In marketing, communication is a very important point. It allows you to address your target so that you can reach and convince them more easily. But before being able to communicate, it is important to define who this target is …
Indeed, one of the first steps in effective communication is knowing to whom you want to send a message. To be successful, it is therefore necessary to resort to the creation of personas. Let’s tackle the creation of personas for the success of your communication …
A persona: what is it?
The persona is nothing other thanan imaginary character who represents a target of your company or a target group. Personas behave the same as your targets. Their behaviors, their priorities or their motivations are similar. These characteristics are typical of a given service or product. They have names or first names in order to stick to reality.
Creating personas isn’t necessarily essential for your business, especially if you don’t work in a team and know who the target is. The personas are rather indicated in the case where you are present in a team and you want achieve common goals. Personas allow you to focus on the target to reach in order to perfect your communication.
More specifically, personas will help you develop new characteristics of the products or services that you offer to customers. They You will help improve the content of a site according to customer expectations. The customer journey will also be considerably improved.
A persona does not have to reach just one customer segment. It must be implemented in an inclusive way, so that it encompasses everyone.
Work upstream of the creation: determining the target
Since the personas are the image of the targets to be reached, they should in every way resemble them. So there are some basic elements to put in place before creating a persona.
First and foremost, you must ask about your future customers, your potential customers, the competition and even those who don’t have the right persona profile. Next, you will need to retrieve information about your targets. This step involves the realization ofinterviews, statistical analyzes, market studies or questionnaires.
When retrieving information, it is important to focus on the information that will be most useful to you. Once this information has been obtained, you will proceed with customer segmentation. The segmentation is done according to common and divergent behaviors noted during your research.
Types of personas
There is not just one type of persona. Likewise, there is not just one method of creating a persona. Generally, you have two types of persona: user persona and marketing persona.
These personas are still called design personas. Their role is to represent the people using your products or services. With user personas, you are able to adapt to the needs of the user. User personas are focused on the individual and his real desires.
Persona marketing focuses on customer data. He is interested in age, location, motivations to buy, media, and more. Persona marketing is used to assess the receptiveness of customers to a message. However, they do not determine the use or functionality of a service or not.
Methods of creating personas
Before you start creating personas, it’s good to know that for efficiency, you need to create as few personas as possible. In fact, you will bet during the creation on the personas that will be the most representative. Then all you have to do is apply the following methods:
Personas x storytelling
These types of personas are generally more detailed. They have a story and allow you to truly immerse yourself in the discovery of the customer. This allows a better adaptation to the offer.
To successfully create these personas, you can work on his profile (geographic and demographic data, personal data). You will need describe their personality, assess what influences their purchases, their lifestyle and their motivations.
You will also need to find out what goal they want to achieve by using your product or service.
This second method of creating your personas is based on the principle that buying a product or using a service allows you to accomplish a job. Here you must find the reason for the purchase. Clearly, it is the search for the motivation of such a purchase.