Creating & Using Personas in Your Marketing Strategy
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Also known as a buyer persona, a marketing persona is a semi-fictional representation that describes the primary characteristics of your target audience.
Creating a marketing persona based on research and audience segmentation will help you understand audience needs and interests.
Creating content on this basis will enable you to generate high-quality leads.
Once results kick in, you’ll be able to further build the products and services you provide.
If you’re still unsure about creating personas, consider the fact that they enable you to increase website traffic by as much as 210%, on average.
In addition to this, using personas helps you improve email conversions and click-through rate by 10% and 14%, respectively.
In this blog post, you’ll get the top tips for creating buyer personas and using them to build customer-centricity into your marketing efforts.
3 Tips to Create an Effective Buyer Persona
In today’s day and age, buyer personas are a marketer’s best friend.
They are essential to maintaining a competitive edge, ensuring an engaging user experience, and keeping your ideal customers in mind.
Here are the top 3 tips to create buyer personas and drive your marketing efforts with increased ROI:
1. Segment Your Buyer Personas
Divide audiences into segments based on common characteristics. Here’s how you can do this:
- Demographic Segmentation: It is based on location, age, life-stage, gender, race, nationality, religion, and more.
- Socio-economic Segmentation: Based on income, education, and occupation, it gives you insights into what customers value.
- Psychographic Segmentation: It is based on general psychological or personality traits such as attitudes, values, and aspirations.
- Goal-Based Segmentation: It is based on goals, or what the audience is trying to get out of your product or service.
These parameters are essential to identify the least and most profitable audience sets, enabling you to focus on those most likely to buy your product.
2. Reinforce Your Personas With Examples
Once you’ve segmented your audience, share stories and examples of personas in action.
Request customer-facing teams to also share examples of how they leveraged insights from personas.
This will enable you to improve customer service, as the stories will guide you towards learning more about what customers want.
3. Incorporate Negative Personas
It is essential to know whom not to target so that valuable resources are put to effective use. To do so, find out if:
- There is high customer acquisition cost
- The user is an industry enthusiast (and not a customer)
- Your products and services do not align with their goals
- There are budget constraints
Leverage Google Analytics to build personas and improve your products and services to meet audience requirements.
How to Use Personas in Your Marketing Strategy
Customers and businesses evolve with time. Therefore, using personas in your marketing strategy will be an ongoing process.
Here are a few ways to put them to use:
1. Imagine Your Persona Is a Real Person
Making personas as real as possible is critical to your ability to relate to your target audience.
They help humanize your target audience, enabling employees across departments to become more empathetic and effective when working with customers.
Here’s what you can do:
- Provide each persona a name to make them more true-to-life
- Add a photograph so you can picture your persona when creating marketing material
2. Find Out Which Social Platforms Your Audience Is On
Once you know who your audience is, find out where they are, online.
Are they on Twitter? Instagram? LinkedIn?
While older generations have increased Facebook use in the last four years, Twitter and Instagram remain popular among young audiences.
Find out if your business has an online community on these social media platforms. This will help you prioritize which ones to focus on.
3. Determine What Content Your Audience Needs
When creating a buyer’s journey, you must know your audience and build a strategy that provides content specific to each phase of the journey.
This will enable you to build strong customer relationships and boost conversions.
Use the language your audience uses to build resonance, resolve pain points, and build trust.
The success of your marketing strategy relies on the effectiveness with which it focuses on the right target audience.
Create and use personas in strategic initiatives and you’ll be well on your way to marketing success!