How To Create A Customer Personas
1 like140 views
The document outlines a framework for creating customer personas to better understand and communicate with target audiences. It emphasizes the importance of collecting and segmenting data to identify distinct customer profiles and crafting personalized marketing messages. Additionally, it highlights common mistakes in persona development and suggests ongoing interaction with market forums to refine understanding of customer needs.
How To Create A Customer Personas
- 2. Create Context Name Where are you from What do you do / working on How did you hear about Eureka
- 3. What’s the problem - Depends on where in business cycle you are -Product / Service isn’t Validated -You have no tribe -You need more customers -Your customers are not loyal / buying -You are misunderstood -You don’t feel relevant
- 4. Why Create The Persona Only if you can think like, feel like, and behave like your audience, will you be able to communicate with them effectively. -MarketingBeforeFunding.com
- 5. 3 Steps 1) Collect Data 2) Segment Data 3) Tell the story Create a positioning statement for each distinct customer sector. Use a consistent format such as "for this target audience, our product provides these important benefits that our competitors cannot match." Use the positioning statement to create compelling messages to motivate the prospect to buy. Incorporate the key elements of the positioning statement in all your marketing communications so that prospects receive consistent messages at each point of contact with your company.
- 6. Layer Your Data Other’s SURVEYING: 1) Offline Data (sometimes find online) 2) Online Data (already gathered or pulled from YOU) YOUR Surveying 3) Verbal Data (Open ended questions from those using a similar product / service) 4) Observed (FACT) Data (people mean what they do, not what they say)
- 7. WHERE TO FIND THE ANSWERS: MARKET FORUMS / GROUPS (tribe understanding) ● Dedicated, Facebook, LinkedIn, Google+ ● Participate & build relationships ● Answer questions (don’t sell) ● What conversations are going on? ● What words are being used? ● What emotions are expressed? ● What opinions are popular? ● What beliefs are common? ● How to they like to be contacted? (dislike?) ● Who are the influencers? ● Forums Chris Mohritz - SlideShare - How To Create Marketing Magic
- 8. KEY: People don’t always KNOW what they want (even if they’re currently engaged) ← Malcolm Gladwell Ted Talk on Choice, Happiness, & Spaghetti Sauce
- 9. 1. Take Time to Group Data 2. THEN - Time To Build Use this HUBSPOT article to get started. THEN: Use this template https://goo.gl/3vK54z (Or Find another template): “Customer Persona Google Doc”) Build it like a “Facebook Profile” Remember to build personas on 1. The person who has the problem you’re solving 2. The person who makes a purchasing decision
- 11. Answer these: 1. Name and title. (make it as personal as possible) 2. Basics. demographics and psychographics — age, gender, location, family life, Financial situation, likes and dislikes, location on the adoption curve, spending habits (especially related to your industry). 3. Professional and personal background. Consider information such as job history, role, leisure activities, where are they philanthropic, what are their beliefs, religious practices, ec. 4. Quote / Attitude Do they already have reservations about your industry, your product, etc. 5. Technical Background What products are they using daily? Weekly? Monthly? How willing are they to try something new (adoption curve) How comfortable / resistant to change 6. Favorite Websites 7. Life goals. Understand what these people want out of life to know HOW to reach them, & if you can serve them 1 time, for a year, for a lifetime, etc. 8. Want / Need Statements --They TELL you want they want (Verbal) --They SHOW you what they need (Actionary - Data)
- 12. Persona in the Lifecycle of purchasing Read more thorough questions here.
- 13. Persona in the Lifecycle of purchasing Read more thorough questions here.
- 14. Common Mistakes -Making it perfect -Basing it on ONE real customer -Only using ONE profile -Getting hyper-focused on unimportant details Dive In: http://contentmarketinginstitute.com/2012/08/4-common-persona-mistakes-to-avoid/
- 15. Actions: To do: ● Collect Data ● Segment (have multiple profiles for different type of people), ● Build Profile Continue to gain understanding & Build Your Tribe
- 16. CONNECT WITH ME