02 Oct Everything You Need to Know about – Customer Personas.
Everything You Need to Know about – Customer Personas.
From YMG – The Award-Winning Digital Marketing Agency in Chelmsford, Essex.
Here at YMG, we’re all about giving you as much as we can to help you and your business succeed. After all, seeing businesses reach the heights they deserve is what we live for. But, to do this, you need to know the secrets and tricks of the trades. One such area we’ll be talking about today is, as you can tell from the title, customer personas.
In this blog, we’re going to go through everything you need to know – what they are, what they do, and how they help. So, without further ado, let’s get started!
What Exactly is a Customer Persona?
Simply put, a customer persona is a detailed breakdown of a theoretical person that fits within your target audience. OK, maybe we lied, that’s not simply put, but this blog is called everything you need to know about customer personas, not ‘a simplified list of customer personas’…
When you’ve identified your target audience, a customer persona helps you to identify specific areas of a typical member of this audience. They’re not modelled on any specific person, rather, they’re a fictional character that embodies the characteristics and traits of your target audience.
What Should Be Included in My Customer Persona?
As a general rule, your customer persona should be as detailed as possible. Of course, the details you choose to include depend on your target audience. For example, if you’re in the clothing industry, the sizes your audience wear would likely be included. Yet, if you’re in the technology industry, you’re likely to focus less on what your audience wear, and more on how long they spend using technology. Because of this, there’s no set of features that will 100% apply to every customer persona. However, area’s you’ll want to consider including for most include:
- Brands They Enjoy.
- Disposable Income.
Already, I’m sure you can see just how much more detailed a customer persona is over a target audience. But, again, this is not everything you will need. From business to business, your customer persona will vary. Not only this, but it’s common for a single business to have 2 or 3 different customer personas.
Why Does My Business Need a Customer Persona?
Your business needs a customer persona to fully understand how to target and please your audience. As we’ve said before, identifying your target audience is good, but is a little vague. For example, if your target audience is something along the lines of ‘men and women aged 70+’, you’re targeting over 8 million people in the UK alone. Of course, casting a wide net isn’t bad, but you’ll struggle to home in on your ideal market, and work towards a higher rate of conversion.
With a customer persona, you’ll be able to tweak the marketing and approach of your business to better suit your potential new customers. For example, understanding your target audience won’t help you to understand when your target audience is likely to be online. Therefore, you take a punt at scheduling ads on your social media pages, but they fail because you get it completely wrong. However, with a detailed customer persona, you start to understand the online habits of your audience, including how long they spend online, and at what time of day.
When Would My Business Use a Customer Persona?
A customer persona is an extremely useful tool to have in many areas of business, especially when it comes to marketing.
As we’ve previously mentioned, having a customer persona will help whoever is producing the marketing for your business. From their online habits to what type of advertisements they enjoy, a customer persona is almost guaranteed to help improve the quality of your marketing, even if it’s just a case of when the advert goes live.
Outside of marketing, a customer persona can help you to optimise production size or even the type of products you make. For example, if your customer persona suggests that your ideal customer buys products like yours as a luxury, you may want to produce limited editions or smaller production runs. This will help to cut costs in some areas and build excitement towards your next release. However, if your customer persona suggests that they buy your products as a necessity, such as toothpaste or a sports drink, this would suggest that a limit run model won’t suit your business.
Regardless of the type of products or services your business makes, or which industry you’re in, a customer persona will enhance your business practices. Some more than others, but still, if you ever listen to a recommendation in business, we’d recommend it’s this – get yourself two or three customer persona sheets printed out and stuck on your walls.
Who Can Make My Customer Persona?
In theory, anybody can make a customer persona. But would you really want your aunty creating customer personas for your business? Full disclosure, we’ve got nothing against your aunty.
The best way to create an effective customer persona for your business is by sitting down with several members of your team and brainstorming. Find a stock photo online and add it to the profile to give your persona a look, and discuss the areas we mentioned earlier – age, occupation, interests, etc. Create several customer personas and print them out for the office or workspace of the business.
There you have it, everything you need to know about customer personas. Got any questions? Leave them in the comments sections below.
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Thanks for reading, and we’ll see you on the next one!
YMG are an award-winning and full-service digital marketing agency based in Chelmsford, Essex, and home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.