A marketing persona or audience persona represents a distinct segmentation of your consumers. If your target market is ‘E-Commerce Shoppers’, you can have multiple personas as long as there is enough of a difference between them to warrant a separate persona based on various factors.
You may have multiple personas for different kinds of shoppers broken up by location, size, buying habits, online habits, content consumption channels, or whatever makes your marketing efforts tick. Every business vertical will have peculiar marketing personas to fit their needs, however, a general strategy to detect and create precise market segmentation remains the same.
Few Tips To Create Precise Marketing Audience Personas:
Conduct Audience Research
Conducting thorough market research to understand your target market can go two ways. One, you’re an upcoming brand trying to build your consumer base, and two, you’re a well-established name in the market but you don’t know who your main audiences are. This is where a well thought market research through surveys and questionnaires can give you a headstart.
Your persona might be a bunch of fictional characters that fit your brand audience, but through real-world data collection, you can clearly classify those characters as real people and eventually build up a marketing persona.
Try to gather data conforming to factors such as:
- Age & Gender
- Job Title
- Spending Power & Patterns
- Preferences & Interests
- Preferred Social Media Channels
- Pain points & barriers
Think From The Buyer Mindset
Marketing personas help you map your audience’s perspectives, likes, dislikes, and choices. Thinking from your audience’s perspective is key to distilling your consumer base into various personas that your brand operates for.
Does your audience perceive you as friendly and open? Or trustworthy and valuable? Or as someone who simple and practical? Getting into their mindset will help you strengthen your brand tonality and communication to a great degree.
Identify Pain Points
Once you’ve conducted your market research, interviewed various groups of audiences, or perhaps conducted a focus group discussion, you’ll be able to identify their pain points or gaps that they’re experiencing currently. Maybe your product or service can fill in that gap which would become possible only through building appropriate marketing and buyer personas.
Addressing customer priorities takes precedence over your marketing efforts entirely. So if your product and service are fulfilling several gaps or pain points, consider this activity a success.
Marketing personas ideally started off as a demography-based profile and continues to do so. Males/Females in the age group of 21 – 30 or elder citizens in the age group of 50 – 75 will be two very different demographics that may affect your marketing personas.
The next step after demography would be their location or geography which can add another dimension to your marketing persona building. Factors such as city dwellers, suburban dwellers, or rural/countryside residents will have different needs from each other and influence your brand offering accordingly.
What Do They Do?
Personalization would be the next step to further refinement of persona segmentation. Dividing your audience by professional sectors or area of expertise is the best way to target your marketing communications in an optimized manner.
If your Audience Persona 1 is a list of doctors, lawyers, government officials, and other prestigious personnel, you could modify your communication to be more formal and less jargon-filled. Basically, getting to the point is the way to go. If your Audience Persona 2 is a list of marketing professionals, bankers, product managers, or business heads, then your communication can be a bit more creative, informal, and trendy.
Online Behavior & Interests
Decoding their online behavior, interests, and preferred social media channels will help you reach them on the right platform with the right content marketing strategy. If your target audience prefers Instagram over Facebook, and you choose the latter for all your marketing, then you’ll be missing out on making an impact.
Similarly, there might be demography that will prefer receiving your promotional material as a monthly newsletter, whereas some might prefer it in real-time on Twitter or Instagram. Tailoring your marketing efforts for each and every persona based on their online behavior and interest is a crucial winning strategy.
A Sample Audience Persona could look like this:
Persona 1: Working Professional / Tech-Savvy Working Professional
- Born in India but lives and works in London
- Age group 21 to 30
- Holds a Bachelor’s degree in Culinary Arts
- Works in the hospitality industry
- Likes outdoor events, Asian cuisine, and boutique spas
- Feels the hospitality industry could use self-help tech solutions
- Uses food delivery apps, e-commerce, and hyper-local grocery apps.
- Prefers Instagram and Twitter for social media, news, networking.
There you have it. A simple yet straightforward guide to creating a precise marketing persona for your business. This can be further compartmentalized on different factors that support your business and marketing strategy better. If you need a reinforced framework tailored to suit your business needs, feel free to reach out to our marketing and business experts.