Buyer Persona

It is important at this stage to identify exactly who the target market is in order to tailor content specific to the buyer and ultimately achieve the marketing objectives. 

 

“A detailed buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the organisation. As a result, you will be able to attract the most valuable visitors, leads, and customers to your business."

(Kusinitz)

 

The Buyer Persona Matrix 

 

The following buyer persona matrix has been collated based off assumptions and second hand research of existing social media pages for both Avalanche and its competitors.

It is only then that the buyer persona can be used to justify different content strategies on different social media platforms.

Figure 2. Image created by Author

Connection between Buyer Persona and Product

 

As is evident in the above diagram the persona of Joanne would likely be interested in sugar free products as well as looking after herself through ‘self-care’ and drinking a warm tasty beverage at the end of a stressful day would count as that.

The point that Joanne is time poor means that a product such as an ‘instant’ hot drink is perfectly aligned to the buyer persona.