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How and why should you be using a customer persona?

Are your marketing efforts not getting you to where you want to be? Do you feel like your posts are too broad and not directed at anyone in particular? If that’s the case it may be a good idea for you to develop a customer persona…

Customer personas aren’t used by every business but it’s something that every business should utilise. Not only does it enable you to have a clear understanding of your target audience, but according to Hubspot, customer personas can make your website and marketing material 2-5 times more effective and engaging for your targeted users.

So, what is a buyer persona and how do you build one? Let’s take a look…

What is a Customer Persona?

A buyer persona is a detailed representation of your ideal customer based on market research. It entails who your target customers are, including the demographics, what they do for work, any challenges they may face and how they make decisions.

You may be thinking, how am I meant to put all my target audience into one persona? Well the answer is, you don’t. It’s not uncommon for businesses to have multiple customer personas, each representing different aspects of their ideal customers. By executing this activity, it helps businesses get a deeper understanding of their customers, empathize with them and realise the type of people they are selling to.

How you should use a Customer Persona:

So now you know what a customer persona is, how do you create one? Well lucky for you, we’re saving you one step as we’ve created a buyer persona template for you. We recommend the following steps to get the most out of our downloadable guide.

1. Research

Buyer personas should be based of research around your ideal customer base. The type of research you conduct is up to you, whether that be surveys, interviews or customer feedback. You should use this exercise to speak to different departments within your company to find out the type of leads and customers they’re interacting with on a daily basis. You can also look back over your contact data base to see what type of customers are interacting with you, where they’re coming from and what type of content they’re consuming. You should look to gather their basic demographic information, what their challenges or pain points may be and ultimately how your company can help solve these.

2. Fill in your Customer Persona

Once you have gathered all your research around your customer base, it’s time to put it into a format that everyone can understand. The idea is, from the in depth research you carried out, you are able to identify patterns and commonalities in your audience to develop at least 1-3 primary personas. You can use our free downloadable persona template to organise the information you have gathered into an easy-to-read & concise document.

3. Share your personas

Once you’ve established your personas it’s time to share them with your team. Ensuring all members of your company are aware of your customer personas is crucial. Hold a meeting and talk through each step of the persona to ensure everyone is aware of what your ideal customers look like. This will ultimately help them when either looking for new leads, trying to qualify current leads or trying to retain current customers.

By using these tips along with our customer persona template, you should have a deeper understanding of your target customers. This understanding should filter through your team and they should feel more supported and equipped when talking to your customers. You should also see an improvement in your marketing, as you are aware of who you’re directing your marketing towards you can produce more targeted material.


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