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Monday, August 3, 2020

Persona's and why you NEED them

Finding your target audience is a major part of the success of your campaign and going a step further to create personas for your audiences will guarantee a higher conversion rate. By understanding your audiences and showing them what they want before they know they want it, all you’ll need to do is sit back and watch your business climb. 

What is an audience persona?

An audience persona is a fictional representation of your ideal audience. It describes your target customer based on detailed audience research beyond demographic information. For this to be effective, you need to think of your audience personas as real people and get into the nitty-gritty of what makes them tick. Well researched audience personas will help you understand how to craft your marketing strategy and create content that will resonate with your audience. People may buy your products for different reasons, which means there are different groups of people that you need to create a persona for. Generally, we create an audience persona for each main demographic, and here’s how we do it.   

HOW TO CREATE AN AUDIENCE PERSONA

When launching a business you need to understand who is going to buy your product or service and why. Research your industry, competitors, and the current buyers of the market space. The same process can be done if you currently have a business and are looking to understand your customer and/or branch out into a new market. Either way, there are a few simple steps you can use to identify your ideal customers and create your audience personas. 

Step 1 – Research

You will need to compile a list of questions to research that are the key identifiers of your target audience. For your personas to be as specific as possible, there are several different categories of questions you will need to cover. This is the most important step, so we will help get you started with a list of the essentials!

- Create a list of all the benefits of your products/service
- Identify pain points that you can solve
- Determine who needs these issues solved
- Identify your main demographics

Are they male or female?

Where are they located?

What is their relationship status?

Do they have children?

At what life stage are they likely to purchase your product/service?

What are their characteristics?

What are their behaviors?

What are their beliefs?

What is their education?

What is their occupation?

What is their income?

What price point can they afford?

What is their buying strategy?

What are their goals?

What are their biggest challenges?

Where are their watering holes?

What are they reading/watching/or listening to?

What are their shopping preferences?

How do they interact with brands (e.g. commenting on posts, liking posts, sharing posts)?

What device do they use to connect with brands?

What other Facebook pages do they like?

What are their online shopping habits (e.g. is it heavily dominated by apparel or home décor)?

What do they think about your brand?

So you’ve asked the questions, what’s next? Have you found some competitors and seen what their audiences are doing and responding to? Any research is good research when it comes to understanding your market.  

Step 2 – Create your audience personas

Turning your research into a persona is the next step, gather all your data and start looking for common characteristics. If you identify a core customer, group them into a collection and turn their persona into a real person. Giving this persona a name, job title, home, and other defining characteristics will turn them into an identity you can speak to. An example of this would be;

Karen is 35 years old

She lives in Melbourne 

Works at an insurance company

Owns a golden retriever called Marley

She likes to run in the park

This list doesn’t define a persona, it gives you an example of who you are targeting, not everyone will tick all of these options, but it gives you a general idea. You could go as far as creating images so you can visually understand your personas and everyone has a clear understanding of this “person”. 

Step 3 – Test your findings

Once you have compiled your list of personas, create content specifically for each persona. Testing this content is key, see which creative and copy resonates the most with your audience and track the success of these campaigns religiously. These campaigns will ebb and flow, so adjusting them accordingly as the persona behavior changes will be important to the overall success of your audience targeting. 

Overall you need to be thinking about your buyer personas every time you make a decision about your business and your strategy. Taking the time to really understand your audience will be the difference between a successful campaign. You need to know your customers better than they know themselves, show them what they need in their life so they don’t have to go searching – that’s how you stand out from your competitors.