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juil. 11, 20217:26 AM - modifié août 12, 20219:14 AM
HubSpot Employee
How often should you audit and update your buyer personas?
Buyer personas can be created through research, surveys, and interviews — all with a mix of customers, prospects, and those outside your contacts database who might align with your target audience.
But like all data, even information you gather on your audience (your personas) can go out of date. After all, business models change, companies merge or shift direction, and your audience can (and likely will) evolve. In your professional opinion, how often should you audit and even update your buyer personas?
How often should you audit and update your buyer personas?
Our business has close ties to a considerably older age group, and I believe these customers are rather loyal to our business. Consequently, we cater to them by continuing traditions that they are used to.
Saying this, I believe we've gathered a rather wider audience that we may not be listening to as thoroughly. We need to audit our customer base and update the user personas now to continue delivering the products and services that are most relevant to our customers. Going forward, perhaps a buyer persona audit every 2 years for our company.
How often should you audit and update your buyer personas?
Aren't you technically updating buyer personas from campaign to campaign in order to better customize your marketing message? I'm a marketing rookie, but it seems like make a "blanket persona" might do a disservice to each campaign your marketing team is doing.
oct. 24, 20217:30 AM - modifié oct. 24, 20217:37 AM
Membre
How often should you audit and update your buyer personas?
I believe as the audience preferences change daily as well as the goals and objectives of the company, the need to update the buyer persona would depend on the perception of such changes to the team and should be done based on this. Hence for some it may be done monthly if your audience are people who are into fads and loose interest in things easily and for some it may be quarterly or even bi annually.
How often should you audit and update your buyer personas?
I'd agree that reviewing personas on a quarterly basis (at a minimum), but the frequency is also dependent on any new insights found in the data collected OR if there has been any change in strategic objectives or goals.
From a non-profit trade association perspective, I'd be curious as to others thoughts here!
We're currently creating new membership-level personas. However, we have several services and products that are sold to generate non-membership dues revenue. Would you find it important/necessary to also create buyer personas by product and service, too?
Membership-Level Personas Service-Level Personas Product-based Personas
How often should you audit and update your buyer personas?
Buyer personas need to be aligned with company goals and target audience. Assuming company goals change you will need to change your buyer persona regularly. My company is in the financial servicies industry, which is rapidly changing. Having the data to make sure our company's target audience is accurate is critical to have.
How often should you audit and update your buyer personas?
Buyer personas need to be aligned with your business's target audience. Understanding your audience's expectations is the key to successfully implementing accurate buying persona data.
How often should you audit and update your buyer personas?
Buyer personas are what busineses are built on and are the crux on which a campaign is built on. I would say again depending on the size of the organization this needs to be updated regularly.
