Many IP experts are using digital communication channels, such as LinkedIn, YouTube, or their webpages for online marketing and business development. The Online Marketing editions of the 🎯 IP Management Pulse Newsletter are providing you with best practice examples from the global IP community and guides how to improve your online marketing.

In the area of expert marketing, understanding and identifying the right audience is paramount. This is achieved through the concepts of target groups and personas, which help IP experts to tailor their strategies effectively. Personas and target groups are the basis for developing meaningful client journeys and effective content marketing. Target groups, also known as target markets, are specific segments of the client population that an IP expert aims to reach with their marketing efforts. Personas are fictional characters created to represent the different user types within a targeted demographic that might use a site, brand, or product in a similar way. Developing personas helps marketers to understand their audiences better, making it easier to tailor content, messaging, and services to meet the specific needs, behaviours, and concerns of different groups.

The 🎯 IP Management Pulse summarizes the latest developments in global IP/IP management every 14 days. It includes the most important LinkedIn posts, IP experts who are worth following, deep dives into individual topics, online event information and an online learning nugget on IP management.

Here you can find the last issues in the archive and also subscribe. A fresh read with all the important IP Management content will be sent to the subscribers every second Thursday at 7.00 (CET), and the special editions about online marketing for IP experts once a month.

The June 2024 special edition about online marketing for IP Experts of the 🎯 IP Management Pulse covers the topic “Target Groups and Personas”, with posts about:

  • What is a persona?
  • What are target groups and personas of IP experts?
  • What is an IP expert marketing persona?
  • How do you develop personas for your ideal clients as an IP expert?

How is online marketing implemented practically and successfully by IP experts? We interview our partners about their experiences, learnings and best practices. This month we are introducing two IP experts who implement online marketing excellently in practice along their client journeys. Here are the links to these interviews:

To make the development, implementation, and practical use of own client personas as simple and concrete as possible for IP experts, we support you with our free online marketing guides. These are explanations with practical examples of successful applications of the “Target Groups and Personas” concepts. A tool is also explained there that supports you in the practical application of the concept. Here is the link to the Online Marketing Guide “Target Groups and Personas”.