Empathize With Consumer Personas

Many financial brands have difficulty establishing an emotional bond with their target audience.

Relying solely on traditional demographic data doesn't foster a profound connection. This superficial understanding leads to a lack of empathy and depth in customer relations, making their marketing efforts less effective.

Learn how to develop detailed consumer personas that go beyond demographic data, uncovering the emotional, psychological, and behavioral traits of your target audience. In this course, you'll learn how to empathize and create tailored solutions for your consumers.

“I could go to a lot of conferences, I could be immersed in different educational courses, but the personalized training that James Robert provided really empowered me in my leadership.”

Deborah Lumpkin

Centier Bank

"The University helped me understand how the work that I’m doing affects and connects and intersects with other work streams in the organization."

Karen Murphy

Kindred Credit Union

How to Utilize Consumer Personas

Develop a deeper insight into customers' emotions, motivations, and behaviors to connect with them on a more personal level.

The Importance Niche Targeting

Learn how targeting specific audience segments can create more value, optimize resources, and achieve digital growth.

How to Build Empathy and Emotional Connections

Recognize how empathy can lead to better understanding, trust-building, and more effective communication strategies.

Step 1

Learn for clarity

You start by gaining practical insights you can apply through 90-120 minutes of on-demand video classroom modules where you learn a proven curriculum that guides you every step of the way.

Step 1

Step 2

Think with courage

Next, you begin to think about how to turn the insights you gained into action by writing through guided strategic thinking questions that take no more than 15 minutes to complete.

Step 2

Step 3

Do even better

As you begin to apply your thinking you gain support and accountability in the Digital Growth Insider Community, where you can ask questions, connect with others, and attend Office Hours sessions.

Step 3

Step 4

Review for confidence

You develop a one-page strategic growth action plan framed around your unique situation so you continue to move forward with increased confidence along your journey of growth.

Step 4

Meet Your Advisor

James Robert Lay is one of the world’s leading digital marketing authors, speakers, and advisors for growth-minded brands. As a digital anthropologist, he has studied the intersection of marketing, sales, technology, and human behavior for over twenty years. He is also a 2X best-selling author and host of the Banking on Digital Growth podcast, which is ranked among the top five percent of all podcasts in the world.

James Robert has been named a top global financial services influencer to follow by The Financial Brand, while his insights are frequently featured in outlets such as U.S. News & World Report, Entrepreneur Magazine, Quartz, American Banker, and Credit Union Times, among many others.

Course One

Learn From the Past to Escape the Present

Course Two

Define a Digital Growth Purpose

Course Four

Position Products Beyond Bullet Point

Still have questions?

This course is ideal for leaders and emerging leaders with a growth mindset. Although no specific background knowledge or experience is necessary, a basic understanding of banking principles and/or marketing is beneficial.

This course offers insights into the latest trends in the financial industry, enhancing your skills in areas such as marketing, sales, and leadership.

Each course consists of 90-120 minutes of on-demand video lessons, followed by 15-30 minutes of strategic thinking to develop a personalized action plan.

Digital Growth Community Members will receive access to Office Hours with your coach, James Robert Lay, plus the ability to chat with a member support specialist.

Yes, the course can be accessed on mobile devices using the web browser.

If you don’t learn anything new from this course that will help you stop losing loans and deposits, we’ll give your money back.

Yes, however you will not receive invitations to Office Hours with James Robert Lay, the ability to chat with a member support specialist, or have access to the content library.

Every student who completes their course receives a certificate of completion. Completing the course means watching all course content and completing the personalized action plan. You can print out the certificate or add it to your LinkedIn profile — and feel free to tag @DigitalGrowthInstitute on LinkedIn when you share it.

With James Robert Lay

Develop consumer personas to emotionally connect with your target audience.

Many financial brands have difficulty establishing an emotional bond with their target audience.

This course is perfect for

Marketing Leaders

Sales Leaders

Leadership Teams