When marketing your community to attract new buyers, your job is not just to raise awareness about your brand, but to win people over in a personal way on an impersonal medium: online.
Many brands spend significant time and money developing customer personas or archetypes to gain more understanding of their customers. But what exactly are personas and archetypes? Do you need to use them all? And which offer the best insights to effectively communicate with customers?
What can major brands learn from moms & pops? A lot, says this industry expert.