With the novel coronavirus (COVID-19) pandemic touching every part of the economy, it’s crucial that marketing tactics target the right prospects and make them realize that an association’s products meet their needs. Creating the right personas and using the right lead generation can help associations achieve this, said Aimee Pagano, senior digital marketing advisor at HighRoad Solutions.
“It all starts with the persona,” Pagano said.
The persona can be fictitious—based on what you believe are the qualities of your ideal customer—or based on the characteristics of current members. “You are building a persona, whether that is a fictitious persona, or if it is really categorizing members into member segments,” Pagano said. “After that, every piece of information is going to further round out that persona.”
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