It’s simple – if you know your audiences better then you’ll be able to engage with them more effectively and boost brand loyalty to make more sales.
Knowing your audience is the first step and you can do this by creating detailed audience personas that give you more detailed snapshot of the people you want to sell to.
So, put your research hat on and start delving deeper into the types of customers that interact with your brand and what makes them tick.
It’s up to you with regards to how detailed you want to get and how creative you get with your variables, but putting in the effort will give you good rewards.
Research, research, research
This is where you utilise the data that you collect about your customers and their interactions. Generating basic demographic info about your audience is a great start – age, location, gender, education, profession. The more accurate your data is, the better your personas will be.
You can get basic demographic data from channels like Facebook, Twitter and LinkedIn, but more complex data can be captured with better software, bigger budget, more traffic or a large email list that allows you to carry out surveys, focus groups and interviews for more detail.
When you’ve gathered your data, look for trends. Perhaps you have lots of women over 50 engaging with your brand or men from a certain location. Look and note down the patterns that you’re finding in your data and start to ask questions.
Now, take all of your data points into account and start to turn the trends you’re finding into personas. Look to create anywhere from 2 – 5 personas, depending on the trends you’re finding and your product. Organise primary, secondary and tertiary profiles depending on the similarities and differences in characteristics and find common traits.
Create a Persona
Start to take the commonalities you’re finding in the data and turn them into people. Give your personas names and flesh them out – give them the jobs, status, location, gender, age that you think they’re likely to have from the data you’ve generated.
Build your basic personas with easy to identify information that you’ll be able to take into a marketing meeting etc and explain.
Match Personas to your Products
Think about the motivations behind your personas. What are they looking for in life and how can your products or services help them to achieve their preferred personal or professional life? Try to match their goals up to what you’re offering.
What are their pain points too? What is it that’s holding them back and how can your products/services address this?
Good audience personas don’t just stop there though, the more detailed they are, the better. You can ask any number of things to your audience – in fact, details like an individual’s favourite tv comedy can tell us just as much about them, or more, than their profession. Take a look at this interesting YouGov data about fans of Mrs Brown’s Boys.
Customers are so different, real and human, so treat them in this way when you create personas and delve deeper. Don’t just create a boring list of traits. The more in-depth and personal your personas are then the more potential you’ll have for a good relationship.
If you need any advice or help with audience personas and what to do with them then get in touch with us at DOWO today.