Digital marketing · Digital planning
What Is a Persona?
A persona is a fictional representation used to characterize an individual.
A persona is a fictional representation of an individual. In digital projects, a persona is often used to characterize the customer who will buy a product, visit a website or consume content.
Why create a persona?
Developing excellent content that is robust, interesting and capable of creating customer conversion opportunities and helping them along their buying journey takes a lot of work, but it is not impossible. One of the major challenges in the digital world is figuring out how to create a persona so you can offer all this content to the right, specific target audience. When you create a persona correctly, you will not only reach your customers, but also people who do not yet know your products but would be interested in doing business with you. We know that creating a persona involves gathering a great deal of information and having a strong ability to analyze your customers' behavior. To create your persona, you should consider various factors, such as your customer's daily routine, concerns and sources of inspiration. Finding out what services they need, how they prefer to be served, what kind of support they need, how willing they are to invest, and what their digital behavior is like are all essential to creating your persona and succeeding with this effort. Once you have all this information clearly laid out, it is time to develop a character to serve as your persona. Give them a name, gender, income, marital status, age range and profession. In other words, bring your persona to life.The importance of creating a persona
Here are some reasons why creating personas is important:- Determine the type of content or strategies to create to achieve your goals;
- Choose the right "tone" for communicating with your customer;
- Help define the topics and buying journeys to create;
- Make us think like the customer so we can understand how they search for and want information about what they plan to buy;
But how do I create my persona?
At this point, you have probably wondered how you will gather all this information, right? That is a smart and very important question. To get this information from your customers, you should create a system that can ask them open-ended and closed-ended questions, so you can understand and capture the information needed to create your persona. At this stage, however, it is very important not to ask only your satisfied customers, but also those who are dissatisfied. That way, you can focus on what is going well at your company, as well as what needs to be improved as soon as possible. After gathering and organizing the data, put all the information into a layout that helps you clearly visualize your persona and identify the content you need to create to help your customers along their buying journey and win them over. A persona will not only help you understand your customer, but also support your strategies for generating more lead conversions and focusing your efforts on the customers you want to reach, thereby segmenting your marketing activities. Here are some important questions to answer about your persona:- What is your persona's name?
- What is their level of education?
- What is their gender and age?
- If they are a working professional, what is their job title, occupation and industry?
- Who influences their decisions?
- What are their most common personal activities?
- What are their most common professional activities?
- What topics related to your product, service or industry would interest them?
- What challenges do they face when buying your product or service?
- Where do they usually consume information? Which media channels or communication platforms do they use?
