According to Forbes.com 8/10 business fail because they do not know their target customers well enough. This is very logical when you think about it because if your business is failing means that you are not getting enough customers to be sustainable, and if you do not know your customer well enough, how can you deliver products that they will want to buy?
Good job we have a tool to solve this issue and it is called the marketing persona!
Marketing persona is the action of creating a expressively detailed summery of your target customers. Understanding everything about them from their personality, wants and physical appearance.
In this article, I will show to the importance of personas and explain why it is essential for your business to have one.
1. What Is Marketing Persona?
Before, I advise you of the importance personas have on your business, I will first explain what they are.
A marketing persona is a detailed profile of your business target segments.
They are semi-fictional depiction of your ideal customer, which include all the attributes, which make them lifelike.
This includes a picture, name, profession, education, like/dislikes, hobbies and the list goes on.
Not only are they semi-fictional but they are composed of real market data they are not a real person.
Rather a depiction of a person based from factual data.
2. Why Are Marketing Personas Important?
By having a composite sketch of your target customers then you are able to create a mental image.
Moreover, by having a mental image of your target audience you are able communicate with these people more relevantly and effectively.
Overall, this will increase the efficiency of your overall business from content marketing, developing real products to solving challenges for your audience.
3. The Process Of Creating Personas
- Market research – this includes gathering information of the people in the market
- Segmentation – this includes grouping those people by their similar attributes.
- Targeting – this is includes assessing which groups are most relevant to your business.
- Personas – this includes creating a detailed profile of the target groups.
Furthermore, you need to conduct market research to have the information ready to utilise and turn into commendable knowledge.
After you have grouped your customers this is already great insight, to which customer segments are assessed and targeting.
By knowing whom your business aims to target you can begin to create personas of these groups of people.
This will includes creating a list of a 100 problems these people are facing and then create solutions to solve these problems.
4. Persona Template
As well as giving your personas a name, gender, occupation, marital status and occupation we outline four addition important factors.
- What does the customer need?
- When and where do they need it?
- How do they currently deal with this issue?
- How can we help them better solve this problem they have?
4.1 Job, role, and company
During the market research, you most likely create surveys or have a record of the people you investigated.
When you build surveys, you will capture this information simply by including a field in a section called persons bio and have job title, company size, and type of business.
4.2 Demographic information
Demographic information includes age, gender, income, education, social status and family.
You can get some good insights of these things from your Google analytics. Google analytics has basic automated information such as age, gender, affinity, and technology, which can be utilised into your personas knowledge.
However, Google analytics may not be as accurate as survey bio information and interviews in controlled and uncontrolled environments.
4.3 Goals and challenges
To understand your target customers goals and challenges you need to go out and find them in person and get answers to the following questions.
- What is important to them?
- What is provoking their need to switch products?
- How do they go about their day-to-day routine?
- What information do they look for to embrace change?
- Who do they turn to for advice or information?
- What is the value they visualise once they make a decision?
While coming up with these goals and challenges, you can also identify the ways in which you can help customers meet these goals and overcome the challenges.
You can do this by putting yourself in the shoes of your customer. Actual customer interviews will be helpful in determining the objectives here.
4.4 Elevator pitch
This is done by creating a 30-second pitch of the solution that meets your target customer’s needs.
The elevator pitch will require two things:
- How you might describe your product for this particular type of person
- A consistent message how this person would prefer to be sold to
4.5 Persona Example
This Example is from a hubspot presentation (YouTube, 2018).
In this post we learned about how to create a persona to finalise your customer profiling for your marketing strategy.