Recently we were having a conversation with two clients.
We asked them a series of questions:
- What are your business goals?
- What do you struggle with?
- What are your pain points around marketing?
- What roles do you perform at work and at home?
- What could we do to help you become better in your professional life?
- What kind of content do you like to see?
Did we mention these are fictional clients?
Yes, we were having a conversation with our two Marketing Personas: Marketing Megan and Advertising Alec.
A Marketing Persona represents a real-life client.
The purpose of a Marketing Persona is to figure out how to communicate with and attract your target audience to your business.
We’ve found that people don’t have enough data or know enough about their business’ demographic to create their own personas.
Luckily, we’re here to help.
There are several kinds of business personas and they range in diversity and depth.
Depending on the type of business you do, you can have a more detailed or a less detailed persona. Because we have two personas, we will give you examples of both a detailed and a less detailed version.
Meghan is 39 years old. She lives in or around Detroit and speaks English (according to our Facebook page, these are our most prominent “fans”).
Here’s where we get to take some of the details of existing clients and extrapolate them into a person or persona.
Meghan went to a public state college and has a bachelor’s degree. She owns a small firm; the firm she works for prides itself on its connection with clients. Most of her business is referral based but she wants to expand that. However, she is so busy working in her business that she doesn’t have time to work on herself.
We can help her by creating a marketing plan including a content calendar of material for her to post and by scheduling her posts through a site like Hootsuite or Buffer. We can also help with online advertising, email marketing, and even direct mail and PowerPoint templates.
Meghan is married with one child and another on the way. She struggles a bit to manage her successful business with her growing family.
Her typical day consists of working and picking up dinner for her family while her husband takes care of the house and their child.
For Alec, we could help by creating a report the restaurant industry in Metro Detroit. This report will measure how the restaurants he advertises compares to other local restaurants.
Creating Your Own Personas
When creating your own personas, there is a wide range of questions you need to understand about your customers or clients.
Here are some basics:
What is your personal background including age, education level, and family?
Okay. Okay. We know. This is not something you can just ask people who come in, but you can look at your Facebook demographics and have conversations with those you have built relationships with. The information will reveal itself.
What is your typical day like?
Again, a conversation with prospects can help reveal some of this information. However, you can also make educated guesses based on your day and the days of people you know who fall into the demographic.
What networking groups or associations do you belong to?
You always want to be where your target audience is and this information helps figure out where your audience is.
What are your goals at work? What challenges do you face at work?
This information will help you refine your message.
What is your company like and what is your role in the company?
Knowing more about the environment around your client’s business will help you to create content catered to what is going on in their industry. Additionally, knowing their role at work can help you figure out what type of help they might need.
What type of social media sites and content do you interact the most with?
Similar to networking groups and associations, knowing what social media sites your audience is on will help you create better content and make sure that your potential clients will see your material.
What kind of help are you looking for and how do you think we can help you?
This type of information will be different for each prospect and client. Everyone has his or her own unique strengths, weaknesses, and areas of help. Getting this information will help you to figure out whether you can work with this person and solve some of their issues.
Once you have a better idea of who falls into your target demographic, you will have a better idea of how to connect and attract these prospects.