An essential step in digital strategy, the marketing persona (also called target customer or buyer persona) brings a human dimension to your inbound marketing strategy.
Indeed, more than a simple robot portrait, the persona defines your target by giving it a real personality. It becomes a very effective way to address a targeted message to your prospects and customers.
From defining the marketing persona to the stages of its creation, discover why and how this key marketing tool is the ally of 100% targeted web content… for an optimized conversion rate.
Definition of the marketing persona
Before seeing how the buyer persona will inspire you in your digital strategy, let’s go back to its definition.
In marketing, the persona is a kind of identikit of a fictional character whose characteristics present the profile of your target customer, down to the smallest details. Its descriptive sheet thus provides a lot of personal and professional information about him, such as:
1. Ask your customers
As you will have understood, to define your personas you must answer a certain number of questions. To find the answers, the simplest thing is to first question your teams, and in particular your employees in direct contact with your customers and prospects.
For example, you can call on your field sales staff, but also the After-Sales Service and the marketing department in order to gather as much information colombia phone number library as possible on your customers’ purchasing journey, what they think of your products, their main obstacles and the service they expect from you.
2. Identify your customers’ digital habits
This work should be completed by a study of their consumption habits on the web. List the keywords they type on Google to find your products and services, and analyze their purchasing behavior .
Check out the social media and forums where your customers interact. You’ll find valuable insights into the questions they’re asking, their expectations, their issues, and their opinions on your products and services.
All of this data allows you to precisely define the type of marketing persona of your target customers, and thus helps to build a truly targeted digital strategy .
Create a customer empathy map
The Customer Empathy Map is a powerful tool for understanding the needs, emotions, motivations, and challenges your customers face.
To create an effective marketing empathy map, start growth hacking in spain by gathering demographic data such as age, gender, geographic location, but don’t stop there. Explore psychographic elements such as values, interests, purchasing aub directory behaviors, and dive into emotional aspects such as fears, barriers, aspirations, frustrations.
