How to Make a Target Persona
Are you unsure of who your audience is? Read on to find out the importance of knowing your audience and how to create a target persona.
You can create the best service in the world, write content that glows, and have an amazing team running your business. However, none of these things will matter if you don’t know who your target audience is. Truthfully, it’s impossible to target everyone. So, what can you do? With our help you can create a target persona! This persona will embody every aspect of your ideal consumer and you can use it to create more tailored pieces of content, like sending out a tweet or writing a blog article. Defining your target audience can give your sales and marketing more direction as you’ll know who your audience is and how you can cater to their wants and needs.
So, how do you create a target persona? Read on to find out.
What do you need to include in your target persona?
Defining your target audience can help you identify industry pain points, pitch your business to investors, and provide you with a clear sense of direction. A target persona acts as a profile of someone who represents a key member of your target audience.
To start creating your target persona, you first need to conduct thorough research into your customer base. You can do this through looking at current and past clients, conducting focus groups, and implementing user feedback. During the research process, think about who they are, what they’re looking for, and how you can help them.
Who are they?
This is one of the most important questions you need to think about when considering your target audience. We suggest you do this exercise with your team. You’ll find each of you can contribute to the task differently, as you’ll have a varied outlook on company values and collectively will make your target persona stronger.
Factors to consider when creating your target persona:
- Age, are they between the ages 18 and 25? Or older?
- What industry do they work in? Fintech? Or perhaps car manufacturing?
- What stage of their career are they in?
- Where are they geographically based?
We suggest giving your target persona a name, not only does it make it more realistic and easier to refer to, but this will also help identify your target persona if you choose to make more than one as your business grows. The key is to include as much detail as you can. The more you research, the more you can tailor your content and provide better service to your consumers.
What’s their problem?
This is an important question to consider: what do they need help with? Is there a new website launch and they’re looking for last-minute PR? Your persona needs a realistic problem that you can solve with your services.
- Do they lack connections?
- Are they looking for specialist skills?
- Are they strapped for time and looking for some last-minute help?
They can have more than one pain point, so it’s important to really flesh out your persona. What are they looking for, do they need help marketing their business or looking to extend their marketing efforts to social media?
Most importantly, how can you help them?
By identifying the target persona’s problem you can position yourself to resolve it. If your target persona is a young adult, do they prefer being addressed in a more chilled tone? Or, are you working with high-end businessmen who are extremely formal? There could be language barriers due to where your target persona is based. These are all important factors to consider to make your services more bespoke.
You need to: create solutions to problems, provide a step-by-step plan on why you’re the right person for the job, and make sure you’re attracting the right kind of client to your business.
An example of a target persona:
Name: Craig Castle
Industry: Car innovation/sales
Career position: Marketing manager
Geographically based: UK
Key problem: He wants to attract more customers online and from outside of the UK
- Create a content strategy, built upon informed research, and plan for the year ahead.
- Add strategic content to the sales funnel and build up the funnel to meet marketing goals.
- Improve SEO, brand comms, and ads copy.
How to use your target persona once you’ve created it
Great, you have your target persona! Time to put it to use!
You can use your persona to develop your communication and content strategy. Create content with your target persona at the forefront of your mind. Once you’ve done this, you need to test your content against the persona and see how it resonates. It’s good practice to test all of your previous content against it, too. This way you can identify opportunities to optimise all of your content so it’s not out of date and appeals to your audience.
The more your content resonates with your target persona, the closer you are to successful engagement. Once you’ve identified your target persona, and got the knack for writing content geared towards your audience, you can align your website accordingly
As you share both your content and updated website, you can see how potential customers interact with your content. It’s important to remember that your target persona should always evolve as you build your knowledge and understanding.
Important note: listen to what your consumers want! Don’t be afraid to ask them for feedback or suggestions for improvement.
You’ve got your target persona, now what?
You now have your target persona, congratulations! You’re one step closer to reaching your target audience. Using your persona as the driving force behind all activity, it’s now time to collectively tailor your contents, ads, and social media posts towards them.