Chapter 2

Web strategy: defining your buyer personas

Before you ask how, ask who.

Jim Collins

Business and marketing are ultimately about people. Understanding the people in your community will enable you to solve their problems and earn their trust, and will help you achieve your business goals.

Knowing your business goals directs your web strategy. After all, your web marketing efforts must help drive the commercial outcomes. To keep improving you need to track progress against the goals you've set.

Don't start with another marketing activity — start with your buyer.

We first encountered the buyer persona concept in David Meerman Scott's The New Rules of Marketing & PR, which led us to co-create the Web Strategy Planning Template (see ...

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