Customer Personas can be super helpful for your marketing strategy, but only if you know how to create and use them effectively. Often, people whip up these detailed personas and then … nothing. They sit on the shelf because they are too lyrical and don’t answer the questions you have about marketing. Let’s change that.
They go beyond the customer segments of old that were based on demographic info (e.g 50+ size company) and now include psychographic information which is a fancy way of saying ‘what’s going on in their head’.
Customer personas are a deep dive into understanding your audience. They help you get a clear picture of who your customers are, what they care about, and how you can show up to attract more of them.
The Basics of Creating a Customer Persona
First things first, gather some data on your existing customers. Use surveys, interviews, or dig into your website and social media analytics to uncover patterns.
Look at:
Demographics- Age, gender, location, income, company size, employees etc.
Psychographics- Interests, values, lifestyles.
Behavior- Buying habits, website activity, social media use.
From this data, you can create a few key personas that represent different segments of your audience.
But remember, don’t just rely on what you think you know—validate your assumptions with actual customer insights. This can save you a lot of trial and error down the road.
Once you have a clear picture of who you want to atrract, it’s time to dig a little deeper.
Ask these questions.
What type of roles are they in? What are they responsible for?
Are they leaders, innovators, analysts, or caregivers? Understanding their roles helps you connect on a personal level and reach decision makers.
What’s going on for them?
Are they balancing work and home, dealing with a big project, or looking for career advancement? Tap into their current challenges and needs.
What motivates them? Get clear on why they would act now.
What are their dreams and goals? What drives them? Knowing this can help you create content that speaks to their ambitions.
What barriers do they have? What’s in their way?
What obstacles are they facing? By understanding their struggles, you can offer solutions that are genuinely helpful.
What misconceptions do they have?
What misunderstandings or doubts do they have about your product or industry? Clear these up to build trust.
What do they need to know to get to a YES?
What information will be most valuable to them? How does it match the buyers journey.
Providing useful tips and insights shows you care about their success.
How do they like to get their information?
Do they prefer blogs, podcasts, webinars, or something else? Meet them where they are comfortable.
How could you get in front of them?
Where do they hang out online and offline? Be present in those spaces to catch their attention.
What questions do they have?
What are they curious about? Addressing their questions can position you as a trusted resource.
Once you’ve got your personas, you’re all set to tailor your marketing efforts to meet their need
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About the Author
Rebecca Cofrancesco is an experienced marketing strategist and content creator.
She works with professional services brands and offers freelance services without the overhead of a full-time employee.
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