1. Do You Really Need a User Persona?
Knowing who you’re talking to is essential to digital marketing. Creating a user persona can help you define your target market on paper so that the whole team can create a cohesive strategy.
2. Who Needs It?
Well, everyone who is working on a web or marketing project can benefit from a user persona. A user persona is a hypothetical representation of your preferred customers. By creating a user persona, everyone from your salespeople to your developers knows who to have in mind as they work on the project.
3. What’s In It?
A good user persona combines demographic and psychographic info to create a well-rounded view of your target user. You can do this through traditional research methods, auditing your current contact base, or even through in-person interviews and on-site surveys. Your user persona should encompass who your ideal customer is.
4. Why Do I Need It?
Having a user persona ensures that everyone on your team understands the customer. And you may have more than one target market, so having multiple user personas for each vertical will make it easy for your team to tailor your sales messaging, user experiences, content, services and more to cater to the specific needs and concerns of those people.
Now, let’s take a look at one that we’ve created for our team.
Persona Example: Small Business Sam
Small Business Sam is obviously a small business owner. He typically has been in business for 5+ years prior to seeking a marketing agency. He skews male, age 28 to 40, and is typically the breadwinner for his household. Sam wants to start using his website to equip his sales team with more qualified leads. He also wants to make sure that the website is easy to use, as he has little time to manage his website. Because of this, he is worried that his sales team won’t have the proper tools or training to handle more leads as the website starts to perform better. From this small amount of information, I know that we can help Sam out by providing him and his users with a clearly-defined conversion funnel. Additionally, we can integrate a CRM into the site and help Sam train his salespeople to handle the influx of leads.
So now that you know what your user personas need to include, start doing some research and create a couple of your own. Plus, download a free persona template that you can start using today.
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