In Marketing one of the first things you have to do in order to develop a digital marketing strategy (based on the SOSTAC model) is knowing which your current situation is so your customers are a huge part of that situation.
Targeting your customers means defining your clients by their characteristics, behaviours, need and wants. So that analysis must be based in demographics data and psychographics variables.
Once you have all this information you can define your persona. Ardath Albee describes a marketing persona as a composite sketch of a key segment of our audience. For content marketing purposes you need personas to help you deliver content that will be most relevant and useful to your audience.
So that persona must be defined by the information you had analysed and obtained. This persona must show all the characteristics of your strategic client.
Which information should include my persona?
Your persona should include:
- Demographics: age, gender, salary, localitation, education, family
- Goals and challenges
- Personality, attitudes, interest, lifestyle, behaviour
- Values and fears
- Marketing message
Where can you find all this information?
There are many sources of information on your audience, from the tiny details logged away in your site statistics to actual conversations with real-life customers. You can look for information about your customers in:
- Your web analytics
Inside your analytics, you can see where your visitors came from, what keywords they used to find you…
- Your team
All your company departments could help you to built that persona. Anyone with interactions with customers and customer data should be involved.
- Your social media
- Ask your audience
The more information you get the best will help you.
Here we have an example of persona:
How many persona should I defining?
Depending on your business or target you could have different persona, the most important thing is to have a persona for every strategic client you have in your company. You have to keep in mind that your persona will be the person on the strategy will be based in, so you will have to defining as many personas as you think you are going to focus on.
Why is so important?
By defining a persona you help the creators to get into character, that specific data is a good way to understand the thoughts, feelings and behaviours of your clients. Also that could help the company to find news opportunities for their products or services. But the most important thing, the defining process must help you to find the insights that make your customer keep being your customer.