\Core\Template\TwigExtension->escapeFilter(Object, Array, 'html', NULL, 1) (Line: 137)
__TwigTemplate_2e8a07611cd4f89db358a461336029c3->block_content(Array, Array) (Line: 171)
Twig\Template->displayBlock('content', Array, Array) (Line: 76)
__TwigTemplate_2e8a07611cd4f89db358a461336029c3->doDisplay(Array, Array) (Line: 394)
Twig\Template->displayWithErrorHandling(Array, Array) (Line: 367)
Twig\Template->display(Array, Array) (Line: 43)
__TwigTemplate_c3d8eed58ed72ecd6d68f926f889c16a->doDisplay(Array, Array) (Line: 394)
Twig\Template->displayWithErrorHandling(Array, Array) (Line: 367)
Twig\Template->display(Array) (Line: 379)
Twig\Template->render(Array) (Line: 38)
Twig\TemplateWrapper->render(Array) (Line: 39)
twig_render_template('profiles/contrib/droopler/themes/custom/droopler_theme/templates/content/node.html.twig', Array) (Line: 348)
Drupal\Core\Theme\ThemeManager->render('node', Array) (Line: 480)
Drupal\Core\Render\Renderer->doRender(Array, ) (Line: 240)
Drupal\Core\Render\Renderer->render(Array, ) (Line: 238)
Drupal\Core\Render\MainContent\HtmlRenderer->{closure:Drupal\Core\Render\MainContent\HtmlRenderer::prepare():231}() (Line: 627)
Drupal\Core\Render\Renderer->executeInRenderContext(Object, Object) (Line: 231)
Drupal\Core\Render\MainContent\HtmlRenderer->prepare(Array, Object, Object) (Line: 128)
Drupal\Core\Render\MainContent\HtmlRenderer->renderResponse(Array, Object, Object) (Line: 90)
Drupal\Core\EventSubscriber\MainContentViewSubscriber->onViewRenderArray(Object, 'kernel.view', Object)
call_user_func(Array, Object, 'kernel.view', Object) (Line: 111)
Drupal\Component\EventDispatcher\ContainerAwareEventDispatcher->dispatch(Object, 'kernel.view') (Line: 186)
Symfony\Component\HttpKernel\HttpKernel->handleRaw(Object, 1) (Line: 76)
Symfony\Component\HttpKernel\HttpKernel->handle(Object, 1, 1) (Line: 58)
Drupal\Core\StackMiddleware\Session->handle(Object, 1, 1) (Line: 48)
Drupal\Core\StackMiddleware\KernelPreHandle->handle(Object, 1, 1) (Line: 28)
Drupal\Core\StackMiddleware\ContentLength->handle(Object, 1, 1) (Line: 191)
Drupal\page_cache\StackMiddleware\PageCache->fetch(Object, 1, 1) (Line: 128)
Drupal\page_cache\StackMiddleware\PageCache->lookup(Object, 1, 1) (Line: 82)
Drupal\page_cache\StackMiddleware\PageCache->handle(Object, 1, 1) (Line: 48)
Drupal\Core\StackMiddleware\ReverseProxyMiddleware->handle(Object, 1, 1) (Line: 51)
Drupal\Core\StackMiddleware\NegotiationMiddleware->handle(Object, 1, 1) (Line: 36)
Drupal\Core\StackMiddleware\AjaxPageState->handle(Object, 1, 1) (Line: 51)
Drupal\Core\StackMiddleware\StackedHttpKernel->handle(Object, 1, 1) (Line: 704)
Drupal\Core\DrupalKernel->handle(Object) (Line: 19)

Understand your customers and create multiple buyer personas.

You can then offer a personalised experience that appeals to your target audience by creating content for each persona.

Buyer personas are stereotypical customer types that you invent to represent each segment of your customer base. The idea behind this is that instead of broadcasting the same generic marketing content to all your customers, you tailor your message to the different personas. This way, you can broadcast different targeted content to each of the segments. The result will produce a higher level of interest in your products and services to new and returning customers.

How to use buyer personas

By segmenting your customers and tailoring a different message to each segment, you can:

Identify and prioritise your marketing efforts on those personas that are currently in the market and ready to buy.
Investigate keyword research for each persona and refine the content to reflect improved SEO strategies.
Segment your email lists by sending targeted offers to buyers that fit a given persona.

Persona driven sales stategies

Sales strategies can be tailored to fit your buyer personas and help personalise your communication, making your message better understood.

Creating detailed personas can help build rapport with potential customers by making the message personalised.
The research and preparation of creating a buyer persona will help you understand and address their concerns.
Each buyer persona will have different pain points you can address separately.

Persona driven customer service

Nurturing your customer means communicating on their level so they can easily understand your message.

Use levels of empathy and compassion that matches each persona to best support your customers.
Offer levels of support tailored to each persona by giving, sharing and serving that provides a best fit for your customers.

How to create a buyer persona

When creating a buyer persona, start with a characterisation of your typical customer types.

For B2C businesses, this may be fairly straight forward to visualise. For B2B businesses, you can personify your customer types using expectations and past experiences.

Demographics:

Age group? Income? Location? Gender?

Background:

Business type? Technology savvy? Growth expectations? Education?

Communication channels:

Preferred media? Social media users? Devices used?

Challenges:

Obstacles they hit? Inefficiencies? Risks?

Motivations:

KPIs? What metrics are important to them? Costs?

Goals:

Primary? Secondary?

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme.

This 45 minute call will cover the following areas:

Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies
Add clarity to your objectives by asserting a well defined USP
Generate a business posture by presenting value and results combined with your passion to deliver

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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