Audience personas have been used in marketing for decades. Not only do they help you understand your customers better – they help you sell to them too. However, if you’ve never dealt with marketing audience personas before you may have a few questions. What are they? Why do you need them? And how can they help you and your small business?
What exactly are audience personas?
Marketing audience personas are a set of imaginary customer profiles. In each customer profile you would build up an imaginary person who you think would be likely to purchase from your business. The more detailed the customer profile is the better. Majority of persona profiles contain information like – name, gender, age, geographic location, annual salary, hobbies and interests.
Why do I need audience personas?
Audience personas help you learn more about your potential customers. And the more you know about your customers – the more likely you are to be able to sell to them. Persona profiles can usually help you pin point where you’ll be able to market to your customers more successfully. Additionally they can also give you hints as to what kind of marketing they like based on their daily routines, hobbies and interests.
How do I create audience personas?
Start thinking about at least three different types of people who would use your businesses products or services. Then start creating a marketing audience persona profile for each one. Don’t just create any kind of person. Really think hard about the people who are already customers of yours. Take some of their qualities and put them into your personas. Like we said earlier – the more detail, the better. Don’t just think about who they are, think about what they like to do on a daily basis. Do they routinely check their emails? Do they go on social media everyday? If so what channels? The more information you imagine about these personas, the easier it will be to target real people like them with marketing.
How do I use audience personas?
Once you’ve created your audience personas they’re pretty easy to use. Study each marketing audience persona profile and think about the most effective ways to market to them. For instance you’ve imagined that the persona profile named Emma, checks Instagram between 5 – 7 times per day, listens to podcasts on Spotify on her commute everyday and likes to end her days by watching YouTube videos. From this information you can surmise that if you want to expose Emma to your marketing more frequently you could use some targetted Instagram ads. Or if you want to target Emma before and after work you could try and slot in some ads on Spotify during the hours of 7 – 8:30am and 5:00 – 6:30pm.