The Power of Big Data & Psychographics – Buyer Persona Development

The technology showcased in this video is a bit scary. I mean the fact that there is a system of computers, algorithms loaded with massive amounts of data on the habits, beliefs and temperament of each of us is intimidating. I imagine one way to look at the technology is to seek to understand it so we can understand how to make our own informed political decisions. The flip side is to understand how to call our ideal prospects to take action on the products, services we offer.

The CEO of Cambridge Analytica presents how his technology enabled Ted Cruz to make a compelling run for POTUS.

This video is important because each of us has the same opportunity to understand our ideal customers in detail.  I suggest you listen well because if you do not your competitors are and in that case you ignore the message shared by CEO Nix at your company’s peril.

 

 

Why Building Buyer Profiles Matters

This video provides a high level view of why you should commit to understanding your buyers at drill down levels and how to begin to do the work.

We believe that knowing your audience well enough to build credible “Buyer Profiles” and “Buyer Personas” is the first step to serving them well and selling more.

When you understand the narrative of the audience you serve you know the gains and opportunities they celebrate, you are intimate with the challenges and the pains they endure. When you know your audience well enough to tell the story of a day in their life as well as they can, that is when you are ready to market and sell to them.

This short video provides perspective on the extended value proposition offered by a well built buyer profile. When we do the work to build our profiles so they are accurate pictures of the people in the markets we serve, those very same profiles become central to the success of the content we produce, the marketing campaigns we run and the sales proposals we present.

When a Fortune 500 company runs a marketing campaign they employ “Big Data” resources to direct their messaging at precisely who they are trying to reach. Today with easy access to information each small and mid sized business has the very same opportunity to run highly optimized data driven marketing and sales campaigns. The only caveat is that you must do the work, the heavy lifting that goes into building buyer profiles and personas. In order to build buyer profile and to understand your buyer’s persona requires diligence and continued commitment to do the work. Diligence because the work is hard. Commitment because the people in the markets we serve are dynamic and in flux as they respond to an ever changing marketplace.

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