Persona is a concept that refers to the creation of a fictional character, but based on real data that represents the ideal customer of a business.
If you are already involved in Digital Marketing, you have probably heard of it in persona or buyer persona .
This is because it is an important concept for players in the field and serves as a guide for every strategy for your business.
Creating a persona means targeting your audience deeply , reaching a custom level of targeting.
The benefits are many. You can better understand the pains of your customers and thus solve them more efficiently.
To define the persona correctly, you need to ask the right questions and conduct further research from your audience.
That way you have a clearer goal and can target your resources more precisely.
By learning what a persona is and how to create it, you can optimize your entire strategy , making it more accurate and effective.
In this content, you will learn all about the persona concept, its benefits and how to create yours simply and practically.
Stay with us in the next few minutes to find out more!
What is persona?
Persona, or buyer persona, is the ideal customer representation for your business.
This ideal customer can be represented by creating a fictional character based on real customer characteristics that you believe are more frequent, loyal, and appropriate for your business .
To define a persona, you must consider some factors ranging from more personal to professional characteristics.
They can be:
Demographics, hobbies, personal and professional goals , among others we will talk about later.
A well-made persona should unify the most relevant characteristics your customers have in common, helping to humanize them more.
This makes it easier for your potential customers to understand and we can put ourselves in their shoes to guide our strategy with what would be most relevant and interesting.
The concept came along with Inbound Marketing strategies as a necessity for the requirements to serve consumers in a more personalized and considerate manner.
And with it came some techniques that help practitioners in the field define their persona.
Consumers have come to value their experience with brands as a whole, not just the product.
To provide the best experience, it is essential to have a well-defined persona and understand it.
This is why it is so important to have a persona for any business.
What are the differences between persona and audience?
Many still confuse the concepts of persona and audience.
Both are similar, but not synonymous . It can be said that the first is a deepening of the second.
Audience and persona differ in some key factors that influence your business results.
While the audience consists of a more general segmentation with broad characteristics of a group of people, the persona is much more specific and has individual characteristics.
Through the persona we can draw a complete profile, behavioral and psychological , which allows more assertive strategies.
The persona is more segmented and specific.
It’s much more beneficial to focus your strategy on specific profiles than on a broader audience without specifications.
This is because the information will be more objective and therefore your marketing plan has more meaning, clarity and is based on more promising data.
Ideas flow more easily and targets are better defined, helping to produce content on social networks and blogs, for example.
In some cases, you will feel the need to create more than one persona for your business, depending on your value proposition and which people would be interested in it.
Ideally, you should have as few personas as possible, as each requires specific strategies with different tactics. So you might get confused.
Therefore, try to focus on the ones that bring the most results and are most relevant in your market segment.
Advantages of a persona for your strategy
The creation of the persona consists of a very important step for the strategic planning of Digital Marketing.
She should follow as a guide for all planning , after all, the goal is always to get more customers.
And what better way to do this than by directly identifying and solving the pains of your potential customers?
By applying this, you gain users’ trust and gratitude for solving a problem.
The Content Marketing in particular is very benefited from the persona, as it makes it easy to set the guidelines and you can know exactly what users want.
In addition, the term helps professionals contextualize the Digital Marketing process and better understand their clients’ pains.
You can also better define the language that will be used in the communication process and what kind of approach will be taken by drawing attention to real problems that can be solved.
As we said before, your strategies, in general, are much more assertive and have more promising results as they consider the persona
How to create a persona?
To create a persona, it is not enough to invent random features or use them without context. You should be based on real facts and customers who have done business with you before.
To do this, you need to look at how your customers behave when they buy something from you and what your overall profile is.
It is also essential to conduct research and conduct interviews with clients themselves to define their persona more accurately.
There are some basic questions about your business and audience that you must answer first of all, so that you can make an interview with the clients themselves.
Asking customers directly is very important; after all, there is no one better at describing the needs of your audience than consumers themselves.
So if you have the opportunity to ask customers who have more contact with your brand some questions, don’t hesitate: ask!
But before that, you need to define what questions to ask to make it easier to create a persona. And that’s what we’ll talk about later.
General Persona Definition Questions
Let’s highlight some questions that you can answer yourself to have a more definite direction when choosing the people to interview.
These are just initial questions to help with the next step, which will be the interview with clients.
Which audience is interested in my business? (more general question that helps you direct to others later)
Which channels are the most engaged by customers with the company? (helps you find people most likely and willing to do interviews)
Most of my clients have more affinity with which products or services? (ask to better understand what is most interesting to your persona)
With these basic questions, you get a better overview of your business and can easily choose who and where to interview .
For B2B companies, look for the type of company that uses their services or products and who in the company is responsible for making these purchases.
It is not enough to know the company to which you sell. Those who make the decisions to hire their services should be the focus for defining the persona.
Interviews to create the persona
Now, let’s get to practice, which would be to ask clients themselves about their characteristics, to make a kind of persona token .
To model your character as closely as possible, you must ask the right questions and plan the entire interview script.
So you can organize answers well and increase productivity without asking unnecessary or irrelevant questions.
We then list some questions that help with this. Check it out below!
- What is your age, marital status and nationality?
- Do you have kids?
- Who do you live with?
- What is your current academic background and future pretense?
- What is your area of expertise?
- How is your work routine?
- How do you do your job? What platforms and tools do you use?
- What is your dream life?
- What is your biggest professional goal?
- What are your daily activities?
- What difficulties do you encounter at work?
- In your daily life, what are the difficulties usually encountered?
- Do you buy more online or offline?
- What digital media do you use most?
These questions serve as a foundation to help you build your script. They vary widely by business type, so tailor your questions to your market reality.
To ask questions, you can use your own digital channels, such as private messaging on social networks .
After asking these questions, you can identify which answers respondents had in common to structure their persona.
Analyze the acquired data
In this step, you gather all the information you have acquired and identify what characteristics they have in common .
From this analysis, you can determine how many personas your business will need and what their most relevant characteristics will be.
You can gather the information that is most relevant to your business and then structure a complete persona form.
Remember that each persona requires a complete strategy and therefore more resources and investments are required.
Trying to serve multiple personas with a single content strategy can confuse your customers and yourself by interfering with your strategy.
Therefore, make more than one persona only if necessary for your business. You should draw this conclusion after reviewing interview responses.
Let’s now go to the structure itself!
Structure the persona card
After analyzing and highlighting the commonalities, it is time to structure your persona form on paper or on online platforms such as Word itself.
Data should be well organized and describe some factors.
Demographics: Age, marital status, fictitious name to humanize the persona and help answer strategic questions, family and nationality.
Behavioral: what is your persona’s behavior towards the market and personally, such as frequency of purchase, product preference, routine, free time, among other aspects.
Psychographic: lifestyle, general tastes, among other factors.
Once you have made the record of your persona, you should refer to it throughout the Digital Marketing process, from planning to promotion, so that your resources and tactics fit the persona’s needs.
Always direct your company’s marketing process to the persona, and be sure to update it when you feel the need or you’re not getting results.
We can conclude that persona, or buyer persona, is a concept that brings promising results to those who use it and makes marketing plans more cohesive and assertive, increasing the performance of your company as a whole.
Now that you know more about this concept and how to apply it, look for the best way to put your knowledge into practice to increase your business performance.