What is a persona?
Marketing has adopted the concept of the "persona" or "buyer persona" to understand the behavior of a target through a fictional character that represents him. A persona is therefore the typical profile of your ideal customer.
Creating a persona is a very specific process that consists in defining precisely the questions, concerns and needs of your potential customers throughout the buying process.
The persona sheet makes it easy to identify all the communication opportunities you can use to generate leads and convert them into customers. Not to mention that the persona sheet can also provide a better understanding of the buying habits of your target audience.
What is the purpose of a persona sheet?
The definition of a persona is about putting yourself in the shoes of the customer in order to better understand their requirements. The purpose of a persona sheet is to guide you on how to solve your target's problems.
The most effective method is to look at your current customers, but also at your competitors' customers . You need to understand their online behavior, their practices, their objections and the real obstacles you have to overcome.
Indeed, the representation of your customers is a way to understand their intentions and motivations, in order to encourage them to be interested in your products.
For an effective effective inbound marketing strategythis step is crucial. A thorough understanding of your target audience makes it easier to reach your customers:
- Creating relevant content;
- The publication of optimized content on the various communication channels;
- Sharing the right information at the right time.
In short, creating a persona is part of the foundation of a marketing strategy. Over time, this persona record continues to evolve as the parameters taken into account to create the persona are refined.
The interest of creating a persona file
A persona sheet facilitates the development of a successful marketing strategy on specific segments such as communication strategy, product, price and distribution. The benefits of creating a persona sheet are significant:
- Improvement of the conversion rate;
- An optimized sales tunnel or buying path;
- Optimized targeting to specific individuals on the different acquisition channels;
- Better customer experience throughout the sales process;
- Communication perfectly adapted to the audience;
- Improved SEO strategy based on the search habits of target users;
Moreover, by distributing this persona to all your teams, all business units will know who to contact.
4 key steps to create a persona record
To create a persona that makes sense, you need to follow logical steps. Below, Kiliba suggests 4 key steps to follow in order to create a persona that is as close as possible to your ideal customer.
1. Who is your ideal client?
At the end of this first step, you will have a complete identity card of your ideal client:
- First name;
- Typical day;
- Family Status;
To go further, you can even find a picture and put it on your persona card. Don't hesitate to caricature your persona.
2. Identify the needs and goals of your persona
Now that you've defined the identity of your target audience, you need to understand:
- Why they are looking for a solution (their needs);
- How they intend to accomplish them (their goals).
It is crucial to recognize the distinction between needs and goals: a need is visceral, a goal is the rational way to express your need. Moreover, for each persona's specific needs, you can identify several objectives.
3. Know your customers' objections
For this step, don't hesitate to ask your customers for their opinion via a marketing campaign or an online questionnaire.
The better you know your customers' objections, the better you will be able to provide solutions at the right time in your conversion tunnel.
4. The solution: the path between the needs and the achievement of the objectives
At this stage, you have a general idea of your client, his needs and his objectives. This step will allow you to bring your solution to your client to achieve his objectives.
To do this, describe your persona's journey: from their needs to the achievement of their goals.
Involve all your teams in the creation of a persona
By combining the information from your different teams directly linked to your prospects, you will be able to gather essential information to create a persona.
For this, all employees have an important role in the development of the marketing persona, but especially the salespeople, as they deal with objections from prospects.
Otherwise, there is Kiliba who takes care of your marketing
Kiliba artificial intelligence essentially combines large amounts of customer data. It uses them to initiate automatic procedures usually performed by humans.
It also facilitates improved customer service processes, including marketing initiatives and, as a result, customer retention.
A persona record requires the expertise of your teams, however, Kiliba's artificial intelligence helps e-commerce companies to put forward the ideal offer for each of your customers by creating a personalized marketing automation solution. Join Kiliba to make more money.