Your marketing messaging should resonate with your ideal customer and make them want to engage with your business.
Marketing personas are essential if you want this to happen.
Without a defined persona, your campaigns can end up having unclear, diluted messaging because you’re trying to appeal to everyone.
In this article, we’re going to take a look at:
- What are Marketing Personas?
- Common Pitfalls to Avoid
- Three Ways to Build Your Persona
- What Should Your Final Persona Look Like?
What are Marketing Personas?
There are many definitions and they all have a few things in common. A marketing persona is a fictional representation of your ideal customer, that shows key characteristics unique to them. Common characteristics to include in personas include:- Job title
- Seniority
- Location
- Company Revenue/Size
Common Pitfalls to Avoid
Far too many marketers create a buyer persona and never look at it again, and don’t even share the learnings with their team. It’s an exercise that gets done because you’re supposed to do it. But, if you don’t regularly review your persona as a business, it’ll quickly evolve as your business grows and changes. Six months after creating your persona, the new ‘ideal customer’ you have stored in your brain will be completely different from the one you spent hours creating. If you don’t regularly review your persona, your team can end up on different pages, leading to a lack of consistent messaging, and your marketing activities will decline in effectiveness.How to Collect Information For Your Persona
1. Large-Scale Surveys
Surveys are a great way to gather information about your audience and the market you’re in. You can send out surveys to your existing email list, or, work with a third party company that can source survey participants for you. Surveys are useful because they provide unbiased, honest answers (that you may not get when you talk to people in-person). You can fill the survey with questions that will help your marketing efforts in the future, and identify pain points that people in the market are experiencing. Assuming you have a high number of respondents, it’ll be easy to spot trends in the responses to create personas that are based on real data, rather than just intuition and guesswork.2. Qualitative Customer Interviews
If you already have happy customers, they’re going to be a fantastic source of information to use in your persona. Schedule interviews with your customers either in-person or over a video call (if you’re not sure whether they’ll agree, you could offer a gift card in return for their time). You’ll be able to find out:- Why they love your product or service
- What pain points you solve for them
- What made them buy from you in the first place