1. What is the persona ?
Marketing is all about getting the right message in front of the right people. Your customer segments are who you'd like to get your message to. But to figure out how to message, you need to truly understand your customer segments and that's where personas come in.
A target persona is a fictitious person that you describe that represents your target group really well. So instead of figuring out how to message to customer segment 1A, you're building a campaign for new graduate, Jenny. Every customer segment you create needs to have a persona attached to it, and persona should fit on a single page and provide a snapshot of the customer that's quick to digest, and they usually look something like this.
Let's build one together. You'll start with these four questions about your ideal customers. Who are they? What are their demographics, psychographics, behaviors, and their interests? What needs do they have? What barriers do they need to overcome? And what motivates them? Imagine you're marketing for a company that sells eco-friendly organic diapers.
Here's how you might answer these questions. One of my ideal customers might be a woman, between 28 and 35 years old, who lives in an urban area, works full-time, and has an interest in healthy living, yoga, and connecting with other moms. Her needs are to be environmentally responsible, increase her free time, and to continue to advance in her career. She also wants to get outdoors more. Now she faces some obstacles, a lack of time, which often makes it harder to find eco-friendly products, a general distrust of big box retailers to source responsibly, and anxiety around what products are safe for her child. She is motivated by advice from moms in her peer group, validation from certification organizations, easy and quick shopping experiences, and companies that align with her values.
2. How Do Marketing Personas Help Marketers?
By using personas to get inside your audience’s mind, you can brainstorm, vet, and tailor your ideas to the right people, ensuring your content is always interesting, relevant, and valuable. The better your content, the easier it is to build a strong community of like-minded people who will support your brand long term. This is why marketing personas matter.
BTW, according to the Content Marketing Institute’s 2021 B2B Content Marketing Report, 44% of marketers don’t use marketing personas to influence their content. Doing this can immediately give you a leg up on your competition.
Once you complete this exercise, you want to make this fictitious person feel real. So add a picture and a name. Creating a target persona makes it easier to imagine the person that you're marketing to. You'll find creating marketing campaigns and crafting messaging is much more enjoyable and easier when you have a persona. It's a powerful exercise that you can do even with limited time and resources.
Source: Columnfivemedia (2021)