The marketing persona is a marketing targeting tool that determines a personified representation of your typical customer. Useful at different levels in your company, you have to give it an identity, determine its problems, motivations, barriers to purchase and its preferred communication channels.
MARKETING PERSONA: WHAT IS IT?
Persona marketing is a form of targeting marketing. By definition, this consists in evaluating, then selecting, the various market segments on which to concentrate the marketing effort. In other words, it comes down to choosing the people your offer is intended for.
A persona is then the personified representation of your typical customer. Your company must have as many personas as it identifies different targets.
THE BENEFITS FOR YOUR BUSINESS
The goal of the persona is to succeed in understanding your customers in order to imagine their ways of thinking, of behaving, and, ultimately, of finding a solution to their problems. This study is therefore beneficial to your company, and can be used at different levels.
An adapted communication strategy: knowing your target, their motivations and barriers to buying, their values and centers of interest, allows you to communicate coherently on all your channels and to create links with Internet users. .
A tailor-made sales pitch: your sales department will use the persona to optimize advice and the sales pitch. This boosts your sales and customer satisfaction.
Relevant products and customer journeys: the persona can directly intervene in the development of products and/or services, in order to match them to customer needs. At the same time, a well-defined target makes it possible to create a website with customer journeys, adapted and optimized designs.
THE DIFFERENT STEPS TO DEFINE YOUR MARKETING PERSONA
The process of creating your marketing persona is generally divided into 4 steps.
WHO IS YOUR MARKETING PERSONA?
First, it's about defining the identity of your marketing persona . Concretely, you will give him a first and last name, age, sex, profession, place of residence, centers of interest, marital status, etc. You can also attach a photo.
Determining these elements is a crucial step in humanizing the profile of your marketing persona and facilitating your conception of it. Thus, the more specific his profile, the easier it is to put himself in his shoes and understand his needs.
WHAT ARE ITS ISSUES?
This step consists in understanding the problems encountered by the persona, why he is facing them (his needs) and how he decided to respond to them (his objectives).
So that, in your communication strategy and sales pitch, your offer is presented as the relevant solution to the defined problem. To do this, you have to convince them and attract their attention with appropriate arguments.
WHAT ARE HIS OBSTACLES AND MOTIVATIONS TO THE PURCHASE OF YOUR PRODUCT?
You need to determine how your marketing persona relates to your offering. In other words, you must understand what are the points that could prevent him from buying your products and/or services. At the same time, you must also define his motivations for the purchase. Answering these questions allows you to develop a relevant sales pitch.
Next, you need to think about the questions your marketing persona is likely to ask during the buying process. These responses are used to improve your communication actions and to intervene at the appropriate times.
HOW DOES HE FIND OUT?
The information collected is the basis of your communication strategy, so this is an important step.
First, you need to define what tools your persona uses to get informed. Does he watch television? Does he consult the newspapers (online or paper format)? If yes, which ones ? Is he present on social networks? How often does he use them? For what ?
Finally, you must also determine what type of content your marketing persona prefers to consult: photographs, short publications, videos, infographics, articles, etc.