After conducting your buyer persona research, you’ve put together the first draft of the complete persona, Adventurous Amy. You show the story to your co-worker April. She reads through it and says, “Why do we care that she reads review sites like Yelp when she’s going out to dinner? Is Yelp now part of our inbound strategy?” Which of the following is the BEST reason for including this detail in Adventurous Amy’s buyer persona story?

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QUESTION

After conducting your buyer persona research, you’ve put together the first draft of the complete persona, Adventurous Amy. You show the story to your co-worker April. She reads through it and says, “Why do we care that she reads review sites like Yelp when she’s going out to dinner? Is Yelp now part of our inbound strategy?” Which of the following is the BEST reason for including this detail in Adventurous Amy’s buyer persona story?

A) “The fact that she relies on Yelp doesn’t matter as much as what it implies – that Amy will feel more comfortable making a decision or a purchase if she has reviews she can read. Part of our inbound strategy could be creating testimonial content.”

B) “Good point. Since we are not planning on having Yelp as part of our inbound strategy, we should remove this from the story.”

C) “The fact that she reads reviews tells us that she’s very picky, so she may not be the ideal customer that we are looking for. If that’s the case, we should focus on a different buyer persona.”

D) “It’s important for us to make sure that if we ever have a Yelp account that we receive good reviews. We should redirect customers there after they do business with us.”

The correct answer is:

After conducting your buyer persona research, you’ve put together the first draft of the complete persona, Adventurous Amy. You show the story to your co-worker April. She reads through it and says, “Why do we care that she reads review sites like Yelp when she’s going out to dinner? Is Yelp now part of our inbound strategy?” Which of the following is the BEST reason for including this detail in Adventurous Amy’s buyer persona story?
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