The main challenge for any marketer is to speak to their audience effectively. At Easy2Access, we believe that If you don’t know who your audience is, how can you create compelling and relatable marketing content?
The Benefits of a Well-Defined Target Audience
Creating user personas for digital marketing channels is an essential first step in crafting the right marketing and branding messaging for all kinds of purposes. Whether you’re looking to brand a company from scratch, advertise on digital platforms, create a social media strategy, or anything in between, developing brand personas is the key to building understanding and empathy with your target audience. Keep reading the blog as we reveal how and why to go about it.
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What is a User Persona?
A user persona is a semi-imagined representation based on an actual user from your target audience, whether they’re currently your target or your ideal target. User personas help portray an accurate picture and make it easier to market your brand or product.
How do I Create a User Persona?
The first step is to do a little bit of research. User personas are invented, but they aren’t made up without some reasoning behind them. The persona needs to come from some truth; otherwise, they won’t be accurate.
If you have existing users, you can collect user data using a few methods. The first and most useful is by conducting user interviews. After a few, you may notice some patterns that emerge, which can start to make up some data about that target audience persona. Another method is to review feedback from communications like help desk calls, website feedback, surveys, focus groups, and purchase records. If you want to create a survey, it might be helpful to offer an incentive like a gift card or a chance to win a prize for participating.
If you don’t have existing users, you can still collect data, but it requires a bit more research. Brainstorm your personas by considering what the purpose and goals of your product and service are and who would use them. Do some competitor research to see who their most active users are and see if there’s any overlap between theirs and the personas you’ve brainstormed. You can also leverage any stakeholders to see if they have ideas of who the customer base will be.
Why are User Personas Beneficial?
Creating user personas for digital marketing channels is an extremely helpful way to grow a business in terms of recognising who will buy or use your product or service. They can help shed light company-wide of who your core user base is and what their behaviours and needs are, provide an outside perspective on your users (rather than constantly comparing employee family and friends as users), and help make clear and educated decisions. Regardless of the channel, whether it’s for social media marketing, email marketing campaigns, or other digital marketing efforts, user personas can help.
Targeted Marketing Elevates Your Brand’s Voice
Designing or providing a successful product or service means that you’re filling a need or solving a problem. If you don’t have a proper handle on what your audience needs are, your product can’t be successful, and may instead be unfocused, irrelevant, or confusing. The user persona process helps put a face to user data, humanises the design focus, and essentially allows you to create a narrative where your product or service can fit in.
Speak to the Targeted Marketing Experts Today!
Once you have an empathetic handle on your audience, you can focus your business and marketing efforts on improving customer service, elevating the brand, and improving your product. Be sure to get in touch with us to discuss how we can capitalise on our cutting-edge techniques to increase your company’s bottom line.