Before you jump into the tactical and practical details of your social media plan, it’s critical that you take the time to understand your audience. Who are they? What do they care about? This section will walk you through how to answer these questions and define your audience.
Build Your Ideal Persona
In this stage, we will e creating your business’s ideal persona, but what does exactly persona mean? how will we create them? are you wondering about these questions? If yes no need to worry I’m going to explain every single question that is going to arise in your mind. Well, It’s not that much-tough task as you think it is, so let’s dip into the ocean. To make things easy let’s first understand the meaning of personas.
What are the Audience Personas?
Personas are fictional profiles that represent groups of similar people in a target audience. They can help you figure out how to reach people on a more personal level while delivering the right messages, offers, and products at the right time. You will need to create an audience person so you can understand the type of audiences you are going to target for the campaign, it includes the age and behavior of a person, what is the aim of your target audience what they want to achieve in your life. Some peoples define audience person as target buyers or buyers persona. Creating an audience person helps you in knowing your audience’s interest and behaviors, this will also help you in developing your marketing strategy.
So basically you are going to create a frictional person with his/her name, demographics, interests, goals, and behaviors and you are also going to give a name to this fictional character.
Why Create Personas?
Developing buyer personas requires some initial investment, but it pays off throughout the customer lifecycle—for targeting not only your social media marketing campaigns but also across all your marketing efforts.
- They determine which kind of content you need: If you break your existing content down by persona, you can easily see which personas have enough content and which need more.
- They set the tone, style, and delivery strategies for your content: Some buyers respond best to a light, conversational voice, while others trust a more formal tone. In creating your personas, you’ll find out the best tone and style for your audience.
- They help you target the topics you should be writing about: Why speculate about the topics your buyers care about when you could just ask? Personas will help you generate a list of relevant topics.
- They tell you where buyers get their information and how they want to consume it: Does your audience like to sink their teeth into 100-page guides, or do they prefer short, snappy graphics? Do they spend their time reading third-party reports, or do they comb through Twitter? This information will inform the way you create and distribute your content.
Now you know what are the benefits of creating a buyers persona, It’s time to create one and start practicing it. I’m going to show you exactly the same mindmap I did for creating an audience persona, I will walk you through a step by step guide for creating an audience persona.
Step By Step Guide of Creating Audience Persona
Gather your information as you work through these steps. We’ve created a free buyer persona template you can use to put it all together when you get to step five.
Step 1- Audience Research
Do you know the first step is the most interesting one and the most difficult one too, In this step you are going to research the audience you want to target for the campaign at the end of this chapter I will be listing some of the best examples of best audience personas created for some marketing campaign to inspire you
Compile data on your existing customers and social audience
Consider details like:
- spending power and patterns
- Stage of life
For B2B, also consider the size of the business and who makes purchasing decisions.
You can gather this information from google analytics and social media analytics, you can also take the help of your competitors to target audience know who are much interested in your competitor’s products and services, Well, It’s much interesting task to find out who is the target audience and create an ideal persona for your business marketing strategy.
Step 2- Identify Customers Pain Points
Do you know if you don’t know about customers pain points then making your customers purchase become more difficults and onward if you know what are your audince are looking for and what pains are they facing related to your kind of products and services, then it become more easy to make someone purchase your products and services with helping them in solving their pain points.
What problems or hassles are your potential customers trying to solve? What’s holding them back from success? What barriers do they face in reaching their goals?
Okay now you know that you have to find out your target audience pain points, but how will you know them? the same question you will be asking, I know. Here are some of the things that can help.
- Research on Web.
- Read Quora and check the questions related to your industry.
- Take your target audience Interviews.
- Take Surveys.
These techniques will help you in finding the pain points of your target audience person.
Step3- Know your Customer’s Goals
Now you know what are their pain points, here is the time to find out what are their goals, what they want to achieve in life? Goals are positive things that inspire them and that they want to achieve in life, there may be a lot of goals but you need to find something relevant to your information.
These goals might be directly related to the solutions you can provide, but they don’t have to be. This is more about getting to know your customers than it is trying to match customers exactly to the features or benefits of your product.
Step4- Understand How Can You Help Them
Till now you understand your audience’s pain points and goals it’s time to find how can you help them with their pain points and goals. You know what are their wants and what are they suffering, Remember sometimes some small research and data of information related to your ideal audience can make you understand your audience in a better way.
Ask yourself three key questions for each of the pain points and goals you’ve collected:
- How can we help? Capture that in one clear sentence and add it to your persona template.
- What are your audience’s main purchasing barriers? And how can you help overcome them?
- Where are your followers at in their buying journey? Are they researching or ready to buy? Looking for reviews?
Step5- Time to Create the Persona
You know about your audience very well, now it’s time to gather all the information at one place with writing it we have a format to gather all the information in one place have a look and collect the information here.
you can take an example from this Image and it will help you in knowing how can you create a buyer’s persona.
Some of the information that your buyer persona template should include:
- Name, age, location, interests and other personal, background information.
- Business background information, including job title, whether or not they are a decision-maker or the type of influence they might have on decision-makers.
- Target audience segment that each persona fits into. Be as specific as possible – for instance, if the brand has defined its individual market segmentations, this is good information to include here as well.
- Day-in-the-life, with a first-person description from the persona themselves. This is important, as readers should begin to glean a full understanding of the persona from this perspective.
- Specific objectives. It’s important to be as focused and targeted here as possible. In other words, don’t just say, “Grow profits.” Say “Remove the inefficiencies that prevent a speedy time-to-market.”
- Main problems. Again, it’s important to be specific. Drill down – what frustrates this buyer persona? What stands in the way of his or her goals?
- Orientation toward the job. This part of the customer persona can be incredibly telling. For instance, a young person who’s new to the job will require more work for awareness and education. A persona who’s been in her career for 15 years and is a confident mentor and leader, on the other hand, will require more of an authoritative tone that doesn’t talk down to her.
- Open-ended questions, including those that the persona will ask at different points in the customer journey, and how they relate to his or her personality and position.
- Content preferences. Given what we know about the customer persona, how does he or she like to consume content? This includes preferred channels, the tone, style, and voice that will most resonate, content formats, and more.
- Keywords, including those that align with the persona’s position within the business and the obstacles they’re trying to solve.
Once you have gathered all the information you are ready to develop an ideal audience persona to start working on your campaigns for this persona.
Example of Best Buyers Persona to Help you Create Your Own
This is the best example I could give you to let you understand how a customer or buyer’s person looks like. I know besides reading something like theories someone whats to have a look in the process to understand and an example to get the idea of how it looks like, thus I have solved everything here for you so you can understand how a buyers person looks like. So here is an Example of a coffee shop customer, Do you think there are other options that could be added to the information for creating a better one? If yes! go ahead and share with me in the comment section.
Now I think you have got a great idea of how a customer persona looks like and you can practice it by creating one for your business or blog. Start you own.