Buyer personas can still rarely be found in marketing concepts for trade shows, exhibitions, conferences and other B2B events – which is a pity, in my view, and a missed opportunity.
Buyer personas are fictional characters that represent your key customer segments. Ultimately, buyer personas are the litmus test for any content marketing activity:
- Will the (visitor marketing) bait be attractive for the fish?
When you have well crafted buyer personas, the chances of meeting your target audiences’ expectations with your content are a lot higher. At the same time, buyer personas help you transmit a better image of your event towards business target customers like exhibitors and sponsors.
In e-commerce, creating buyer personas is a common and proven marketing strategy. Buyer personas help you identify the core needs of your target audience and address them in a better way.
Let’s take a look at five steps how to craft, document and implement buyer personas for your B2B event marketing campaigns.