What is a persona?
A persona is a portrait of your actual customer. In a perfect world, it would be based on market research and data extracted from your existing customers. By clearly establishing your company’s persona(s), you make it easier to create your entire marketing strategy, allowing for a better allocation of time and resources to optimize your revenues.The easiest way to do this is to build a profile of all your personas to ensure that you know them well. Do it as if you were creating a profile on a dating site. Give them a name, a picture and tell their story. It’s like introducing the characters of a novel. This way, you’ll have them in mind when you develop your marketing strategies for your products. You will be able to design a relevant strategy for each persona that will capture attention and translate into sales.
The goal is not to "profile" your customers, but rather to identify favorable profiles for your products.
How do you create a persona?
2. Identification of your customers' objectives in relation to your product
3. Identification of your clients' general challenges
At last, you will be able to serve your customers by focusing on their reality and getting effective results. For example, the Smart Adaptation allows your website to recognize its visitors and instantly adapt its content.
So, start by determining your non-personas, that is, the groups you definitely don’t have, or want, as customers. It is often easier to set up what you don’t have, often the information can be collected quickly.
Gather your team for a one-hour meeting. But remember! Make sure it’s not just the marketing team. You should include your sales team and customer service team as well, since they are constantly interacting with your qualified and unqualified prospects. They are a valuable source of information.
Lead off the meeting by asking each person to identify the customers that are contacting them and ending up not purchasing. Write each point on a pink Post-it note and stick it on the wall. You’d be surprised what can be said in 15 minutes. Then, for each pink Post-it note, ask for the equivalent statement that would indicate that the customer is an actual customer and write it on a yellow Post-it note. At the end of the meeting, you can discard the pink Post-its and collect the yellow Post-its to begin creating your personas.
Alternatively, you can bring in outside help to determine your personas. Our team of strategists specializes in the creation of personas and can conduct a meeting with your team to determine yours. Don’t hesitate to contact us to schedule a meeting.