For the longest time, brands have segmented their target audience to use their marketing budgets better. They use details like age, gender, income, and other variables to hone in on their audience. As digital marketing evolves, the sudden need for creating a customer persona has become an essential strategy in helping businesses target their audience with more accuracy.
But the thing is that most brands aren’t familiar with customer personas, much less defining them. So, how do you go about creating the ideal archetype that will help fuel your marketing endeavors? This article will discuss the creation of the perfect customer persona for your brand and reach them more effectively.
A customer persona is a fictional representation of your brand’s ideal buyer. This hypothetical character contains all the essential traits that make them a near-perfect fit for your business. For example, suppose you own a digital marketing agency and want to help clients boost their online presence. Your ideal clients would be small to medium-sized enterprises (SMEs) looking to grow their followers and establish their brand’s name.
Depending on the nature of your business, you may have anywhere from one to twenty ideal customer personas. For example, a dental practice owner may have two ideal patients, while a law firm may have several ideal clients that best fit their legal services.
Creating a buyer persona for your brand is important because it helps you identify their exact needs/preferences. Most startups are looking to establish their presence, and to do that, they need to know who their preferred customers are. Here are a couple of reasons why customer personas help you achieve just that:
When you create customer personas, you can tailor your marketing strategy to their liking. Different segments have different communication preferences, and customer personas help you identify the proper channels to deliver your message.
For example, one customer persona may consume content better on Facebook, while another may prefer Instagram or TikTok when engaging with marketing materials. When you define customer personas, you can customize your content and marketing approach to achieve your desired results.
Part of effective marketing is being able to identify any pain points your target market experiences. By creating customer personas, you can highlight key problem areas that require the utmost attention.
For example, say you conduct a survey, and your customers have issues with your lengthy checkout process. You can remedy the situation by implementing a one-click checkout solution to smoothen the overall buying experience.
Highlighting pain points also benefits your business because you can present your product/service more attractively. Customers will see your offerings as the solution to their problems, thus strengthening the value proposition.
Negative personas are the opposite end of your ideal buyer. Why is it important that you identify negative personas? Because it helps you boost sales productivity and improve your marketing efficiency.
The main advantage is you get to preserve your resources and allow you to focus on making attractive products/services that appeal to your ideal consumer. For example, if a user has a high acquisition cost but never made it completely down to the sales funnel, that user is an example of a negative persona.
Use all the information you acquire, like age, buying/browsing behaviors, and traits, to weed out negative personas and focus more on your preferred customers.
Sales teams love customer personas because it makes their job a lot easier. They know which customers to target and communicate using familiar language. Knowing this information benefits your sales team in boosting efficiency and performance.
The sales department can also help you create customer personas, as they’re always on the front line of buyer interactions. Ask for feedback on customer experiences and see how you can improve their pain points.
As you create more customer personas for your brand, you paint a bigger picture of what they like. Well-defined buyer personas can help you obtain higher-quality leads through targeted marketing, thus resulting in improved conversion rates.
Why do you need high-quality leads? Because they are more likely to invest in your product/service than those who accidentally discovered your brand.
Creating a customer persona for your brand requires thorough research and analysis. You want to define your buyer persona using real-world data to ensure they’re realistic and targetable. Here’s the step-by-step process:
The first step in defining customer personas is to use in-depth analytics. Data from Facebook’s Audience Insights or Google Analytics can help you obtain information like:
Once you’ve collected enough data, it’s time to break down the numbers to determine the key traits of your customer persona. In what age bracket does your typical customer fit? Does your target audience have the buying ability to avail of your products/services? Answering these questions will guide you in identifying customers that best suit your brand’s offerings.
Customers have goals when they land on your website or social media page. Depending on your industry, a customer’s goals may be professional or personal, and you can find this out by knowing their motives. What urges them to buy your product? What value does your business bring to the eyes of your audience?
When crafting customer personas, the key is to listen to your customers. Read reviews, conduct surveys, and ask for your product or service feedback. When you get a pulse for what your customers want, you can cater your brand’s offerings to their needs and preferences.
The next step is to create the customer persona profiles. As we’ve mentioned, your business may have one or more buyer personas, depending on your gathered data. You want to give each buyer persona a unique profile highlighting their traits and characteristics, as doing so will make it easier for you to determine the right buyers.
Customer persona profiles usually contain the following information:
You’ll find plenty of pre-made customer persona templates online to help you get started. You can also use Hubspot’s free Make My Persona tool to fill in your customer persona profile.
Now that you know what makes your customers tick, it’s time to deliver on their expectations and make your brand an attractive choice. Beyond the features and benefits of your product/service, think of ways you can make your brand stand out.
This step is crucial when creating a customer persona because you’re narrowing your service to interested buyers. If there are barriers present, make sure to address them immediately. Whether it be a slow website or a poorly-executed landing page, you want to take swift action to ensure you maintain their interest throughout all stages of the sales funnel.
Crafting the ideal customer persona for your brand takes careful planning and research. By better understanding your customers, you can cater to their needs/interests and net greater results in your marketing efforts. Hopefully, this article provides the information you need to create customer personas for your brand and elevate the buyer’s experience.
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