Many IP experts are using digital communication channels, such as LinkedIn, YouTube, or their webpages for online marketing and business development. The Online Marketing Guides 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.

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, which also include a practice oriented guide with best practice examples, will be sent once a month.

The ⚙️ Online Marketing Guide “Target Groups and Personas” covers the following aspects:

  1. What are Target Groups and Personas?
  2. Why are Personas important for online marketing by IP experts?
  3. What role do personas play in client journeys?
  4. Best practice from working with our partners

The first section gives you an overview on the definitions of target groups and personas as they are used in content marketing. It also gives examples for target groups, which are typical for clients of IP experts, and ways to segment different target groups. Finally, you get a step by step guide how to setup a client persona, which is also explained in detail in the following video:

The second section focusses on the practical use of target groups and personas in online marketing campaigns by IP experts. It provide a perspective on the potential benefits of better resource allocation, personalization, data driven approaches and the creation of competitive advantages, but also discusses risks due to stereotyping.

The third section provides you with on overview on the role of personas in the different stages of a client journey and at different touchpoints. Here, connections are made to other areas of online marketing, such as client journeys and expert branding for IP experts.

Finally, the guide provides you with practical examples how IP experts are successfully targeting specific target groups. The best practice examples in this guide are taken from Dr. Malte Köllner, Maier Fenster, Stephen Carter, Dr. Robert Klinski und Dr. Erica Smith.

If you want to learn more about Online Marketing for IP experts, you can subscribe to the 🎯 IP Management Pulse newsletter here or get directly in contact with Prof. Wurzer on LinkedIn.