The Persona is a semi-fictional profile based on real customer data that represents a company’s ideal customer. The buyer persona is the basis of the entire Digital Marketing and content production strategy for your business.
Sometimes also known as Avatar, the objective of the Buyer persona is to create a profile that synthesizes the main characteristics of your customers so that the brand can create strategies that are aligned to this audience and capable of meeting their demands. To create the persona, you need to research and if you are new at all this and think you need some advice, then you should definitely contact our professional content management team, which will be happy to help you with this and more!
Basically, the persona must be the result of research, analysis, and construction and to properly create one, you need to follow the five steps below:
1. Collect customer data;
The first step in the construction of the persona is “going to the field”. It is this expression that is used when researchers perform data collection for their studies. And this is the first thing you must do: collect customer data. Good data collection starts with good research planning, which involves defining objectives, target audience, and building the collection instruments like a script of interview questions, for example.
To conduct this research, you can combine different methods and instruments, which provide a complete view of the profile of your clients. There are two types of research you can do: quantitative and qualitative. Quantitative surveys are applied to a larger number of people and allow the measurement of behaviors from across the base, qualitative surveys are less numerous, but obtain more in-depth responses.
Among quantitative surveys, you can perform closed questionnaires or survey data from tools like Google Analytics. Among the qualitative research, it is possible to do interviews, focus groups, among other methods. Interviews and questionnaires are the most used methods. Usually, they are done over the internet, but the face-to-face data collection allows us to perceive nuances of customer behavior.
2. Ask these questions;
Here raise the main questions that must appear in the research to build a persona. A good practice is to divide into five stages of questions:
- Personal / professional
- Content consumption
- Buying habits
- Relationship with the company.
If you want to do an open interview, just use a question script and conduct the conversation more freely. It is important to have a sensitivity to understand which and how many questions your customers would be willing to answer, both in interviews and in questionnaires.
3. Analyze the data collected;
After applying the survey, you will get a lot of data about your customers, now it’s time to tabulate the data, transcribe the interviews, and analyze all that you have collected.
In the analysis, try to identify the patterns in the responses. They represent characteristics, problems, challenges, and doubts that are common to several customers and that must be part of the persona. For example, f you notice that almost everyone answered that they have completed higher education and usually use Instagram to interact with brands, there are traces of the persona profile. By identifying these repeating patterns you can organize your data and start to structure your persona.
4. Structure the persona;
Now it’s time to give life to your persona. It will have a name, a face, and a well-defined profile, with the characteristics and behaviors that you perceived as being the most relevant. Think of the persona as a real human being, who will interact with the brand, read its contents, buy its products, and not just a list of topics.
A tip here is to tell a story. You can narrate a day or a week of the persona in which they interact with your product. This way, it becomes much easier to understand their habits, behaviors, and how these relate to the brand.
5. Share the persona with the team.
There is no point in creating a persona if they are not used by the marketing team. A nice attitude to promote the use of the persona is to involve the whole team in the creation process. This way, everyone will understand what it is for and memorize the avatar more easily.
After the persona has a profile and a story, you can synthesize the data in a summary table and choose the image of someone who personifies that description, almost like a resume.
This picture can be shared by email, printed and distributed, posted on the company wall, etc. The important thing is to make everyone know the persona and think about it in their processes.
When the public is represented by a person, it is easier to understand their desires, pains, and needs and to understand how the brand can offer some value to their life. Ultimately, personas are an instrument of empathy for marketing. Here at Rangval, the best service for project management, we always advise on the best tools for your personal project or your company, and we will be happy to help you with your persona and much more.