PICKING THE PERFECT PERSONA
Posted By Andy Smith
The c-word – it’s the most important thing to any business and can make or break its growth…we’re talking about the customer, of course! You don’t need us to tell you that customer behaviours are constantly evolving and are being influenced by the wider world, but it’s very easy to forget about what they really want and become fixated on what you want them to want!
The notion of ‘if it ain’t broke, don’t fix it’ is one that many brands inadvertently view as gospel; however, it’s essential that we regularly explore who our customers are and what makes them tick, if we are to market a product or service effectively.
Whether you’re selling to a consumer or to a business, it’s important to get under their skin, so that wider business strategy can be tailored to deliver exactly what they want, when they want it
A simple way of doing this is to first research who they are – you can use Google Analytics and examine who your current customer is. You may find that you have up to five or six clear target audiences, so you’ll need to do a lot of digging. Identify their age, socioeconomic status and gender (if relevant). Next, it’s time to have a bit of fun and create the persona of who your target customer is – bringing in opinions from the wider team will give you different perspectives and allow you to create a rounded character.
Be careful, though; it’s easy to become subjective and fall into the trap of describing a persona of yesteryear rather than today. For instance, when your product launched, your customer may have been a high-flying, fashion-conscious, 20-something female, but it could now be a slightly older woman with children who has a different set of priorities. Don’t rely on your own perception – do your homework properly and gather some good, meaningful research.
Look at social media activity for your brand and find out what’s creating online conversation, taking note of followers’ tone of voice and who else they’re following.
You need to spend time creating your persona(s) and identifying their needs – for consumers, consider what they spend their money on, where they shop and eat, their family values and what media they consume and how. Of course, this can be adapted for B2B, simply flip it so that you think about what influences the main decision makers, what their ‘pain points are’, who they’re answering to and what values they hold and what their key messages are.
Once the fundamentals are in place, it’s then time to put your learnings into action and create a bespoke marketing and sales strategy that will hopefully drive your business into the future.
Fancy an overhaul of your marketing strategy so that it’s tailored to your customer? Get in touch