Marketers have always known to identify their target market. But today’s marketers know their customer personas like the back of their hands. And the really good ones, know that crafting their customer persona is not a set-and-forget kind of thing.
Creating your customer persona goes beyond identifying your demographics and psychographics. Today’s marketers need to attain clarity on the characteristics of their ideal customers.
Customer persona, target market/audience, customer avatar, buyer persona, or whatever you call it within your organization, is an idealized representation of who buys your product or service. The more specific you are in identifying this the better your marketing campaign will work and the better the conversion. The exercise of creating a customer persona is so important.
Why?
Marketers have always known to identify their target market. But today’s marketers know their customer personas like the back of their hands. And the really good ones, know that crafting their customer persona is not a set-and-forget kind of thing.
Because the exercise impacts every aspect of your marketing. Remember, any part of the marketing and sales process that touches the customer improves as you get clear on who you are talking to. In the banking industry, we often hear the words “KYC or Know your customer” at the branch level. The process of knowing your customer is so critical because you are, after all, aiming to craft plans and messages for a specific person and the goal is to articulate your message so effectively that it moves the person into action.
What to look at in your customer persona
• Get clear on goals and values – determine what your customer persona is trying to achieve
• Finding sources of information and entertainment – we mentioned this in our last article. The importance of identifying where your market searches for information. What websites do they consider as THE source of credible information
• Identify (but more importantly) challenging pain points – what is holding your customer back from achieving his/her goal? what are the pain points preventing your customer to move down the marketing funnel?
• Preparing for objections - Get honest and identify the reasons your customer does not buy your product and address these as you formulate your strategy and craft your messaging
As a rule of thumb, revisit your customer persona each time you have a new product or service and truly know your customer, challenge pain points and foresee objections. These are the key elements in optimizing your customer persona.
Let’s talk more about customer personas on October 24-25 together with the European Chamber of Commerce of the Philippines for a session entitled Social Media Marketing: Intermediate Digital Marketing Course. Session will be online from 2:00-4:00pm via Zoom. Session aims to deep dive on social media marketing with valuable use cases and tips to help optimize your digital marketing strategy. To sign up visit here.
Anna Medina together with her partner Ria Ancheta are two self-proclaimed black sheep, that are on a quest to demystify digital marketing. Together, they have started www.goblacksheepdigital.com. For comments, suggestions, violent reactions or marriage proposals you may email goblacksheepdigital@gmail.com.
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