115) #InsideDigitalGrowth: Consumer Personas - Obtaining Executive Buy-In on Niching

Today, I’m tackling this listener question: How can our marketing team get executive buy-in to commit and focus our marketing and sales on a niche with the development of consumer personas?

In this solo episode, you’ll hear from me, James Robert Lay, CEO at Digital Growth Institute, about how to reimagine niches as defined not by geographical boundaries but mental ones.

In this episode we discuss:

- What personas are and how they create empathy

- Setting geography aside in favor of targeting niche beliefs

- Examples of successful financial brands built on niches that may surprise you

- What consumer personas and niches can do for you

Listen to these related episodes:

- Ep. 94. How to Best Serve the SMB Market with Embedded Fintech (with Derik Sutton)

- Ep. 109. Predicting FinTech & Strategies to Stay Relevant (with Alex Sion)

You can find this interview and many more by subscribing to Banking on Digital Growth on Apple Podcasts, on Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Banking on Digital Growth in your favorite podcast player.
 

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