How To Create Your Target Persona?
If you target everyone and just hope that they purchase a product from you or hire your services, that strategy will fail. You’ll also be spending money with no return on investments.
If you have no idea who to target, your campaigns will have no direction and you’ll be sending mixed signals to different audiences. For any type of marketing strategy that you’re thinking to implement, developing a target persona is a must.
What is a Target Persona?
One of the essential aspects of marketing is having a target persona, sometimes referred to as a buyer persona, marketing persona, or audience persona. A target persona is the representation of your main audience and is created by behavioral data and knowledge that you have acquired over time.
A target audience can tell you that women from 25 – 30 are the clients of your make-up brand, while a persona will specify that these women are junior professionals who are pursuing their dream roles and aiming to climb up the corporate ladder.
Having a target persona enables you to customize your content based on the challenges and needs of your persona preventing you from spending a lot of money on campaigns that do not serve their purpose.
Statistics from Weidert Group stated that 68% of customers or buyers prefer to research online independently and 47% of them view at least three pieces of contents before deciding their next step, which can be talking to a sales representative or proceed to buying or acquiring the product or service.
How to create a Target Persona and reach your audience?
Let us help you develop a specific persona that will allow you to understand what your brand should focus on and who you should be talking to.
Do a Thorough Research of your Target Audience
The first step to building your target persona is to collect as much information as you can on your target audience. Researching your audience is not as complicated as you think, mainly, it involves narrowing the area of your focus while maximizing your reach.
What should you gather?
- What online platform do they often use?
- What type of business do they engage with?
Having identified your niche will help you create relevant messaging and campaigns. Remember that at this stage, you don’t have to be too specific, you can set up a range where your customers will fall into and you can manage this later as you continue to narrow down your list. Some of this information can be gathered using your Google Analytics tool or social media platforms such as Facebook Audience insights.
Identify your Customers’ Pain Points and Goals
Understanding your customer’s challenges and goals will allow you to create the right target persona. Learn what current pain points they are currently facing and what is stopping them from achieving success?
Goals can be personal or professional depending on the type of product or services your offer. You should aim to get to know more about your customers rather than matching them with your products or services.
How can you gather this information?
a. Social Listening
Find out what are your customer’s concerns and what possible solutions they come up with. Through social listening, you can observe your audience’s conversations including the keywords and hashtags they use, the competitors they talked about, the specific product from your brand, your business, and more.
One effective way of learning about your target audience is through conducting surveys. There are multiple tools you can use to create survey forms and ask specific questions that will help you gather more information about them.
You can ask about their experience with your brand, their expectations, or what specific area do they like about your service.
If you don’t have specific people to implement this, you can always outsource professionals that will help you conduct market research and surveys for your business.
c. Customer Service
You can leverage the information your customer service and sales team collected to know more about your audience. Their team can give you a piece of more in-depth information about your buyer persona and help you identify more of their patterns and insights regarding their challenges and goals.
Define how your product or service can help your Customer
At this stage, you should be able to have a good grasp of your customer’s pain points and goals. This process will now allow you to develop a good picture of how beneficial your brand product or services is to your audience.
Here are the questions you can ask yourself:
a. How can my brand’s product or services help with their challenges?
What concerns can your product or service solve? Create a clear outline as an answer to these questions and incorporate them into your persona.
b. What is stopping them to convert?
What barriers does your audience face and how can you help them overcome these so can they move forward towards the purchasing stage? Think about what situation would help your prospect realize their need for your product now.
c. What stage are they in their buying journey?
Identify if they are the stage of awareness, interest, consideration, or purchase. Remember that customers who are in the consideration stage will be more likely to proceed with the purchase rather than prospects who is currently at the awareness stage of the buying journey.
Build a Target Persona
Now that you’ve all this information, you can then proceed to build your target persona. Initially, you’ll gather all the results and identify their similarities. While organizing, you’ll slowly reveal the unique characteristics of your customer persona.
Your goal is to make your target persona as realistic as possible and give them a proper name, job title, location, and other attributes.
Although the characteristics may not match all your audience, be reminded that the goal of developing a target persona is to allow you to personify your customer and figure out the direction of your marketing campaigns.
Benefits of having a Target Persona
Developing a target persona for your business will help you gain a better understanding of your customer’s habits, likes, demographic info that allows you to know them on a deeper level. When you get to know your customer’s pain points, it will also enable you to segment your marketing campaigns and send out more targeted content to each of your personas.
Now that you’ve crafted your target persona, you can start testing the effectiveness of your campaigns. If you need assistance in launching any ads or other marketing initiatives, you can send us a message today!