what is a persona?
A persona is a character you create based on the knowledge of your current customers and the people you want to target.
where did personas come from?
Personas were created in the mid-90s by a marketing professor who was researching customer segments with similar identities. It was made famous soon after when OgilvyOne, a leading advertising agency focussed on customer engagement adopted the technique. Apple went on to use personas for designing its user interface in 1999 and the rest is history.
how many personas can I have?
Keep your marketing streamlined and start with one persona per product/service.
how do I choose a persona?
We use a simple sales/volume matrix to determine who to create a persona for. Usually they’ll be for your best selling products/services or the customers who are most profitable.
why should I create a persona?
Personas help you understand a little bit more about your current customers, and those you want to target. It’s great for aligning your business vision with your customers needs and wants, and creating a customer-centric way of thinking. If you value your customers experience and the journey they take when experiencing your business, be that in store, on your website or through an advertisement, then it’s worth looking into persona marketing.
One of the biggest benefits of using personas for your marketing is that you can use it at a reference point when creating future marketing material, improving your consistency and tone of voice, key branding disciplines.
Persona marketing is also the first step in the PICE framework which cover the key areas of online marketing.
are personas bullsh*t?
Excuse the French. This is something we’ve heard, and you could even be thinking it, and to be honest I can agree with you to a certain extent. However, if done correctly using marketing segmentation principles, personas become insightful and not a ‘one size’ fits all approach. At bmicro we determine personas into macro and micro, see the example below:
- a micro business owner looking for marketing support
a micro business owner that wants advice on whether or not to create a website or just use social media
a micro business owner that wants to improve his google search rankings and send more people to his website
a micro business owner that wants to train their team on how to use social media to offer better customer service
a micro business owner that want to starts brand building and is considering blogging
Segmenting your personas into macro and micro helps you understand the overarching problem of your target audience, but at the same time group those problems into specific products/service you can offer.
Personas in marketing are a powerful tool. They allow you and your team to create empathy for the people you’re looking to start a relationship with, understanding them as humans and not numbers. Creating personas puts people at the forefront of your business, thinking about them first and foremost.