Buyer Persona$/$ Target Company Profile Assignment $($Individual Assignment$)$

An archetype and understanding of a business$$ typical customer$($s$)$ are key to framing digital

marketing messages. Not only does your client need to know who they are, but also what they

like, where the live and what social media channels they prefer. Your client may have a clear

idea of their market, but likely never consolidated their understanding into profile; or your client

has no idea and needs help uncovering and describing target profiles. This is an on$-$going

process in digital marketing as customer preferences and behaviors change constantly.

For a B$2$C client, where the end customer is an individual consumer, you will create

buyer personas.

For a B$2$B client, where the end customer that is a company, you will create target

company profiles.

You are to review your client$$s business model to gain an understanding of their markets,

research segment characteristics and then create buyer personas appropriate for their

marketing efforts.

Instructions:

$1.$ Section A$-$ Audience Segmentation. Your target audience can be summarized with the

help of categorizing them. If a buyer$$s persona is being created focus on $4$ main

segments $($demographic$,$ geographic, psychographic and behavioral$/$ usage$).$ However, if

a B$2$B target company profile, considered other operating variables and company size

metrics.

a$.$ Think about the following questions:

i$.$ What are the pain points of your ideal customer?

ii$.$ What social channels do they use?

iii. Where do they get their information?

iv$.$ What do they desire?

v$.$ What makes them angry or frustrated?

vi$.$ What problems are they trying to solve?

vii. What barriers are they trying to overcome?

viii. What are their goals?

b$.$ Each characteristic should contain at least $2$ distinct segmentation characteristics

by category. Typically, most business will have $3$ to $5$ distinct profiles.

c$.$ Using your choice of Buyer Persona$/$ Company Profile generation tools, create $3$

to $5$ separate personas$/$ company profiles for your client