Two business professors worked with the app’s founders to define buyer personas in a case study at the university where the app was created. And these aren’t just any business professors. They’re the same business professors who created the Buyer Persona Spring mentioned earlier.
Here's what they found:
Persona 1 (B2C): Jim Watson, sports fan:
He is a 52-year-old van driver who lives in Salford with his wife.
Do you have Salford Red Devils season tickets?
He really likes football
Use TV, Twitter , Facebook and Youtube
He is a former athlete who ended up gaining weight and thought about buying a fitness tracker, but is not sure which one to buy.
Are you motivated to use an App to improve your health and quality of life after a friend suffered a minor heart attack?
Persona 2 (B2B): Andrea Rogers, works in marketing for a sports team
He is a senior marketing and communications representative for a major football team.
Manages a small team of social marketing professionals
is about 30 years old and recently married
Use Facebook and Instagram to connect with family, and Twitter and Linkedin for professional networking
Interested in Apps, IoT, virtual reality and eSports
Want to connect the team with more young female fans
You are frustrated because your team doesn't plan to make their own app
3. HaparandaTornio tourist information center
This tourism office in the twin cities of Haparanda, Sweden and Tornio, Finland, needed a clearer digital marketing strategy. A business administration student from the University of Applied Sciences in Lapland worked with the tourism office to develop a persona as part of a new digital marketing plan.
Buyer persona: Maria Suomalainen
Born in Germany but lives in Tornio
Age range between 25 – 34 years old and has two children
Travel with family
Have a bachelor's degree
Use the tourism center website to find events, restaurants, places to visit and shops.
She is dissatisfied with the tourism center's dull social media, which lacks visual content and interaction with visitors.
Uses Facebook , Instagram , Trip Advisor and Pinterest
Prefers posts in video, photo and text formats, as well as Instagram stories .
The Tourism Center is using more visual content now, shares events a lot and has sharing buttons for Twitter , Facebook and Pinterest on its website.
One problem with this buyer persona is that no person is between 25 and 34 years old at the same time. Although this age describes the target audience for this tourism center, the buyer persona must have a specific age.
Think about your buyer persona whenever you make a decision about your social media content or marketing strategy in general. Create your buyer personas correctly and you will create a real connection with your customers, which will increase sales and loyalty to your brand.
