Marketing

Building Your User Persona

Do you know who your customers are? This might seem like a silly question, but it’s an important one that you should be able to answer in-depth. If you can’t answer this beyond a vague “people who like our product”, it’s time to add user personas to your customer acquisition toolset!

User personas are fictional, generalised representations of your business’s customers. They go beyond just a nebulous idea of who might be interested in your product/service and instead delve deep into pain points, common objections, and other important details. User personas are essential to all things related to customer acquisition and retention, from product development to content creation to sales follow-up.

Personas allow you to personalise and target your marketing for different segments of your audience, taking into consideration preferred communication channels, specific pains, and more - the end result is a stronger connection with your customers and a more effective customer acquisition strategy. When combined with lifecycle stages, personas allow you to create highly personalised content that your audience can appreciate.

A common mistake when building user personas is basing them on people you know in real life, or an idealised version of what you wish your customers looked like. No. Your user personas should be rooted in research and based on reality. This means sending out surveys, conducting interviews with existing customers and/or speaking to your sales team who know them best - the more information you gather, the easier it will be to find patterns to help you find out who your customers are.

After you've done your research, your user persona should look something like this:

 

 

If you don’t know where to start, we’ve created a template to help you build your user personas step by step - download it here!

Like this? You may also like

  1. Take back control of your content for 2020

    / Marketing

    Take back control of your content for 2020

    With Google now updating its algorithm nine times a day on average, it can be a struggle to accurately judge how solid your content marketing strategy is in 2020 - what might place on you on the first page today could get you ranked into oblivion the next. We’ve rounded up five content trends for the upcoming year that can provide a strong foundation for your strategy and protect your content from unexpected algorithm changes.