Do You Know Who You’re Selling To?
If you can answer that question—really answer it, not just cite demographic data—you’re halfway to solving the content marketing puzzle. To consistently and efficiently drive customers on your website to spend their money on your product or service, you need to define your customer persona or personas.
What Does ‘Customer Persona’ Mean?
A customer persona is a documented representation of your core audience or audiences. Think of a fictional character who captures all of the important attributes that most of your existing and potential customers share in common, or that your major groups of customers share. Not just gender, age, occupation, etc., but how they think and act in relation to your business.
This character is based on research, not assumptions. A persona addresses questions such as:
- What is the problem they’re trying to solve by exploring your website?
- How do they want to see the solutions you provide to the problem presented (e.g., videos, infographics, mobile platforms, social media, etc.)?
- What roles do your typical customers play in the buying process, and who are the people influencing their buying decisions?
- What obstacles stand in the way of achieving the objective (e.g., cost, organizational structure or corporate culture, scheduling, etc.)?
These are some of the complex questions that you need answered to develop a clear picture of the people who come to your site and what they need.
Why Is it So Important to Create a Customer Persona?
Think of it this way: Is it easier to make one person at time happy or to make everyone happy?
By distilling your key audience to a single person with a realistic identity—a technique that digital marketers commonly use—you zero in on the exact content that person needs when he or she comes to your site.
Now your persona and editorial mission statement can work hand in hand to develop your overall content strategy. Together they lead your customer from being aware of your products and services, to comparing you to your competition, to making a purchase (the “customer’s journey”).
For example, here’s a simplified persona for one set of customers of a Georgia-based pest control company:
“Mary” is 35, married, and has children. She owns her home in the southeastern United States. Keeping it clean and pest-free is important to her. She has a lot of demands on her time. She is tech-savvy and does research before making buying decisions.
To reach Mary, the company’s editorial mission is to create engaging, informative written and visual content that educates homeowners on its termite, pest, and wildlife control services and addresses her questions and concerns.
This mission statement can be broadened to capture additional personas if applicable, in this case business owners:
“To create engaging, informative written and visual content that educates home and business owners on the company’s termite, pest, and wildlife control and lawn care services and addresses client questions and concerns.”
What if I Already Know Who My Customers Are?
You probably have a pretty good understanding of your customer base. But when was the last time you put that understanding to the test through thorough research?
One of the biggest marketing mistakes you can make is skipping this step in the first place and not updating it as your company grows and the ways that we do business evolve.
Getting the persona right can be the difference between creating content that generates revenue for your company and wasting time and money on content that doesn’t.
It helps to remember how search engine optimization works. Most web traffic comes from organic searches, not paid listings in Google. And what matters most to Google is consistent publication of invaluable content coupled with an exceptional website experience.
Sounds Awesome, But How Do I Create My Personas?
That’s where Electric Lemonade comes in. Effective personas are derived from quantitative and qualitative data.
We’ll dig into your web analytics to understand what your customers do when they get there and if they’re finding what they need.
We’ll interview you, your boss, your sales staff and, most importantly, your clients. We may talk to potential clients who chose another business to find out why.
How Many Personas Should I Have?
How many personas you create depends on your business. Based on our research, we’ll help you identify your most important audiences and build personas to match.
How Much Will it Cost to Build My Personas?
Please fill out our secure online form below to find out pricing for your business.