Defining who your audience is the basis of a good marketing strategy. How can you send a personalized communication to your target audience, well identify their needs and interests, and figure out the best way to reach them, if you don\u2019t know who they are? Creating personas can help you in this matter.\u00a0 So, why not make this your new year\u2019s resolution?<\/p>\n
Personas are fictional representations of your target segments. You assign to these fictional persons specific attributes that represent them. A company can have as many personas as it has target groups.<\/p>\n
Research<\/strong> \u2013 Persona creation usually starts with a massive research of information about the audience. You must try to collect as much information as possible from all primary and secondary data sources, such as forms, surveys, discussion groups, market analyses, and more.<\/p>\n Analysis<\/strong> \u2013 Then, the information is consolidated into groups that have common characteristics. Personas are usually defined using gender, age, income, marital status, scholarship, occupation, place of residence, etc. Depending on your industry sector, you may add many other attributes.\u00a0 Then, try to define the specific problem of each persona, what information they needs, how they seek information, when they want it and their role in the decision making process.<\/p>\n Models <\/strong>\u2013 To make your personas more real, you can give them a name, add a picture, and create a complete profile of all their shared characteristics. Making personas known across the company will encourage each department to adapt their actions and speeches to your targets. Priorize your personas; some are more important to your success than others. And, to quickly generate benefits, be sure to focus your marketing efforts on your main personas, those that are most profitable to you.<\/p>\n Optimization<\/strong> \u2013 Customers\u2019 interests and habits change quickly. You should therefore review your personas every 3 to 6 months, and validate your criteria regularly to ensure that they still apply. In addition, after a specific campaign, it is interesting to immediately review your personas, to validate if you got the expected reaction.<\/p>\n5 tricks to improve your personas<\/span> <\/strong><\/h2>\n