Creating a marketing persona is vital for your brand and its reputation. It helps you focus your audience, in fact, gives them direction of where you are going to take them. And then you can determine the type and the time of content to be published. You must have heard these words,
“I can put a name and a background to the people reading what I write, I can hopefully meet their needs even better.”
This is also true for sales and marketing.
“A marketing persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience.”
If you build persona for your audience, you can face the challenges of social media better than anyone. That means, no matter how much time you consume in building persona, it’s worth it. You can talk to the experts at Webryze to help you build audience persona.
First question is, how many personas should you create? Experts recommend 3 to 5 personas would represent a large number of your core audience. But still, it depends upon the industry you’re serving.
There are tons of companies that have created marketing personas and there are templates galore for making personas of your own. They have the same information, such as:
- Demographics – age, gender, income, location, education,
- Job Title – company information and roles
- Goals and challenges – primary goal and challenge, secondary goal and challenge, solution
- Marketing message
- Opportunities and Threats
- Elevator pitch
Personas can vary from business to business and industry to industry.
For example, a medical supply company would require different customer information than an Internet news company, and a persona might look different than one built for a blog.
Here are some additional information necessary for the audience persona
- Real quotes from customers
- Blogs they read
- Where they get their news
- Computer literacy
Creating Marketing Persona
There are quite a few sources of information about your audience, available in site statistics. Then you can always get information through actual conversations with real-life customers.
- Site Analytics
Site data tells:
- Where your visitors came from,
- What keywords they used to find you, and
- How long they spent once they arrived.
This can also reveal the desires that led your audience to your website.It will also show you what tools they used to get there.
- Make a team
Create different teams that interacts with customers, including marketing team, growth team, sales team, customer service staff etc. They will be the best to tell you about what makes your customers tick.
- Conduct a Social media research
You can use social media listening and find out the problems of potential customers and how you your product can solve them. Twitter, Facebook and LinkedIn are best platforms for such research.
- Ask questions
Surveys and interviews can help you build a strong persona. Interviews are better, because they allow you to dig deep into your customers, and find out more than just structured information.
Steps to Fill Marketing Persona
Let’s take a look at each fields mentioned above and see how to fill them
- Name: Persona should have a real name.
- Job, role, and company: There are many ways to find that out but customer surveys are more than helpful for this purpose. Whilecreatingsurvey forms (questionnaires), you can include a field for job title, company size, and type of business.
- Demographics: You can use Google Analytics, survey information and educated guesses to fill this particular field. Google Analytics will help you identify the location of your visitors, their gender, age, affinity and technology they used. For other information, you can use survey info.
- Goals, Challenges, Strengths and Weaknesses
Here, customer interviews will help you determine your realistic goals and objectives. Here is a list of questions you may want to include in the interview.
- What’s driving change?
- What’s important to them?
- How do they change?
- What will make them accept the change?
- What will their reactions be on information or advice?
- What value they give to the purchase decision?
What more you can do is, come up with solutions and the ways to help your customers meet your goals. Here, use your intuition by putting yourself in customer’s shoes.
- Marketing message and elevator pitch
These field are also based on your knowledge and information. Determine the best ways to solve customers’ problems. These ways must be universal enough to resolve problems of a large number of your customers.
The “message” refers to how you might describe your product for this particular type of person.
- Are you a complete social media service?
- An enterprise customer management tool?
Then your elevator pitch can go into detail and set a consistent message on how to sell to this customer.