One of the most important factors in creating a marketing plan is identifying who your audience is and focusing your strategies around their interests/habits. If you fail to do this, you may be directing an incredible marketing strategy on the wrong audience and, consequently, not getting any sales.
The best way to avoid wasting your time, money and effort is to create a customer persona. This is a description of a fictional customer who best represents your target market. Doing so will allow you to work out who you are speaking to, what they value and how to solve their problems.
Note, you can, and should, have more than one persona.
What do you need to consider when creating your customer personas?
- Job title (What industry? Are they senior or junior? Large organisation or small company?)
- Salary (Do they have disposable income? Do they struggle to pay rent?)
- Family (Have children? Ages? Live with parents? Siblings? Close or estranged?)
- Location (City, countryside, suburbs?)
- What hobbies do they have?
- Are they a night owl or early bird?
- What do they do at the weekends?
- What do they spend their money on? (Socialising, clothes, makeup, sports, procedures, technology?)
- What are their values/ethics?
- What are their goals for the future?
- What are their biggest pain points?
- What is their biggest hesitation in buying from you?
- What social media platforms do they use? Why?
- What content do they like best? (Video, image, text?)
- What kind of social media accounts do they engage with? (Like, follow, share, comment).
- What things do they search? (What language do they use?)
- What stuff do they post?
- How much time do they spend online a day?
- When do they usually go online? (Morning commute, in bed at weekends, watching TV a night?)
How do you find out this information?
A great place to start is your online analytics. Most online platforms now offer basic demographic analytics which will help you to identify what kind of people follow you and what their online habits are.
Another way to access this information is to ask your current clients and identify common themes. For example, you may find you have predominantly female clients, within the age range of 30-50, whom all have ample disposable income and keep up-to-date with current trends by using social media. This will aid you in building a strong customer persona.
Finally, ensure that you create your customer personas as a team (not just those involved in marketing). This will give you multiple perspectives and will help create a more comprehensive profile.
Do you already use customer personas in the marketing for your business?
Let me know in the comments.