A customer persona is a fictional representation of your ideal customer, based on demographic and psychographic information. By crafting a customer persona, you can tailor your marketing efforts, products, and services to meet the specific needs and desires of your target audience. This does all kinds of things for your business: it keeps your message directed and consistent, it makes sure the right people are getting eyeballs on your product, it expands your reach, it helps you anticipate what directions to grow your business in, and more! The more you understand who your customer is, the more you will understand what they need, and how to meet those needs with your product.
We’re gonna show you how to do this in three steps. Why the hell not?
To create a customer persona that isn’t just based on your wishful thinking, first, gather relevant demographic and psychographic information about your target audience. Use the internet. Talk to people. Survey your existing customers. In a word: research.
Every industry is a little different but here are some good starting points for gathering information about your customers.
Google Analytics can give you a breakdown of your website’s visitor demographics… if they accept those cookies. You can find out information about your customers’ age, gender, lifestyle interests and more.
Keep in mind, the use of cookies and tracking technologies like Google Analytics may require obtaining user consent, depending on the privacy laws of your jurisdiction. Even when it is not legally required to have a disclaimer, some website owners choose to include a privacy policy or terms of service. Including a disclaimer is often considered a best practice to ensure transparency and build trust with your website visitors.
Go straight to the source! Make sure the survey is easily accessible and concise, so they don’t get bored and exit halfway through. Additionally, don’t disregard negative customer feedback. This can tell you who your ideal customer is not, which can be equally useful.
If you are just starting out, the above options really aren’t useful. So instead, take a look at what your competitors are doing. Find companies in your industry and check out who their customers are. To do this, you can use social media or discussion forums. Also, depending on your industry, you could try to find detailed customer research reports on Google.
Now for the fun part: create a fictional customer based on trends you are seeing. Give them the following attributes:
Feel free to add more attributes too! The more detailed, the better.
You can make one customer persona, or, if your customer base is incredibly diverse, it might make sense to create two or three. Either way, you gain a deeper understanding of your ideal customer.
If you work with us, one of the first things we’ll do is to ask you about your customer persona, and if you don’t have one yet, we’ll sit down and create one with you. Because if you want to create content that doesn’t s☺ck, you better know who your audience is.
Reach out to us anytime if you want to know more!
