Do you know who your audience is, how your customers buy and what they want?
You may well have a vague idea about these points we mentioned, but nothing will be more effective in answering them broadly than a Persona.
As a fictional character who represents your ideal client, it helps you understand and offer what the consumer needs in the way that is most attractive to him.
Since this is a more specific complement to the Segmentation content that we’ve already talked about here, let’s now find one ideal representative for your audience!
What is the persona?
Called by some as a buyer persona, she will bring info specific information such as age, location, preferences, desires and many others. That way, you’ll know what to deliver, how and when, to your customers.
Thus, the character will work as a funnel for your large audience so that it is simpler and easier to deal with your particularities. That is, think of her as a real customer who is 100 hours a day willing to answer your questions.
In practice, we use the persona as a driver of our actions, so that everything that is done within a company should always be in line with it .
It is noteworthy that a brand does not need to have only one “character”, after all, it is very difficult to unite a whole range of buyers in a single fictitious representative. Therefore, it is suggested that a company has between 2 and 5 different personas according to its needs.
Another point that we cannot fail to comment is the proto personas. We do not always have at our fingertips various information about the public, especially when we are a newcomer to the market and do not even have consumers yet.
When this happens, we use general data obtained from platforms such as Facebook Audience Insights to develop our character. Thus, because it is built with generic data, it is named proto persona.
How to build a persona?
Before starting the step-by-step construction of a persona, I need to make it clear that it is not a static tool. In other words, it needs to be constantly redone and revisited.
Just as a real person ages and changes his mind, so does the persona. So always remember to check if yours is up to date.
Know your audience
The first step to build your character is knowing who your audience is. So, try to understand who is part of your market niche and which segment of it you will serve.
In this way, you are able to gather as much information as possible from a group of people who make sense for your company.
Build a persona template
With your audience established, we need to start developing the persona ! It will bring information such as:
- City where you live
Purchase and consumption habits
- Media that you access frequently
Life goals (professional and personal)
The main problems (pain) in your day by day
Brands you admire
Objections regarding your company/product
For each of these points, you must find commonalities within your market segment and fill in your persona template.