Building educator personas is a valuable exercise for every education marketer. When you get to know your company’s key audience segments on a personal level, you can:- Personalize your marketing and sales messages to specific educator preferences.
- Deliver highly relevant and useful messaging that garners higher response and conversion.
- Streamline communication across your company to create consistent voice, tone, style, and messaging.
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Here are a few more tips to help you refine your target audience and messaging:
1. Determine what problem you solve.How does the problem differ depending on the educator’s job title? Educators don’t buy products or services; they buy solutions. The more you can pinpoint the specific problem audiences are having, the more precisely you can talk to them about those problems authentically in your marketing communications.
2. Analyze your current customers.
We often think we know our customers, but when customer data is analyzed it can reveal things we never knew, like geographies, district sizes and job titles that are particularly responsive. A customer analysis provides one of the best, most reliable sources of information to design an effective targeting strategy.
3. Hang out and listen.
Social media provides us with an opportunity to hear directly from educators and learn about what’s keeping them up at night, which products they love, and which products they hate. Follow hashtags, blogs and other social outlets to stay up to date with the news and trends.
