How to Build a Marketing Persona

As a business, whether you specialize in B2B or B2C, it is essential to know your current and potential customers well so that you can deliver the right message, to the right person, in the right way, at the right time.

Although your products or services may meet the needs of a wide range of customers, not everyone chooses your offering for the same reason. This is why it is crucial to segment the market to implement strategies and actions targeted to the needs, expectations and purchasing process of each type of customer. One way to segment is to build marketing personas from your customer segments.

What is a persona and why create one?

A persona is a typical, generalized (but realistic) ideal profile of one or more groups of customers who have several points of similarity. The persona goes beyond sociodemographic data since it also covers certain psychological criteria to understand the interests, attitudes and needs of the target.

Based on personas, it is easier to personalize the approach, the sales pitch and the sales tools to the real expectations of each potential customer and thus increase your chances of quickly closing sales.

To define your personas, here are some relevant food for thought.

1. Go back to basics to ensure a solid strategy

Who are your best customers? Although the question seems simple, to create relevant personas, it is essential to understand who your best customers are, and especially why.

Which customers generate the most volume? Is it the same type that generates the most income? What type of customer generates the best margins? Who brings the most references?

Answering these questions will allow you to determine which segments to target and prioritize, to then evaluate and adequately readjust your marketing plan during the year.

2. Rely on real data

To be effective, a marketing strategy must be based on well-founded facts, and respond to the real needs of the market. By carrying out a practical market study, you will be able to validate your hypotheses so that your personas remain viable in the long term, and that they respond to the business model that you have in mind.

To do this, take maximum advantage of the resources at your disposal: interview your sales teams, interact with your current and potential customers, take an interest in your former customers and competitors, find out more on market trends.

Once you have as much relevant information as possible, the creation of your personas will be greatly facilitated.

3. Start with more general segments

Does your business model require you to go directly to the end user, or do you need to go through an intermediary? Who are the people directly involved in the purchasing process, and how can you influence it? Is your sales cycle rather long, or short? From the answers to these more general questions, you will be able to clarify which actions influence your sales process, and thus determine which personas must be created.

4. Specify the profile of each segment

Based on the information defined so far, you will be able to draw up a more precise portrait of the personas relevant to your business. To bring each persona to life, determine the following points:

Who is he?

You should create your persona by associating demographic information such as a first and last name, age, gender, field of activity, position, etc. While this information is very important, it is important to use socio-demographic information in conjunction with the other key aspects of the profile, always asking yourself what problem you are addressing, and how you are doing it.

What problem are you helping them solve?

Each persona needs your products or services, but not for the same reason. Take the time necessary to understand how the solution you provide can help your persona in their daily life. This will greatly help you understand his motivations, and thus opt for the most relevant angle of attack to close a sale.

How does he think?

You must then give the persona a personality. Define their goals, beliefs, motivations, potential objections, etc. This personality will make it possible to understand the behavior of the future customer and thus anticipate possible obstacles in the sales cycle.

How do they consume?

It can be interesting to associate brands or purchasing habits with the persona. Why does he decide to buy, why would he not go for this product, what are his criteria or his obstacles for a purchase?

How does he communicate?

The persona can have different ways of communicating and expressing themselves depending on their age or even their personality. He could communicate with social media, others would be more adept at emails or even the telephone. It is important to know how to reach your customer and what means of communication would be the most effective according to your target.

5. Present your personas to your team

Once your personas have been defined, take the time to present them to your teams. Together, you can prioritize them so that your marketing objectives are clear and common. This way, you will be able to adapt or clarify your marketing plan, and mobilize everyone in order to possibly clarify and improve your personas.

You can also review your sales cycle to adapt it to your personas, and ensure a suitable approach for everyone.