How to Create a Persona for Your Company and Why

How to Create a Persona for Your Company and Why

If you work in marketing or advertising, you’ve certainly been asked what your company’s target audience is. This is because understanding who buys is essential not only for product development but also for the production of content that will guide the acquisition of new customers.

When producing material for a company’s blog or social networks, we use an interesting resource that facilitates the targeting of themes: the creation of a persona. This is the definition of the typical customer, with all the main characteristics of buyers.

Meeting this challenge of creating and assembling a persona, or multiple personas, can be easier when you can ask the right questions. Then, just use this information productively so that all action and decision-making are directed to that profile.

In this post, we are going to address the concept of persona and show its importance for a business. We are still going to teach you how to create an ideal persona model to correctly guide your company’s actions

What Is a Persona?

Persona is the fictional representation of your ideal customer. It is based on real data about your customers’ behavior and demographic characteristics. It also presents a creation of their personal stories, motivations, goals, challenges, and concerns.

A good definition of persona is precisely through contact with your target audience. So, in a quick analysis, you can identify common characteristics among potential buyers.

If you have a customer base, this will be the perfect source to start your investigations. Even if you have different profiles of people or companies that consumed your product, some of them tend to exemplify your persona.

But it is not necessarily classified by sex, age, or region, but by its consumption habits and personal preferences. These are data that go beyond a numerical search.

An important tip is to focus on both satisfied and dissatisfied customers. In either case, you’re sure to learn something about your product’s perception and what challenges your customers are facing.

What is the Difference Between Persona and Target Audience?

It is common for there to be some confusion with these concepts. So let’s make one thing very clear: persona and target audience are not synonymous.

Generally speaking, the target audience is a broad part of society to whom you sell your products or services. The persona, as mentioned in the topic above, is the representation of your ideal customer, in a more humanized and personalized way.

At first, it may even sound very similar. However, it makes all the difference to think of a marketing strategy aimed at Pedro Paulo and not at an extensive target audience.

Plus, there’s no need to limit yourself to a single persona if you feel you’ve segmented too deeply. It is common for businesses to have more than one defined persona.

It’s just better not to overdo it. If one persona can greatly limit your audience, having too many personas can cause your strategy to lose focus.

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Why Create A Persona?

Creating personas is a fundamental step within a digital marketing strategy for results: we create personas to send the right message to the right people and, thus, have greater chances of success.

Without a defined persona, it is possible that in some cases your strategy gets lost and you end up speaking French for those who only understand Spanish Or promoting cuts of meat for vegetarians. Or offering a product intended for class A for class C. The examples are many!

Therefore, we list some reasons that prove the importance of creating personas for your business:

  • Determine the type of content you need to achieve your goals;
  • Set the tone and style of your content;
  • Help design your marketing strategies by presenting the audience that should be targeted;
  • Define the topics you should write about;
  • Understand where prospects look for your information and how they want to consume it.

Questions That Help Define a Persona

Once you understand what a persona is, what its advantages are for your business, and gather some preliminary information, you will need to guide yourself by the profile of your typical customer.

That is, this process should be guided by the majority of your customer base to answer some questions that will help define the behavioral profile of your persona:

  • Who is your potential customer? (physical and psychological characteristics of the person responsible for the purchase)
  • What kind of subject is he interested in within your industry?
  • What are the most common activities he performs (both personally and professionally)?
  • What is your education level? What are your challenges and obstacles?
  • What kind of information does it consume and in which vehicles?
  • What are your goals, your difficulties, and your challenges?
  • In the case of B2B products, what type of company buys your solution? And what is the buyer’s position?
  • Who influences your decisions?

Creating and assembling a persona, or several personas, can at first, be a difficult and ineffective task. But knowing the right questions, this step is simpler than you might think. Then, just productively use this information so that all action and decision-making are directed to that profile.

How to Create a Persona?

The next step is to detail the customer profile from the responses obtained. With this, you will be able to unify the information and develop the character in a document to be made available to everyone in the company who can benefit from the study you have done.

Some characteristics that we use to define the personas are:

  • Age;
  • Office;
  • habits;
  • Frustrations;
  • Challenges;
  • beliefs;
  • hobbies;
  • Lifestyle;
  • Shopping habits;
  • Which media do you prefer;
  • Who influences them;
  • What technologies does it use;
  • Where to look for information;
  • Decision criteria at the time of purchase;
  • Moment of the purchase journey in which you are.

We create names for the personas because it facilitates internal debates, targeting the persona. For example: “but do you believe that Joana would be interested in that?”

Another possibility, a little further in the process, is to use some graphic model to represent the persona.

The Author

Oladotun Olayemi

Dotun is a content enthusiast who specializes in first-in-class content, including finance, travel, crypto, blockchain, market, and business to educate and inform readers.