Page 64 - AC/E's Digital Culture Annual Report 2015

Cultural business models on the Internet64It is also vital to be able to build this plan into the inbound strategy in companies in the cultural world, as being capable of choosing the right channel for each person will ensure it is read and adapted to the definition of the model we have designed at the all-important construction phase.Buyer persona and workflowsI pointed out at the beginning of this article the importance of shifting from the old product- or service-centred marketing approach that was used by companies in the culture sector to an approach based on people and their fears, hopes, opportunities, challenges or needs... in order to create lasting relationships that make it possible to establish dialogues.One of the most important points in the con- struction phase of the inbound model for these cultural companies is to be capable of creating buyer personas: semi-fictitious representations of our ideal customer based on personal and demographic data, behaviour patterns, motiva- tions and targets.It is important to be capable of defining and creating buyer personas: semi- fictitious representations of our ideal customer based on personal and demographic data.This involves trying to look through the eyes of the buyer persona we have created in order to match the content to the dialogue so that we arecapable of differentiating the cultural offering, while seeking to give a name to opportunities and moments, as an inbound-based digital strategy is a constant pursuit of opportunities.We must clearly define and, accordingly, build on:• Who these buyer personas are at an initial stage and.• Create the buyer’s journey for each buyer persona.• Establish the workflows we are going to create throughout the buyer’s journey of each buyer persona.• Be alert to the appearance of new buyer personas for new cultural products.• Identify the content we must progressively offer, adapted to these workflows of each buyer persona.It is important we have a clear idea that devel- oping an inbound strategy means accepting that the buyer personas we have defined and built atInbound for the cultural world