You probably have a good idea of who your ideal customer is. But do you know for sure?
Do you know where they get their information from? What about where they spend their time online or what social platform they frequent? Do you know what they care about? Are you and your team spending your time on the most valuable leads?
Just imagine the impact that information would have on your business if you knew exactly where to find your ideal customers, what they wanted, and how best to talk to them! You can take the guesswork out of lead generation and customer acquisition with personas.
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A persona is a fictional representation of your customer base. It’s not one person, but a representation of a target group, or portion of your customers. Think of personas as insight into who your customers are.
Fight the urge to think you can just base them on your assumptions also. Each persona should be created from a minimum of 3-5 interviews with existing customers. Get the information directly from the source—what their goals are, what they need, and how best you can help them. Understanding your current clients better will help you find more people like them who need your product or service.
Without these interviews, you’ll continue to work off of biases and assumptions about your audience that aren’t true.
Not only do they help paint a clear picture of who your prospective clients are, but they also help make everything you do more user-centric, from the products and services you provide, to your marketing content and campaigns. Personas ensure your content is optimized for your customer base.
Personas help you target the right people the right way, in the right places.
Once you have a better understanding of where your customers are and who you want to target, you can spend more time creating the content that will resonate best with them and the problems they are facing.
You want to attract people who you can help and are genuinely in need of what you provide. By using personas, you can ensure your efforts are spent on the leads that are most likely to become your best customers.
Personas also help make sure everyone is on the same page internally. With personas, your entire team will know exactly who your ideal customers are and how they should communicate with them.
Sales will know how to frame their conversations, marketing will know how to create campaigns to resonate with leads, and content creators should have personas front and center to make sure what they’re creating is dialed in for the desired audience.
The key to any successful campaign starts with understanding your audience. And the best way to understand your audience is through personas!
Stop guessing, quit assuming, and get started on your personas today!
Creating personas doesn’t have to take months of time and a team to execute. You can create simple personas for your top 1-2 audience groups using this simple formula. Remember to always prioritize action over perfection. Getting audience insights your team can meaningfully use tomorrow is better than a 6 month process that results in perfection.
Bonus Step: If you can’t easily identify 2-3 persona groups, consider putting a survey up on your website that identifies who visits, what they’re looking at, and what they care about. This can help you gather some quantitative data to complement your in-depth interviews. Remember though, don’t skip the interviews!
Download our free persona worksheet to get started on your new customer personas today!