You reading me, I guess the notion of “persona” speaks to you, doesn’t it? I can understand that creating this typical customer profile can be tedious. However, it can have a real impact on your Facebook ads!
Yes, if you put your customer at the heart of your marketing strategy, you will communicate effectively.
Do you remember the scene from The Wolf of Wall Street? You know, the one where Di Caprio asks his audience to sell him a pen?
Today we are going to talk about this. We will discuss the issues around the persona for your advertising strategy on Facebook.
You should know that your target’s attention span is extremely limited. Indeed, they are literally bombarded with commercials in all directions.
Therefore, if you want to score points with your typical customer, you have to create an emotion in him. To create this emotion, you have to know it.
Obviously, the concept is summarized here, but that’s what you need to understand.
If you don’t mind, we’ll learn together how to build a persona that will make your Facebook ads meaningful.
Let’s go !
What is a persona?
We saw it in the introduction, a “persona” corresponds to the typical profile of your client.
It’s like a composite of your ideal target.
The purpose of the maneuver is to understand your customer and then offer them a product and appropriate communication.
You see what I mean ? Start by asking yourself a few questions:
- Who is my ideal client?
- What does he like ? What does not he like ?
- What are their consumption habits?
With these first questions, you begin to personify your ideal customer.
It is very good ! Only, we must go further then.
- What are their needs?
- What problems are they having?
- Are there solutions on the market that address these issues?
- Is he fully satisfied with these solutions?
- Is there something better that can be done to fully meet your needs, and even go further?
You see, we are going a long way in our thinking.
The idea is to ask yourself where your customer is in relation to the market for products and services.
By doing this, you start with perceive his psychological profile, his needs and motivations.
The goal is to understand this person and understand their value system. Everything you can find out at this internship will help craft your copywriting.
Of course, at this point you don’t have all the cards in your hand yet. Rest assured, we will go further later.
In fact, it is quite possible that your offer is aimed at more than one persona.
For example, you can target a father, a single mother, a couple with children, etc.
The best thing to do in this case is to assign each persona:
- A no
- An age
- One sex
- A role or a position
- Areas of interest
- Consumer habits
To help you better understand what I’m talking about, here is a persona template:
Here, the typical customer is clearly personified.
The point is to detail your profile in order to better understand it. This is what will help you create a compelling pitch.
If you manage to put your customer at the heart of your strategy, you put the odds on your side in order to offer them a product and appropriate communication.
Let’s see in the next section the issues surrounding the creation of a persona.
Why create a typical customer profile?
It should be understood that creating a persona will help you better understand your typical customer.
The goal is to put yourself in your shoes and ask yourself specific questions about your profile. You must also understand who they are, what their needs, expectations, obstacles, etc.
And yes, for any marketing strategy you are going to build, it is your prospect that you must put at the center of your concerns.
You don’t want to develop a product / service and a communication that is not suitable for it, do you?
The stakes are high! The way your prospect perceives your offer will tip the scales in your favor, or not …
On this subject, do you remember the movie “The Wolf of Wall Street”?
If so, surely you remember the scene where Di Caprio asks his audience to sell a pen.
Does that remind you of something ?
On the one hand, a person will start by talking about the pen. “It is beautiful, you can take notes with it”.
On the other, you have a member of Di Caprio’s team who takes the pen and asks Di Caprio to sign an autograph for him. Di Caprio doesn’t have a pen. He then created the need.
You see what I mean ?
In fact, the stake around the persona and quite simply the future of your offering in the market.
You absolutely have to understand your prospect in order to offer him something that meets his needs, his expectations.
Thus, it can be projected in the use of your product or service.
He will be emotionally affected speaking, because he will feel understood. Your product meets their needs.
Building a persona upstream of a product or service offering is therefore essential.
Now let’s see how to create your typical customer profile.
How to create a persona?
Step 1: Establish a profile of your customers
In the beginning, you need to ask yourself who your potential customers are.
Of course, if you’ve ever made sales, you know their profile a bit.
If not, you can join groups on LinkedIn or Facebook and start a discussion.
In this phase, the goal is to understand:
- Who buys your products or services?
- What are the reasons they bought them?
- What questions may your customers have asked themselves before making the purchase?
- What are they typing on the search engines?
Here, you are going to sort of paint a sketch of your target. Remember the example of Isabelle, the persona we saw earlier.
You need to get as close as possible to this model of virtual representation.
Focus on what really matters to your potential customers. You don’t have to go too far either.
Step 2: Detail their motivations, their fears, their goals
In this phase, you go a little further. The idea is to understand the “why” of your prospect.
- What does he really want?
- What are the possible brakes that could hinder the sale?
- What is his attitude towards your offer?
The goal here is to understand what really motivates your customers, emotionally, functionally and socially.
Its attitude, its expectations and its obstacles are clearly expressed here. Do the same.
Step 3: Establish your prospect’s buying journey
The last step is to define the buying journey for your ideal customer:
- Will he buy online?
- Will he find out more in the store first? On the Internet ?
- Will he see online reviews for your product?
Yes, several people will not necessarily take the same “path” before becoming customers with you.
In fact, people will go through several stages before arriving at the famous conversion.
Does that mean anything to you?
First comes the identification of your brand. He must first know that you exist. This is awareness.
Then comes the consideration. That is, your prospect will see you as a solution to their problem.
Finally, the long-awaited conversion takes place. Here, no need to explain it to you, you understand the concept. The idea is to present a suitable offer and encourage your prospect to buy.
So you see that before getting to the conversion, several steps are necessary. We are talking about a sales funnel here.
From these concepts, you understand that there are several successive stages that lead to a sale.
If you can determine the different stages of your sales funnel, you can then set up appropriate communication.
You will be able to place the right message in front of the right person at the right time!
By making the effort to determine your persona, you will know more about your potential customers.
This will help you define the arguments you need to press.
Indeed, with a very limited attention span with your prospects, you have no right to make mistakes.
Try to understand your typical customer, put yourself in their shoes:
- Who is he ?
- What could motivate him to consume my product?
- What could be holding him back?
So start by establishing his profile.
You can give your persona a name, age, gender, and other characteristics to make it more “alive”.
Then try to understand his motives.
Why would he consume your product? Why wouldn’t he do it?
Finally, imagine the path this person will take before becoming a client.
What elements should you insist on to accomplish the goal of the different stages of the sales funnel?
In summary, defining a buyer persona is not easy, but will go a long way in building an effective strategy.
Yes, putting your prospect at the center of your concerns can make all the difference!
When you know the people you are targeting, you will know how to approach them.
Would you like more info on this?
Discover other examples and useful tools for defining your buyer persona.
See you soon !