Customer Personas – What they are and where to start
We’re always really careful not to sound like we’re straight out of a textbook but we want to share with you one term we love and that is ‘Customer Personas’. Some people call these ‘Marketing Personas’ and they, quite simply can be brilliant.
The team at Krux, a cleaver bunch say that:
“With personas, businesses can be more strategic in catering to each audience, internalize the customer that they are trying to attract, and relate to them as human beings.”
Simply put, these profiles can provide someone to visualise when creating content because when you can put a personality and character to the person you a targeting its easier to meet their needs and engage them.
This is also true when you’re tackling issues for customer irritants in your organisation – building personas for your audience can help improve the way you solve problems for your customers.
So here’s our beginners guide to creating simple persona pen portraits. Remember you want to know who the person is, what they value, and how best to speak to them. This works whether you’re in a B2C or B2B industry because you’ll always need to build a connection with an individual influencer.
Next you need facts. Measurement is key and unlocking insight you already hold about your customers will greatly enhance the profiles you’re building.
Then make it come alive – give each persona a name, find a photo which you think reflects them. Create boards highlighting brands your customer uses, hobbies they partake in.
And finally – USE THEM. Build your propositions around them, write your content to them, build objection handling with them in mind and don’t be afraid to update them as you learn more.