{"id":7121,"date":"2022-06-02T21:57:08","date_gmt":"2022-06-03T04:57:08","guid":{"rendered":"https:\/\/sparktoro.com\/blog\/?p=7121"},"modified":"2026-03-30T16:32:47","modified_gmt":"2026-03-30T23:32:47","slug":"you-dont-need-a-buyer-persona-you-need-multiple-audience-personas","status":"publish","type":"post","link":"https:\/\/sparktoro.com\/blog\/you-dont-need-a-buyer-persona-you-need-multiple-audience-personas\/","title":{"rendered":"You Don\u2019t Need a Buyer Persona. You Need Multiple Audience Personas."},"content":{"rendered":"\n<p><em><strong>Update: <\/strong>We hosted a SparkToro Office Hours webinar about audience personas. <a href=\"https:\/\/www.crowdcast.io\/e\/sparktoro-office-hours-14\/register\" target=\"_blank\" rel=\"noreferrer noopener\">Sign up to watch the replay<\/a>.<\/em><\/p>\n\n\n\n<p>I have a bone to pick with buyer personas, but it\u2019s only because I like them (in contrast to <a href=\"https:\/\/sparktoro.com\/blog\/marketing-personas-are-almost-always-a-boondoggle-but-they-dont-have-to-be\/\" target=\"_blank\" rel=\"noreferrer noopener\">Rand who <em>doesn\u2019t<\/em> like them<\/a>; yes, we can disagree).<\/p>\n\n\n\n<p>My quibbles? There\u2019s a misguided focus on demographics, arbitrarily chosen stock photos, and cutesy alliterative names. Your customer\u2019s gender rarely has anything do with their purchase decision, and it doesn\u2019t matter if you name them Marketing Martin or Finance Fiona.&nbsp;<\/p>\n\n\n\n<p>And come on. If this isn\u2019t proof that demographics are irrelevant in a buyer persona, I don\u2019t know what is:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/twitter.com\/Fi_digitaldrum\/status\/1466025170389381120\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"492\" height=\"1024\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/prince-charles-ozzy-osbourne-demographic-personas-492x1024.jpg\" alt=\"\" class=\"wp-image-7139\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/prince-charles-ozzy-osbourne-demographic-personas-492x1024.jpg 492w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/prince-charles-ozzy-osbourne-demographic-personas-144x300.jpg 144w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/prince-charles-ozzy-osbourne-demographic-personas.jpg 495w\" sizes=\"auto, (max-width: 492px) 100vw, 492px\" \/><\/a><figcaption class=\"wp-element-caption\"><em>Prince Charles and Ozzy Osbourne are the same buyer persona?!(Also, I obviously did not make this meme and I am not taking credit, so cool your jets.)<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p>So how are buyer personas helpful? They offer a mental model mapping the characteristics that embody your ideal customer. Buyer personas offer practical guidance for moments when:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Copywriters need to write new website copy<\/li>\n\n\n\n<li>Brand is trying to test how a new product name is received<\/li>\n\n\n\n<li>Demand Generation wants to create a series of white papers for account-based marketing campaigns<\/li>\n<\/ul>\n\n\n\n<p>All of these marketers need to know who to make their thing for, and who to beta test, survey, interview, or amplify to. But classic personas are so reductive and stereotyped that they&#8217;re almost worse than nothing.<\/p>\n\n\n\n<p>Instead, I\u2019ll argue that it\u2019s more helpful to create personas across marketing disciplines \u2014 a group of <strong>audience personas<\/strong>, if you will. A group of audience personas would serve as various \u201cideal customer profiles\u201d across your marketing functions. Marketing stakeholders within your organization would use these personas, helping them to map ideal \u201ccustomers\u201d to their marketing objectives.<\/p>\n\n\n\n<p>Here\u2019s how that looks:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"577\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Audience-Personas-Slide-1024x577.png\" alt=\"an overview of audience personas\" class=\"wp-image-7123\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Audience-Personas-Slide-1024x577.png 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Audience-Personas-Slide-300x169.png 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Audience-Personas-Slide-768x433.png 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Audience-Personas-Slide.png 1466w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>An overview of audience personas.<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p><strong>Buyer persona:<\/strong> for the entire marketing team, the classic buyer persona is a fictionalized avatar that embodies real characteristics of your various ideal customers. I encourage you to think beyond the oversimplified fiction and instead focus on the qualities that drive your customers to purchase. These could include a sampling of their actual job titles (likely more relevant to B2B marketers), their motivations, their pain points, and their sources of influence (like the websites they read or social accounts they follow).&nbsp;<\/p>\n\n\n\n<p><strong>Amplifier persona:<\/strong> for the PR or brand team pitching to people who could potentially amplify your brand\/content. This includes a wide variety of content producers: reporters, podcast hosts, similar brands (who are not competitors), and industry creators. It might even include your employees who may be inclined to share company updates. My hunch is that as the creator economy continues to grow with niche newsletter writers and podcasters across discrete content platforms, so too will the need for amplifier personas.<\/p>\n\n\n\n<p><strong>Attention persona:<\/strong> for the <a href=\"https:\/\/www.growthmachine.com\/blog\/how-to-create-a-content-marketing-persona\">content or editorial team<\/a> responsible for distributing the brand podcast, growing the newsletter and increasing YouTube engagement \u2014 the content channels that go beyond traditional SEO. Of course, the ideal scenario is that the people who are paying attention to you also become paying customers. But these people may also include journalists, analysts, investors, industry creators, your peers, and even competitors \u2014 all of whom could influence purchase decisions but are unlikely to become customers.<\/p>\n\n\n\n<p>Content marketing has evolved. More brands are building, buying, or becoming their own media companies. The savvy, often-jaded operators who run these in-house media teams scoff at dated tactics like media pitches, backlink requests, or guest post submissions.<\/p>\n\n\n\n<p>That podcast host you\u2019re pitching isn\u2019t just some talking head. They might be a marketing manager, a founder, or a subject matter expert who was hired to host the show.<\/p>\n\n\n\n<p>The writer you\u2019re reaching out to isn\u2019t a reporter at the local newspaper, accustomed to using PR to build stories\u2014they\u2019re a former tech worker-turned-indie-writer who now has an influential Substack (and <em>hates<\/em> cold pitches).<\/p>\n\n\n\n<p>And that blog you asked for a backlink? Yeah, not gonna work. They don\u2019t care about keywords, SEO, and getting or giving links. They\u2019re focused on thought leadership positioning. And they simply don\u2019t accept guest pitches. (Er\u2026 like our blog.)<\/p>\n\n\n\n<p>All of this means that distribution and outreach don\u2019t work like they did the last 15 years. A new generation of far more digital-marketing-savvy operators are running today\u2019s web ecosystem. Which means you need a clear understanding of these people\u2019s business\/marketing objectives, as well as their motivations and frustrations.<\/p>\n\n\n\n<p>If I were building out a set of these audience personas today, here\u2019s how I would do it\u2026<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Step 1: Start with macro-to-micro research.<\/h2>\n\n\n\n<p>If you think about your research at the macro level \u2014 industry or category trends \u2014 and then work your way down to the micro level by consuming what your audience consumes, you\u2019ll be able to create a solid foundation for yourself.<\/p>\n\n\n\n<p>Of course\u2026 if you already know your industry well, you can probably skip to Step 2.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"575\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Macro_to_Micro_Research-1024x575.png\" alt=\"\" class=\"wp-image-7125\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Macro_to_Micro_Research-1024x575.png 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Macro_to_Micro_Research-300x168.png 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Macro_to_Micro_Research-768x431.png 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Macro_to_Micro_Research-1536x862.png 1536w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Macro_to_Micro_Research.png 1956w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>Audience research on the spectrum of macro to micro.<\/em><\/figcaption><\/figure>\n\n\n\n<p>Sites and services like <a href=\"https:\/\/trends.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Trends<\/a>, <a href=\"https:\/\/explodingtopics.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Exploding Topics<\/a>, and <a href=\"https:\/\/buzzsumo.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">BuzzSumo<\/a> will give you a sense of what\u2019s trending in your industry. In the case of Google Trends, you can even run parallel searches to better understand your landscape.<\/p>\n\n\n\n<p>Here\u2019s one idea: Run several Google Trend searches of niche vs. brand name if you want to see the moments in which these brands got notable recognition.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"606\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/GoogleTrends_CRM_Salesforce-1024x606.png\" alt=\"\" class=\"wp-image-7126\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/GoogleTrends_CRM_Salesforce-1024x606.png 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/GoogleTrends_CRM_Salesforce-300x177.png 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/GoogleTrends_CRM_Salesforce-768x454.png 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/GoogleTrends_CRM_Salesforce-1536x909.png 1536w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/GoogleTrends_CRM_Salesforce-2048x1211.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em><a href=\"https:\/\/trends.google.com\/trends\/explore?date=all&amp;geo=US&amp;q=CRM,%2Fm%2F07btr5\" target=\"_blank\" rel=\"noreferrer noopener\">Google Trends data<\/a> comparing &#8220;CRM&#8221; with &#8220;Salesforce from 2004 until the present.<\/em><\/figcaption><\/figure>\n\n\n\n<p>Zoom in a little more, and try tools like <a href=\"https:\/\/sparktoro.com\/product\/search\/overview\" target=\"_blank\" rel=\"noreferrer noopener\">SparkToro<\/a> (because, of course), <a href=\"https:\/\/feedly.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Feedly<\/a>, <a href=\"https:\/\/anewstip.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">A News Tip<\/a>, and <a href=\"https:\/\/frontpagemetrics.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Front Page Metrics<\/a>. SparkToro will allow you to see the influential social accounts, websites, press, podcasts, and YouTube channels in your niche. Feedly will help you discover even more sites or feeds. A News Tip will show you the most relevant journalists in any given beat along with their recent article. And finally, Front Page Metrics will show you the fastest-growing Subreddits.<\/p>\n\n\n\n<p>And now that you have a better sense of who specifically your amplifiers and consumers are, you\u2019ll want to zoom in even more and get on their micro level: consume the content your audience is consuming.<\/p>\n\n\n\n<p>Where are these people hanging out online? What and who do they already pay attention to?<\/p>\n\n\n\n<p>I know a tool for that. \ud83d\ude0f<\/p>\n\n\n\n<p><strong>Example 1: <\/strong>Let\u2019s say we generally know what topics our audience is discussing \u2014 but we don\u2019t know the specific social accounts, websites, podcasts, YouTube channels, and press they most pay attention to. We can search by topic.<\/p>\n\n\n\n<p><a href=\"https:\/\/sparktoro.com\/product\/search\/overview?keyword=clean%20makeup&amp;type=keyword\" target=\"_blank\" rel=\"noreferrer noopener\">My audience frequently talks about: clean makeup<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"650\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_Overview-1024x650.png\" alt=\"\" class=\"wp-image-7127\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_Overview-1024x650.png 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_Overview-300x191.png 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_Overview-768x488.png 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_Overview-1536x975.png 1536w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_Overview-2048x1301.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>SparkToro query showing the behaviors and demographics of people who talk about &#8220;clean makeup&#8221; publicly online.<\/em><\/figcaption><\/figure>\n\n\n\n<p>This search for \u201cclean makeup\u201d shows data on people who care about makeup that\u2019s made without ingredients like sulfates, parabens, and talc. Specific yet broad, as we\u2019ve found well over 100,000 people in this niche. But in the Text Insights, we can already see that some of the frequently used phrases among this audience include \u201cmakeup tutorial\u201d and \u201csmokey eye.\u201d If I sold a clean makeup product, I\u2019d definitely shoot a video tutorial on creating a smokey eye.<\/p>\n\n\n\n<p>Or maybe I\u2019d want to partner with makeup YouTubers and ask if <em>they<\/em> would do a smokey eye tutorial. I\u2019d like to look at this data by subscriber count or maybe by average number of views.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"548\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_YouTubechannels-1024x548.png\" alt=\"\" class=\"wp-image-7128\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_YouTubechannels-1024x548.png 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_YouTubechannels-300x161.png 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_YouTubechannels-768x411.png 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_YouTubechannels-1536x822.png 1536w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_YouTubechannels-2048x1096.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>SparkToro query showing popular YouTube channels among people who talk about &#8220;clean makeup&#8221; publicly online.<\/em><\/figcaption><\/figure>\n\n\n\n<p>I\u2019d create a list of these folks and reach out to them via their publicly available contact info (which, yes, I can get in SparkToro!).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"551\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_List_Beauty-1024x551.png\" alt=\"\" class=\"wp-image-7129\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_List_Beauty-1024x551.png 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_List_Beauty-300x161.png 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_List_Beauty-768x413.png 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_List_Beauty-1536x826.png 1536w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/CleanMakeup_List_Beauty.png 1722w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>Adding YouTube channels to a custom SparkToro List.<\/em><\/figcaption><\/figure>\n\n\n\n<p><strong>Example 2: <\/strong>For a different, non-B2C example, let\u2019s say I already know some of the most influential social media accounts in a niche of, say, venture capitalists. I\u2019d run a SparkToro search to analyze some of these people\u2019s social accounts:<\/p>\n\n\n\n<p><a href=\"https:\/\/sparktoro.com\/product\/search\/social?keyword=%40myfriendjanine&amp;type=follows\" target=\"_blank\" rel=\"noreferrer noopener\">My audience follows the social account: myfriendjanine<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"763\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/JanineSickmeyer_SocialAccounts-1024x763.png\" alt=\"\" class=\"wp-image-7130\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/JanineSickmeyer_SocialAccounts-1024x763.png 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/JanineSickmeyer_SocialAccounts-300x223.png 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/JanineSickmeyer_SocialAccounts-768x572.png 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/JanineSickmeyer_SocialAccounts-1536x1144.png 1536w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/JanineSickmeyer_SocialAccounts-2048x1525.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>People who follow @myfriendjanine also engage with these social accounts (via SparkToro).<\/em><\/figcaption><\/figure>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/myfriendjanine\" target=\"_blank\" rel=\"noreferrer noopener\">Janine Sickmeyer<\/a> is a former SaaS founder-turned-VC. She\u2019s well-known and well-connected, and she might lead me to other VCs. Lo and behold, folks who follow her also engage with people like Elizabeth Yin, Mac Conwell, Paul Graham, Lolita Taub, and more.<\/p>\n\n\n\n<p>As for influential podcasts? Those would be This Week in Startups, The Twenty Minute VC, Masters of Scale, First Rounders, and more.<\/p>\n\n\n\n<p>You get the point.<\/p>\n\n\n\n<p>Listen to those podcasts. Subscribe to the influential newsletters. Follow those social accounts \u2014 and engage with them. It\u2019s the micro-level research that will best inform your outreach. You\u2019ll know what\u2019s top of mind for the podcast hosts you\u2019re reaching out to, or what trends those journalists are keeping a closer eye on.<\/p>\n\n\n\n<p>And ideally, through some combination of social media engagement and outreach, you\u2019ll build relationships with people who represent your buyer, amplifier and attention personas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Step 2: Understand these audiences\u2019 motivations.<\/h2>\n\n\n\n<p>In a traditional buyer persona development process, you\u2019d interview potential buyers. But there\u2019s little chance you\u2019ll be able to get a niche influencer to agree to an \u201camplifier persona\u201d interview.<\/p>\n\n\n\n<p>Fortunately, understanding their motivations is a lot easier than trying to dive deep into buyer psychology in a mere phone call.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">For your amplifier persona:<\/h3>\n\n\n\n<p>I\u2019d be willing to wager that an amplifier \u2014 someone with an influential publication, a podcast, a newsletter, a YouTube show, or a large social account \u2014 has a topline goal of <strong>growing their audience<\/strong>.<\/p>\n\n\n\n<p>Then their strategies are likely to be to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Create high-engagement content to drive additional followers and subscribers: <\/strong>Refer to Rand\u2019s \u201c<a href=\"https:\/\/sparktoro.com\/blog\/who-will-amplify-this-and-why\/\" target=\"_blank\" rel=\"noreferrer noopener\">Who Will Amplify This And Why?<\/a>\u201d to find descriptions of the different types of viral-likely content, which include novelty, controversy, fear, surprise, and more. And as you develop your pitches for them, consider your supporting role in those types of content.<\/li>\n\n\n\n<li><strong>Build affinity to increase retention of their audience: <\/strong>Creators build affinity through cultivating solid reputations. Their content doesn\u2019t just bring new people into the door. It also proves their credibility in their space and makes the case for why readers, listeners, viewers, etc should trust them. Think: As you develop relationships with amplifiers, how does your brand, expertise, or content help boost their credibility?<\/li>\n<\/ul>\n\n\n\n<p>There is one group of people in your amplifier persona who bucks the trend of growing an audience: employees. Your team members are uniquely incentivized to amplify company news or updates. There\u2019s a high chance they\u2019re on LinkedIn, where they might have anywhere from <a href=\"https:\/\/www.linkedin.com\/pulse\/how-many-linkedin-connections-followers-should-i-have-matt-cordas\/\">500 to 999 connections<\/a> \u2014 a built-in audience. Their motivation is likely along the lines of career satisfaction and professionalism, and maybe even showing pride for their employer. It has a similar theme of reputation management that also motivates influencers or creators.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">For your attention persona:<\/h3>\n\n\n\n<p>It\u2019s important to know that the people who are likely to pay attention to you \u2014 for the purpose of learning from or being entertained by you \u2014 <em>might not<\/em> amplify you. And even if they do, a handful of these consumers might not have the sizable audiences that move the needle on your reach.<\/p>\n\n\n\n<p>Their goals are likely to be either or both:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Staying closely informed:<\/strong> They\u2019re tracking trends within your niche and staying up to date on the latest news. They\u2019re looking for value, and with this goal, that value is typically novel information. They <em>may or may not<\/em> share your work with their network. And they <em>may or may not<\/em> leave comments on your blog or social media posts. Think: investors in your sector who have a (literally) vested interest in pattern-matching or following trends closely.<\/li>\n\n\n\n<li><strong>General networking: <\/strong>They might be looking at trends or keeping up with the news, but they\u2019re not following as intently. They want the high level \u2014 enough to know to trust you, but they might not be making day-to-day decisions based on your content. If information and entertainment are a spectrum, the value they\u2019re looking for might be closer to the side of entertainment.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Step 3: Collate your insights into a format that\u2019s easy to share.<\/h2>\n\n\n\n<p>At this point, you know your industry well and you know of the main sources of influence. You have a solid understanding of the motivations across your entire audience base. Hopefully, you\u2019ve even started to develop friendly relationships with some of these people.<\/p>\n\n\n\n<p>Once you have all these data points from your audience \u2014 who they follow, what they read, watch and listen to, and what motivates them \u2014 you can collate the findings into persona templates so that you can easily share the insights across your marketing team.<\/p>\n\n\n\n<p>Here\u2019s the part where I\u2019m supposed to show you a Google Slides template that looks something like this:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"578\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Persona_MarketingManda-1024x578.png\" alt=\"\" class=\"wp-image-7131\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Persona_MarketingManda-1024x578.png 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Persona_MarketingManda-300x169.png 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Persona_MarketingManda-768x433.png 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Persona_MarketingManda-1536x867.png 1536w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/Persona_MarketingManda.png 1606w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>Possibly the least helpful buyer persona template.<\/em><\/figcaption><\/figure>\n\n\n\n<p>But something tells me none of that will tell you what you need to know in order to sell to your customer, amplify your brand, or get readers to pay attention to your blog.<\/p>\n\n\n\n<p>Instead, I\u2019ll suggest you distill your findings into lists. Maybe half a page for each persona. Enough information that allows your team to refine pitches and source inspiration. I think it should include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Who they are<\/li>\n\n\n\n<li>Their motivations<\/li>\n\n\n\n<li>5-10 influential social accounts<\/li>\n\n\n\n<li>5-10 influential website and\/or press<\/li>\n\n\n\n<li>3-5 influential podcasts (or other influential content type)<\/li>\n\n\n\n<li>Their target audience<\/li>\n\n\n\n<li>3-5 trends or topics that are likely to be top of mind<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"577\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/AudiencePersona_Template-1024x577.png\" alt=\"\" class=\"wp-image-7132\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/AudiencePersona_Template-1024x577.png 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/AudiencePersona_Template-300x169.png 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/AudiencePersona_Template-768x433.png 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/AudiencePersona_Template-1536x866.png 1536w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2022\/06\/AudiencePersona_Template.png 1604w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>A more helpful persona template for&#8230; an audience persona!<\/em><\/figcaption><\/figure>\n\n\n\n<p>That data might change every several months. <strong>In fact, it probably should.<\/strong> Your marketing campaigns shouldn\u2019t depend on a static PowerPoint slide that\u2019s updated once every two years.<\/p>\n\n\n\n<p><strong>And if you want a resource that <em>you don\u2019t need to update at all<\/em>, check out our new Audience Tracking feature. <\/strong>You\u2019ll be able to automatically see how an audience\u2019s behavior and demographics change every two weeks.<\/p>\n\n\n\n<p>Like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Trends over time with any audience you care about, including history<\/li>\n\n\n\n<li>New, fast-growing social accounts<\/li>\n\n\n\n<li>Podcasts that are growing in popularity among a competitor\u2019s followers<\/li>\n\n\n\n<li>Hashtags and topics that are rising vs. falling<\/li>\n\n\n\n<li>Demographic shifts among an audience in the past few months<\/li>\n<\/ul>\n\n\n\n<p>To get started, just <a href=\"https:\/\/sparktoro.com\/product\/search\/overview\" target=\"_blank\" rel=\"noreferrer noopener\">run a search in SparkToro<\/a> and click &#8220;Track Audience&#8221; in the top right corner of the results.<\/p>\n\n\n\n<p>&#8212;<\/p>\n\n\n\n<p>We hosted a SparkToro Office Hours webinar about audience personas. <a href=\"https:\/\/www.crowdcast.io\/e\/sparktoro-office-hours-14\/register\" target=\"_blank\" rel=\"noreferrer noopener\">Sign up to watch the replay<\/a>.<\/p>\n\n\n\n<p>&#8212;<\/p>\n\n\n\n<p><em>Thanks to <a href=\"https:\/\/www.adriennenakohl.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Adrienne Barnes<\/a>, founder of Best Buyer Personas, for her early review of this blog post.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Update: We hosted a SparkToro Office Hours webinar about audience personas. Sign up to watch the replay. I have a bone to pick with buyer personas, but it\u2019s only because I like them (in contrast to Rand who doesn\u2019t like them; yes, we can disagree). My quibbles? There\u2019s a misguided focus on demographics, arbitrarily chosen<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[23],"class_list":["post-7121","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-audience-personas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>You Don\u2019t Need a Buyer Persona. You Need Multiple Audience Personas. - SparkToro<\/title>\n<meta name=\"description\" content=\"Update: We hosted a SparkToro Office Hours webinar about audience personas. Sign up to watch the replay. 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