THE IMPORTANCE OF CUSTOMER PERSONAS

Oftentimes as marketers, we just want to dive in and start marketing, without the boring parts of the planning phase. However., developing and understanding your customer personas are one of the most crucially overlooked parts of a marketing strategy.
 
How can you start marketing if you don’t really know who you’re marketing to?

What are customer personas?

Customer personas sometimes called buyer personas, are profiles that you create of your customers based on the data and information you have regarding their important customer attributes. 
 
These attributes can include but are not limited to:
 
  • Age
  • Gender
  • Race
  • Ethnicity
  • Parental status
  • Marital status
  • Socioeconomic status
  • Purchasing habits
  • Hobbies
  • Values
  • Purchasing triggers
  • Lifestyle choices
 
You use the information you have to build personalized avatars of your most common and most important customers. You can even name them if you like and have an image of a person associated to them. The purpose of this is to have a clear idea of who you are trying to reach and get your message to when marketing. Your marketing campaign for Sarah might be very different than your marketing campaign for Joseph

How to use customer personas

At the start of every marketing campaign, you have to decide where each customer persona fits in if at all. For example, let’s say you’re a female-oriented gaming app for phones. You might have a young, vibrant, social-oriented target audience that you call “Tiffany.” But you also have a strong foothold among a much older female profile that you call “Gertrude.”
 
The reason for making this distinction is that Tiffany loves the game because she is able to pass the time while on the subway, while in waiting rooms, in between TV ads, and just any other moment to pass the time. While Gertrude loves the game because she can play with the other members of her nursing home and compete.
 
Both of these audiences love the app but have very different needs being met and very different motivations. As such, you need to gear your marketing campaigns to have a message that aligns with each distinct customer persona.

Conclusion

If you don’t have your customer personas outlined, at least you know you need to have them now. Having customer personas will make it easier to focus your marketing campaigns on clear and concise messaging. 
 
That way you won’t have to worry about having the right product, and the right ad, but just the wrong person.

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