How to create a persona for your company?
It's quite possible that you've already heard of personas. Whenever a marketing plan is started, they are cited as fundamental elements for the project to move in the right direction. However, the question that remains in the air is: how to create a persona? How to define who the company is going to talk to?
Calm down, creating a persona is no biggie! But yes, it requires care, attention and discretion for the flat defined digital marketing has positive and satisfactory results. So, let's learn how to create a persona and how important is it to a strategy?
What are the differences between target audience and persona?
Many people still confuse target audience and persona. However, they are different things.
To be more precise, we can say that the persona is the polished, refined and objective target audience.
Understand the difference.
The target audience more generally includes who your potential consumers are. It takes into account factors such as geographic delimitation, socioeconomic analysis, the brand's operating segment and competition.
The persona is an in-depth study. With it, you can see with a magnifying glass who your customers are; how they act, what they think and what they seek. Basically, it's about giving the target audience a face and a profile.
How to create a persona?
To know how to create a persona, you need to understand what market research is. This is the basis for knowing every detail of those who consume a brand, a product or a service.
There are several types of market research: quantitative, qualitative and mixed. Currently, few companies specialized in the subject use the old questionnaire made with paper, pen and clipboard in the streets.
To facilitate the capture of responses and streamline the analysis process, many surveys are carried out electronically, using forms and programs that generate metrics with the data obtained.
To conduct successful market research and thus create a persona, you need to follow a few steps. Let's see what they are.
prepare a questionnaire
You can't do good market research and build a persona using a generic questionnaire. It is necessary that the consumer enters the universe of the brand with each question, saying why he consumes a certain product or service, telling about his relationship with it and, of course, talking a little about himself, his tastes and his needs.
The survey needs to go beyond basic questions such as age, marital status and occupation. It is necessary to arrive at questions that show people's personality, preferences and desires. Of course, the questionnaire can't be too long or tiring, but it needs to address the right points for you to get a consistent result.
Some interesting questions are:
- marital status;
- number of children;
- region where you live;
- education level;
- how do you use the technology;
- main means of communication used;
- dreams and goals;
- main personal and professional challenges;
- major pains and how your company can help resolve them.
Select the ideal customers
You need to define who the customer is to be approached. Give preference to people who, in fact, follow the profiles on social networks, consume the brand and bring new consumers to get to know it.
You can't base generic people on the street randomly; it is necessary to search in the client portfolio, in contact lists and in the purchase history who represents the ideal consumer of the company's products and services.
Fortunately, every company that has digital records — whether it's a website, an online store, a blog, or social media profiles — has a way to track those consumers. They are where the research should be based.
The approach tends to be an underestimated step in the persona creation process. However, it is this that will define the success or failure of the undertaking, as it will encourage the participation of customers. Therefore, it is essential to take some precautions.
Preferably use a profile or personal contact for the approach as this creates closeness. In a private message, try to introduce yourself, explain your objective and propose a conversation, whether in person or online.
If possible, offer an advantage to the person who was contacted, such as discount coupons or exclusive gifts. Also, don't forget to make yourself available to answer questions and, most importantly, thank you in advance for your collaboration.
analyze the data
After the end of the approach, it is necessary to transform all the information obtained into graphics. In this sense, surveys conducted through questionnaires are faster and cheaper, as they require less time at the time of analysis.
It is necessary to take stock of everything that was answered. In this way, it is possible to identify the data that is most repeated and then create a persona without making mistakes or running the risk of being a generalist.
It sounds confusing and laborious, but many surveys are conducted via electronic forms or use specific software for this type of work, which shows the screening metrics in a few minutes.
But that, of course, for quantitative research; qualitative and mixed questionnaires require some manual work anyway.
document the persona
With all the data in hand, it's time to refine everything that was collected, remove information from the statistics and create one or more personas that can represent the universe of your target audience.
In other words, your client will gain name, age, marital status, children (or not), location, education, profession and hobbies. The persona appears with palpable characteristics, personality, tastes, anxieties and doubts.
See examples of personas:
- Mariana, 35 years old, married and with a small child. She works as a business administrator and leads a team of 20 people. He likes to catch up on events in Brazil and the world, but he doesn't have much time to go deeper; therefore, inform yourself using your cell phone and social networks. Her daily life is busy, so she sets aside weekends and holidays to enjoy her son's company walking in parks or going to the movies. Want to consume products and services that help organize daily life and are practical;
- John, 23 years old, single and recently graduated in Physical Education. He already works in the area, as a teacher at a gym close to home. You want to deepen and improve in your area and is already thinking about taking a postgraduate course or taking courses that make you a differentiated professional in the market. He is vain, attentive to technological news, loves going out with friends and posting on social networks. You like to invest your money in reputable products that have high quality and reputation.
All this makes the mission to work with Inbound Marketing much easier, as the professionals who will execute your strategy will have a good idea of the people on whom to focus their efforts.
Now you will be able to see more accurately who you are and how your final consumer thinks, reaching the desired results by a shorter path and without failure in communication.
See how creating a persona makes the job so much easier? Thus, it is possible to approach the end consumer and offer them tailor-made content that will inform and educate. It will also enable it to become lead at the time it deems most appropriate, because it understands that a given product or service fully represents it or satisfies its needs.
Count on a digital marketing agency to create a persona for your brand! Companies of this type have experienced and dedicated professionals to carry out each step of the work. This will save time and resources. It can also prevent wear and tear.
So, did you enjoy learning how to create a persona for your company and understood why it is essential for the success of a digital marketing strategy? To receive more tips like these, follow our social networks: Facebook, Instagram and LinkedIn.