12 tips to create the right persona
The more concrete your vision of the customer is, the more fitting you can create your products and communication.
There are many advantages to define your customer and give your customer a face. That rises above the sole purpose of finding your target group.
You can develop better products and communicate directly to the people that are willing to buy them.
We summarized up the 12 most important information you should know, if you are creating your persona. You can download the checklist at the end of this article.
Who is my persona?
1. Who is my customer?
Do you like to communicate in the B2B or B2C area? This is the question you start with. The address is different in any case.
2. Education and job
What is the highest education your customer reached and what job does he do? The surroundings your customer lives in (academic, scientific, manual work) are important indicators to what products he will buy and how to address him.
3. Where does the persona stand in the job?
The purchase decision can be influenced by the occupational status. Is your persona the decision-maker or is it an employee, that has to come to an arrangement with a higher-ranking colleague? Is the persona interested to climb the career ladder upwards and can the use of the product achieve the (professional) goal?
4. What are the personas professional goals?
Does the persona lead a company and wants to promote this company further or is it an employee, who wants personal growth? This is important information to estimate the use of your product.
5. Purchasing behaviour
If you can estimate your persona’s purchasing behaviour, you have received a very important information. You can reach your customer directly where he buys his products. If your customer buys primarily in the internet, an online focused advertisement might speak more likely to him as a print product will (but be aware: the human being does not only live online, so don’t leave out the cross medial campaign).
An important information regarding the marketing is the decisiveness of your persona. Is a decision reached promptly, you will only need a few words to convince them. Does the persona needs impulses and arguments, you will have to deliver a full marketing statement with a lot of information.
7. What problems does the persona have?
If you can name the problems of a customer and offer a solution at the same time, your customer will feel in good hands and understood. To see what questions the customers are preoccupied with (in regard to your product), you can start a research via Google.
8. How old is your persona?
Age still plays a big part for the marketing. Different age categories have different goals in life. The age is mostly an indicator to what social media channel they use. This helps you with the decision where to communicate with your persona.
9. Media use
The media use is linked with the age. Certain age categories are more inclined to use a certain media (surely there are deviations form the norm, therefore you should take a survey to be completely sure). Where does the persona gets its information from? There are regional and generation-specific differences. You can check the average media use here.
10. When is the customer receptive?
If you are publishing content or advertisements, you should ask yourself: Is my persona receptive right now? The attention span decreases significantly in the course of the day. During the work hours almost no personal communication can find place and e-mails are mostly read in the morning or evenings (although in the times of the smartphone you can be reached almost constantly). You can use an analytics tool to determine the time of day with the biggest coverage. Try it out and see what time you get the most response.
11. Place of residence
Even the place of residence can be an indicator for the purchasing behaviour. The regional surroundings play a part up to certain point. Include the place of residence into your communication.
12. Freetime activity
At first glance it doesn’t open up, why free time activities might be a part of the purchasing behaviour, except if you are selling products in that area, but then you will already address the right target group.
You can’t use every information you might obtain in this sector, but if you know, that your persona is interested in a certain subject (sports or culture i.e.), you can include it into your communication and be sure that it is more likely to be read by this persona.
Basically: The more you get to know about your persona, the more precisely you can develop your product and start communicating accordingly. Use every information you can receive.
Here you can download a checklist of the 12 tips for creating your persona.
To define your Persona, you need to know the difference between the target group and the Persona. Why it is so important, you will learn in your article.
To communicate with your specific Persona, you have to find your niche on the market. You have to leave the competition behind with a special offer that no one else can offer.
Did you know, that there are 7 plots in the storytelling, that define your storys structure? Everything else are only variations of these 7 plotlines. This you can use to create a perfect persona.