A marketing persona helps you turn the rough sketch you have of your customer into a vivid, life-like portrait.
We all know that a well-constructed landing page leads to better conversion rates. However, landing pages aren’t one size fits all! A CTA or special offer can snag one customer, but be completely lost on another. To lead a customer through the sales funnel effectively, you must learn their goals, concerns, and habits by creating marketing personas. A marketing persona helps you turn the rough sketch you have of your customer into a vivid, life-like portrait.
A persona includes details based on data, customer interviews, and competitive analysis. These details are then used to guide every aspect of your inbound marketing, at every level of the sales funnel: from ads, to landing pages, to web content and drip email campaigns.
A good persona outlines demographic details such as age, gender, income, and location, as well as professional ones, like job title/responsibilities, career goals, and pain points. Depending on the product or service you’re selling, you can also explore a persona’s more personal details such as relationship status, personal goals, or consumption habits.
Since social media and online metrics offer endless data mining opportunities, creating a persona can seem daunting. But the more complex your personas, the better you’ll know your potential customers and the more effective you’ll be in both marketing and sales. By creating personas, you position your brand to better for solve your customer’s problems and/or meet their goals.
For example, if that fake chair company I mentioned in my Ad Group Management post, looked through its Google Analytics demographics & interests reports, the company may discover that its typical customer is a middle aged, high-income homeowner who rarely shops online. If the chair company decided to send out a questionnaire to its mailing list, it may also reveal that a typical customer also owns a summer home and enjoys vacationing on Lake Ontario.
With these details, our chair company can now create a vivid portrait of an ideal customer – let’s call her Linda. The chair company might assume she’s looking for a super sturdy Muskoka chair. With the details of her persona, the company is able to create relevant ads that reach Linda as she’s searching for Muskoka chairs. The persona will also help the company optimize any landing pages associated with Muskoka chair ads, so that Linda – as a middle-aged person with little online shopping experience – will find it easy navigate. After all, she and customers like her would get frustrated by a landing page without good search features, or one that makes me scroll through cheap plastic lawn furniture to find the perfect Muskoka chair.
Below is a great persona template, courtesy of Buffer:
Have you ever created a marketing persona? Tell your story in the comments section!