Marketing to the Right Audience

According to Scott (2013) in chapter 11 of The New Rules of Marketing & PR, the success of online marketing and PR begins by “identifying one or more buyer personas to target”, and that “building buyer personas is the first step and probably the single most important thing that you will do in creating your marketing and PR campaign” (p. 164).  Indeed, developing accurate buyer personas can help an organization “create specific marketing and PR programs” that can be tailored to each persona, as opposed to “guessing about what to say or where and how to communicate” (p. 168).

For this week’s discussion, consider the business goals of your own organization and:

• Identify or develop two buyer personas that would have a “specific interest in your organization or product or [have] a market problem that your product or service solves” (Scott, 2013, p. 164).  Briefly describe what kind of methods you would use to determine who your buyer personas are and what is important to them.
  
• Construct a short biography for your buyer personas (consider things like their goals and aspirations, problems, media they rely on, best ways to reach them, words and phrases they use, publications and website that appeal to them, etc.).
  
• Describe specific social media marketing and PR programs you would use to reach your buyer personas.

In preparation for this discussion, be sure to complete the assigned readings for Week 4.  Your initial posts (responses) are due by EOD Wednesday, February 11, and should be published to your own blog site. 

Thanks everyone.  I’m looking forward to a great discussion.

References:

Scott, D.M. (2013). The new rules of marketing and PR: How to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly. Hoboken, N.J: John Wiley & Sons