How would you describe your ideal customer? What kind of person does he or she look like? Would they be male or female? Young or old? Interests? Income?

Customer Personas are a powerful tool for understanding who your customers really are. They allow you to identify their motivations, behaviours, attitudes and preferences, and then design marketing messages that resonate with them.

Personas are a great way to get inside your target audience’s head and understand their unique challenges and pain points. By creating a customer persona you can develop a deeper relationship with your customers, improve your conversion rates, and increase sales.
 

What is a customer persona?

Customer personas help you develop a clear understanding of your target audience. They provide insight into what makes customers interested, how they think about buying products and services, and why they choose certain brands over others. In short, it helps you understand your customers better.

Personas are fictional representations of real people, designed to capture the essence of different types of buyers. By creating personas, companies can gain insight into what makes each type of buyer tick. This allows you to design products and messaging specifically tailored to your ideal consumer.

They are typically developed through market research and data gathered from your existing customer base. This includes things like your Google Analytics data, surveys, interviews, focus groups, and even social media conversations. You might want to look into creating a persona for each type of customer/industry you want to target, for example, a different personas for a B2B customer and a B2C customer.
 

Why are customer personas important to your marketing?

You can spend a lot of money in your marketing efforts trying to reach people, but how do you know whether or not you are reaching the right people effectively? Using a persona and targeting the person you’ve created, will help attract the real customers you want to buy from your business.

User personas are a set of fictional people used to describe a group of real customers. They’re helpful because they allow you to understand what problems your potential customers face and how those problems affect them. They allow you to see the world through your customers’ eyes, helping you develop products and solutions that meet their needs. Personas can help you identify the goals, behaviours, and attitudes of different types of users. This helps develop solutions that address the needs of specific groups of people.

 

Creating your own buyer personas

The goal of a persona is to provide insight into your customer base, helping you make better decisions about your product roadmap. You’ll know whether your product is solving a problem, why someone might want to use it, and where it could go next.

Buyer persona creation begins with research. Start by asking yourself some key questions: Who are our target customers? Do you have a customer already that is your ideal customer? What do they care about? Why do they behave the way they do? How does your product fit into their lives? Once you’ve answered these questions, start sketching out a few basic characteristics. Make sure each character represents a distinct type of user. For example, if you’re working on a tool for small businesses, don’t just include one salesperson; include several managers, owners, and employees.

1. Think about the best customer you would like to have

The key to creating effective buyer personas is to use real data about your current customers. This includes information like demographics, interests, behaviours, attitudes, values, and motivations. Once you have gathered this information, you can start developing a profile of each individual customer. For example, let’s say you sell lawnmowers. You could develop a persona based on someone who owns a home, drives a car, and lives in the suburbs. Using this information, you can craft a list of questions that will allow you to learn more about your ideal customer. These questions might include things like, “What is his/her relationship status? What does he/she value most in life? How much does he/she pay attention to the news? Does he/she care about politics? etc.”  For example, a persona might describe someone who lives in Nottingham, owns a home, drives a car, works full-time, and earns an income of more than £25,000 a year.

2. Find out who your target audience is

Now, take the information you gathered during your research and organise it into three sections: demographics, psychographics, and behaviour.

Demographics are broad categories that describe groups of people based on characteristics like age, gender, income level, education, occupation, etc. These are the basics and are useful because they give you insight into where your potential customers live and work.

Psychographics, on the other hand, focus on things like personality traits, motivations, attitudes, beliefs, behaviours, needs, wants, desires, aspirations, fears, concerns, etc. Both types of profiles are important but don’t forget about behavioural profiles, too.

Behavioural profiles are used to identify specific actions and activities that people engage in online. For example, someone who spends most of his/her day watching youtube videos might be considered a video watcher or they use Instagram the most to find new products. This type of profile helps marketers determine whether there’s a good opportunity to advertise on YouTube, Instagram and other platforms you think your ideal customer uses.

3. Identify key influencers

Once you know who your ideal customers are, it’s time to look at those individuals’ social media accounts. Start by identifying the brands and products that they follow. Then see what kinds of posts they make. Are they posting pictures of themselves wearing your product? If yes, you’ve found an influencer. Next, think about the topics they discuss. Do they talk about your brand often? How much money does he/she spend on your products? What’s their favourite colour? All of these questions can help you build a strong list of influencers. You can also use Google Analytics to find this out in the interests

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4. Build a list of attributes

Now that you’ve identified your target market, you need to figure out what makes each individual unique. Think about the different ways that types of customers behave. Does she shop mainly during in the run-up to Christmas? Is he a fan of fast-food restaurants? Use the information you collected earlier to create lists of attributes. Attributes are simply words or phrases that describe the behaviour of your customers. Some examples include “shopping,” “fast food restaurants,” “fearless,” “loyalty programs.” Now that you have a list of attributes, you can use them to build your personas.

5. Identify your customer’s goals, trust and pain points

It’s important to identify your customer’s goals, trust and pain points because they help you know what drives your customers to buy your products. If you don’t know why people use your product, how do you expect to change it? You’ll never figure out what makes your customers tick unless you know what they want.

A good way to gather data about your customers is through social monitoring. Monitoring social media allows you to see what your customers are saying about your brand online. You can even track conversations happening around specific keywords related to your industry.

You need to look at why this person is motivated (goals) to purchase your product, this could be if they want something to fit in with a colour scheme, or they want good quality etc. What makes them trust your brand and your products (trust points) – good reputation, high quality material used, celebrity/influencer endorsements etc. Finally, anything that makes them doubt buying your product (pain points) – this could be price, location, delivery options, etc.

6. Find out what impacts your consumer’s habits

When it comes to buying products online, consumers are often influenced by what others do. For example, if you see someone else buy a product, you’re likely to consider purchasing it too. If you know that your target market shares similar traits with those who already bought your product, you’ll be able to better tailor your messaging to appeal to them. This way, you’ll increase the likelihood of getting people to buy your product.

You could use the Face Book tool – lookalike audiences. A lookalike audience is a tool for your adverts to be seen by new people who are more likely to be interested in your company because they have many traits in common with your current clients.
 

Target your persona in your marketing strategy

Once you have developed your persona, you can begin crafting your marketing campaigns around that particular individual. You could attract them using targeted paid ads, for example, if you find that your potential customer spends a lot of time browsing Pinterest, you might want to advertise on Pinterest.

If you find that your customer likes to read books, you might offer a discount on a book subscription. Or maybe you want to promote on Facebook if that’s the social media platform they spend the most time on. Whatever you decide to focus on, make sure that you are targeting your audience appropriately. Otherwise, you risk wasting your time and money.
 

How to use your persona in your social media

1. Use your persona to understand your audience

You’ve probably heard it before: If you want to succeed online, you need to understand your audience. But by using your previously created persona you can target when and where your customers will be. If they are on Facebook after 8:00pm, schedule social media posts at its time and pay for facebook ads.

Look at your persona’s trust and pain points and tailor your marketing and customer experience to this person you’ve created, this will help your customer feel more valued and feel they are getting the answers they need.

2. Focus on the basics

Once you know who your audience is, it’s important to focus on the basics. You don’t necessarily need to start creating content just because you think you might gather a large following — you need to make sure that you’re providing value to those followers.

This doesn’t mean that you shouldn’t try to build relationships with your fans, however; it simply means that you shouldn’t waste too much time and marketing efforts trying to reach out to everyone. Instead, focus on building relationships with specific groups within your niche, such as influencers or experts.

3. Create great content

The best way to attract attention is to provide something unique and interesting to your audience. Don’t worry about being perfect, though — just put forth a good effort. After all, there’s no better way to establish yourself as an authority figure than to offer high-quality content. And once you gain traction, you can always improve upon your work.

This includes posts to social networks, lead magnets, videos with tips/advice just make sure whatever content you are creating is targeted at your buyer persona.

4. Build trust

People tend to follow brands that they trust, so it makes sense that you should take steps to earn their confidence. Start by making sure that you’ve got a solid brand identity. Then, you can move on to establishing credibility by publishing helpful content, offering useful tips, and responding quickly to questions.

When you build up enough trust among your followers, they’ll feel comfortable sharing your content with others.

 

Creating a persona may seem like a lot of work, and most of it theoretical, but they offer so much valuable insight into your customers and how to market towards them. If you would like some help and advice with creating a persona and your marketing – please get in touch with us below.

Xposure and Customer Personas

Based between Mansfield & Newark in Nottinghamshire our boutique marketing agency services provide hands-on experience and knowledge to businesses throughout the East Midlands.

We work with businesses on a monthly bases to help them identify potential markets, and build creative, results-driven marketing campaigns that target their ideal customers to turn them into qualified leads. If you would like some help and advice with creating a persona and your marketing – please get in touch with us below.

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