It's hard to overstate the importance of creating customer personas. Whether your business is engaged in B2B or B2C, if you want to get the best return on your marketing dollars, you need to know exactly who your target customers are and how to reach them. The more effective you are at identifying a prospective buyers needs, interests, and sources of information the better your marketing strategy will be. To do this, you need detailed views of these buyers, in marketing, we call these buyer personas.
What is a customer persona? How can it help my business?
A buyer or customer persona is a fictional person that stands as a representation of a group of customers with significant similarities.
Determining your target customer personas is crucial in bringing more of your preferred type of customers through your door. These personas can be used to influence nearly every decision about your business, from your website content to your marketing.
How do I create a customer persona?To begin, download our Customer Persona Worksheet. This free worksheet will walk you through all the steps needed to create your first customer persona.
The answers to these persona questions should be based on research rather than assumptions. The best research can be found on the front lines of customer interaction -your sales team! They know the most about who makes a good fit and why. Ask them what sort of generalizations they might be able to make about the different personas you serve.
Another option is to ask your customers and prospects for information, whether in person or over the phone. Conversations with current customers can yield some of the most valuable first-hand data when building out personas.
How many customer personas should I create?
There’s no set amount of customer personas that work best for all businesses, you really have to figure out what works best for your business. We suggest separating your personas based on their goals or the products they’re purchasing.
Let’s begin creating your first customer persona…
What are their needs? What products or services do you hope to sell them?
These are the basic details like age, gender, location etc.
Hobbies & Interests
What leisure activities do they enjoy? What interests do they have? Are they eco-conscious? Frequent travelers?
Challenges & Pain Points
What are their top concerns when purchasing your products or services? Cost? Security? Installation and design?
Sources of Information
What channels do they frequent for personal connection or entertainment? What online resources do they use to answer questions?
As a final step, create a summary of the details you just listed to create a sharpened vision of your buyer persona.
Now that you’ve built the foundation for your marketing efforts, it’s time to create a marketing strategy to effectively target and reach these customers personas.
To get detailed advice and tips on how to do this, join us for a free webinar on how to target your ideal customers. During the webinar our digital marketing expert, Jeff Cooper, will reveal the most effective channel strategies, targeting options and budgets to reach your newly created customer personas.
Webinar on March 1, 2017 2:00 PM ET / 11:00 AM PT
Webinar on March 2, 2017 2:00 PM ET / 11:00 AM PT