The Key Elements of Great Buying Personas

By Brenna Lofquist, Senior Marketing Consultant at Heinz Marketing
It’s no secret that buyers’ personas are a key element to marketing and sales. If you don’t understand the people you are targeting, how are you going to sell them your product or service? Personas should be developed and socialized to the organization, with feedback from sales and other departments that interact with prospects and customers. But what I really want to talk about here are the key elements of a great buyer persona.
In my experience, there are some elements of personas I’ve seen that I don’t find very useful as a marketer, but we won’t get into that. Each persona should act like a guide that will direct the content, formats, and channels your targets are using as well as messaging points that will resonate with them.
By no means is this an exhaustive list, but here are some of the key