- The content you create is valuable and relevant to your customers
- Your products and services are meeting their needs
- Your value proposition and calls-to-action resonate
In short, creating customer personas makes marketing easier and more effective. Here are 4 steps to create basic customer personas – don’t worry, it’s not that hard!
1 – Research
Though you probably have a fairly good idea of who your customers are, do a little research. Look up customer profiles on LinkedIn, send them surveys, and/or conduct interviews. Interviews can be done fairly quickly with a handful of customers who represent a range of your client base.
2 – Collect basic data
You’ll want to gather a lot of basic information:
- Job title and industry
- Geographic location
- Hobbies and interests
3 – Dig deeper
Next, dig a little deeper to uncover your customers’ goals and challenges – this is something I always do with my clients when I begin working with them – and any obstacles or objections that might stop them from buying (cost, time, resources).
4 – Segment your personas
Now that you’ve done your research, you should have a few personas. Name them and compile separate profiles for each. Profiles should include:
- demographic and background information
- how you’ll overcome those obsacles that might stop the sale
- marketing messages that focus on how you solve their challenges and help them achieve their goals
Have you created personas? How has it helped you improve your marketing?
Image courtesy of technomarketer.typepad.com