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Recognising these types of customers early on can allow marketers to hone their communication and marketing messages accordingly, and instead target the most worthwhile. Not to be all ‘Mean Girls’ about it, that is, but by identifying who is not a good fit – companies can avoid wasted resources and misspent budget.Ĭharacteristics of a negative persona could involve someone who is overly negative or unrealistic in their expectations, someone who typically abandons purchases, or who has a high acquisition cost. This means identifying the kind of person that brands don’t want as a customer. Once the ideal customer persona has been established, it can also be worthwhile to build a negative one. In other words, it can reveal less tangible insights, such as obstacles throughout the customer journey and opportunities for communication. Would the customer use the same terminology? Perhaps not.Įmpathy mapping is a great way to maintain the customer perspective, helping brands to visualise what the person is hearing, seeing, thinking and feeling. There is always the danger of slipping back into marketing jargon. While generating information about the customer might be fairly straightforward, it is far more difficult for brands to step into the shoes of the customer, as well as sustain this perspective long-term. You don’t need a single customer view, you need a practical customer view Building empathy between marketers and personas By comparing this to specific user data, such as gender, relationship status and so on, brands are able to flesh out personas even more.įinally, alongside data-driven tools, customer personas can also be largely influenced by surveys, feedback, and one-to-one interviews. Social media is another important tool for establishing personas, with most platforms already having in-built analytics that can offer key data sets.įacebook Insights, for example, allows brands to tap into how users are responding to ads, as well as what kind of content is generating the most engagement.
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For example, if a retailer discovers that a popular search term is its brand-name alongside the word ‘discount’ or ‘offer’, it could be the case that customers value price over other factors like entertaining content or fast delivery – informing the ‘motivations’ part of a persona. Keyword research is one effective tool for generating data, allowing brands to discover exactly what customers are searching for in relation to their product or website.
#Persona meaning how to
The below image is an example of how to lay out key elements of the customer persona, integrating information such as similar brands of interest, frustrations and motivations.īut where exactly does this information come from? This helps to build a much more detailed picture of the (hypothetical) customer, including far more emotive information such as personal motivations, what they value in a brand, what kind of communication they prefer, etc.īrands are then able to take this insight and use it to deliver a much more relevant and less one-dimensional experience. In order to create a representative sample of an audience, personas are based on the analysis and research of real customers. A customer persona, on the other hand, allows brands to better understand these homogenous groups, and to recognise key traits within them. This might tell us where a particular group lives, their age range, and maybe even some of their typical buying behaviour. Let’s start with the difference between customer segments and personas.įirst, segmentation allows a brand to understand different sets or groups of customers.
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