In a B2B context, targeting personas can be extremely valuable, especially when employing content marketing strategies. For example, a B2C company that sells protein bars would not need to create multiple personas, because people from many backgrounds and with varying job titles might purchase their products. While target audiences are valuable tools for many types of content marketing campaigns, buyer personas tend to be more useful in a B2B context, because they focus on challenges and business information. They have names, occupations, likes and dislikes, as well as challenges and ambitions. How a Target Audience Differs From a Buyer PersonaĪ buyer persona is a fictional character who represents one of your ideal customers. Doing so will help you engage key decision-makers and eventually convert them into loyal customers.Īt this point, you might be asking, “Isn’t that just a buyer persona?” And while the two concepts are similar, they are distinct enough to warrant further discussion. To create effective messaging within your marketing campaigns, you first need to define your target audience. Their messaging seems inauthentic and doesn’t really resonate with anyone in particular. When marketers try to appeal to the broadest possible audience for their products and services, they often end up feeling exhausted without much to show for their efforts. It’s much more specific than our target market, which is important because we can craft content marketing collateral that speaks directly to the challenges and needs of this influential group. So a target audience profile for our bookkeeping program might be technology stakeholders with influence on decision-makers at companies that haven’t reviewed their accounting software needs in over two years. And a target market broadly describes B2C or B2B consumers who care about your product or service and, under the right conditions, are most likely to spend money with your company.Īn audience is a segment within that market.įor example, the target market for an online bookkeeping tool might include businesses with over $500K in annual revenue.
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