Ins and Outs of Persona Profile Development
Persona Profile Development Tips and Examples
Online marketers are in a more disadvantageous position than car salesmen. Why? A car salesman knows who they’re selling to.
From the looks of the person and their behavior, they can understand who they are. A car salesman understands what the person in front of them needs and touch their pain points to complete a sale.
We, online salesmen, work with a constant stream of anonymous people. If we don’t know who they are and what goals they have, the marketing strategy is done blindly.
Here’s how to create a persona profile to help your team understand who they are dealing with.
What a Persona Profile Should Contain
A persona profile or a marketing persona is an amalgamation of a type of customer you have. Not all people coming to your website will fit the description, but most will fall into several broad categories. Here’s what the profiles of these personas should contain.
Go with the average name. There is no point in actually trying to find out the names of the people who buy from you.
Write down a random name of the gender you’re focusing on or pick one of the interviewees’ names. Having your persona profiles named differently makes it easier for you to handle them and enables you to understand what type of marketing strategy you should be discussing with your team.
Include job information and average income in the profile. The actual job title is not as important as the role this person plays.
If you’re a B2B company, you should understand who you are dealing with - an owner or a manager. For B2B companies, match the persona’s income to their company’s budget.
For a B2C company, you need to know how high your persona’s status is on the corporate ladder. You should also find out what their household income is. For instance, a persona called Jane can only earn $40,000 a year but have a family budget of $100,000.
Age, gender, and marital status can be paramount to understanding the goals of the persona. A single 20-year-old man can have interests that differ vastly from those of a 40-year-old married woman.
Both of them spend their time and money differently. Define this information and you can apply the wider age and gender statistics to your strategy.
The level of education and expertise will help you create more suitable content.
Understanding the persona’s goals can make it or break it for your marketing strategy. It’s also the hardest part to figure out.
Self-reported data is biased, so simply asking “what are your goals?” won’t do the trick.
Make the goals relevant to your product and infer them rather than ask questions directly. Don’t inquire what their goals are. Instead, ask how a product benefits their life or what hardships they may encounter without it.
Customer habits, both offline and online, can tell a lot about a potential target audience. For instance, if a persona spends twice as much time on Instagram as they do on Facebook, you can dedicate more budget to the former.
Your Company’s Value
Once you’re done creating a persona, think of how your company can relate to them. Think about the benefits you can provide them with, as well as the marketing message that will attract this persona.
How to Get Information for Persona Profile
A persona profile requires a lot of information. Let’s have a look at some proven and tested ways of getting it.
Website and Social Media Statistics
The statistics you already have on your website and social media page contain enough data to help you figure out the habits, demographics, and goals of a persona.
Check Google Analytics and Facebook statistics to see what gender and age your customers have on average.
Google Analytics can provide information on intent as well. Look up the keywords to use for your website. While most commercial keywords are not very informative, the informational ones can tell you a lot about what problems users have.
The data on likes and shares can show what people’s preferences are. Analysis of Facebook subscribers’ profiles can provide you with insights into their habits. You can even go so far as determine their political stance, but that may require a lot of work.
Social media research also gives you access to the common problems people are having with your or similar products.
The odds are you’re already conducting customer satisfaction surveys. Add more questions to them to flesh out a persona or run a new survey solely dedicated to this.
Keep in mind that if the response rate on some questions differs, you may need to fiddle with the data to make it more relevant.
Conduct personal interviews with existing customers to discover their goals and motivation. It’s also a great way of proving your statistical data is not skewed.
Not all information can be obtained from statistics and interviews. Some parts of a persona profile can only be inferred.
Gather your team to brainstorm personas. Group different demographics into one persona, infer their goals and come up with a marketing message that would match their profile.
How to Gather Data Efficiently
You can’t create a persona profile if your data is skewed. Here’s how to ensure it’s not.
Use Accurate Statistics
It may sound trivial, but marketers are not professional statisticians. Double check you’re doing the statistical part of things correctly to avoid having to fix mistakes later.
Make it Effortless
People don’t want to waste their time helping you. Therefore, you should make sure that you get answers as fast as possible so you could get more responses.
If you are sending out surveys, specify the amount of time it takes to complete one.
If you want more people to complete a survey or come to an interview, you should provide them with an incentive to do so.
Offer a discount, a coupon, or a gift to those who are willing to help you.
Persona Profile Examples
Persona profiles can be better understood with examples. Here are two types of people who get custom coursework help online.
Sarah is a student in a state college. She’s between 18 and 25, single, doesn’t have a scholarship, and works part-time as a waitress to support herself. She doesn’t earn more than $30,000 a year.
Her main goal is to finish studies having straight A’s and learn along the way. Usually, she doesn’t buy essays, but she may need assistance when a deadline is near and she has to work.
The solution a company provides for her is extra fast coursework writing.
Ali is a student from abroad who studies in a top-tier college. He’s single, between 18 and 25, have no scholarship, and doesn’t work. He gets an allowance from his parents that can be as much as $50,000 a year.
Ali’s goal is to continue his studies and have fun. This is why he doesn’t mind buying courseworks from time to time to have more free time on his hands.
The solution a company provides for Ali is bulk discounts.
The Bottom Line
Creating a persona profile can be difficult but it pays off. Make sure you use the right methods and track how well your ideas about the persona correspond to reality.
This ensures your marketing efforts are not spent in vain