First published

Apr 30, 2020

Time to read

4

Customer Personas; Are you talking to me?

Are you talking to me?

Well, I’m the only one here so let’s figure out how we can make this conversation personal!


Before any company reaches out potential customers to build trust, they need to be ready to demonstrate that they understand who they are and what they want.

Developing so called ‘customer personas’ can help you do just that.

Customer personas are fictionalised profiles of ideal customers, based on insight and data from your existing successes. Using these models of the individual customer, you’ll be able to personalise your communications to suit specific needs and create loyal customers.


It will take some initial thought and effort to properly build out detailed customer personas, but the results will more than justify the time spent in the beginning.

Here’s a selection of customer persona statistics that prove their worth:

  • 82% of companies using personas improved their value proposition.
  • 71% of companies that exceed revenue goals have documented customer personas.


How Many Personas Should You Create?

It’s highly unlikely that a single persona will cover your entire ideal customer base. On average, three to five customer personas are needed to adequately capture a full audience.

For example, let’s consider a Gym.

The gym needs to target a few different groups to create a successful membership.

  • Body builders
  • Athletes
  • Adults actively trying to lose weight
  • Parents with children learning to swim
  • Retired individuals wanting to keep fit and socialise

Each of these individuals represent a different customer persona and require very different communications to be attracted to this business.


To figure out how many customer personas you need to create, look at your current customer base and your competitors’ customers, and try to identify commonalities in demographics, reasons for purchase and common pain points.

A common judgement often made by B2B companies is to assume that their primary customer persona is always the CEO of a prospective company. Many people equate the primary customer persona with the decision maker. But more often than not, this 'decision maker' isn’t the one looking at your content. You should focus more on the actual users of your products and services and tailor your communications to address their pain points with relevant content.


Steps for Developing Customer Personas

When you’re considering your customer personas, look at as many details as possible.

Who

Consider all of the relevant demographic information; Age, gender, education, geographic location, etc

What

What are the pain points your audiences might be experiencing? How you can help?

When

How quickly do your customers need their pain points solved? Some products and services lend themselves to extreme urgency, while others require longer cycles to make a decision.

If your product is time-sensitive or solves an immediate need, you’re more likely to take on urgency-based messaging. If you’re more about making life easier in the long term, you’ll need to do a bit more persuading.

Where

At what stage do your customers usually arrive at your product or service?

If customers are coming to your business already in the consideration stage, too much awareness-level content can come across as condescending or just generally not useful.

Why

When it comes to personas, you need to be able to address how your product is relevant to each individual. This is where your value is demonstrated and should be specifically written with your personas in mind. This ends up becoming your ultimate call-to-action.

As with all marketing, regular review and fine tuning of your personas will set you up for ongoing marketing success.


To get help with creating and implementing personas into your digital marketing plan call us on 01642 939181 or email enquiries@wirelesseconomics.com


Post written by Vicki Robson

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