Do You Know Who You’re Talking to?

gigcmo
13/04/2021
Customer personas are not a new concept, but they are often overlooked. 
 
That might happen in new businesses that are eager to get to market. Or it might be established businesses that have not updated their information and have stopped listening to their customers directly or through market research. 
 
However, as any marketing expert will tell you, this internal mapping process can be invaluable for a targeted customer-consumer approach. It ensures marketing and advertising expenditure is not wasted and that you deliver a customer experience that meets client needs.

What are customer personas?

Following market segmentation, customer personas are the next step in targeting key customers by identifying their values, drivers, personality, wants, and needs. Marketing leaders have done this by creating fictional personas to represent a brand’s archetypal client. This makes information more relatable for the team to envisage the individual they’re talking to rather than a data set. Companies will identify more than one customer persona in many cases and adjust their marketing for each one.

What’s the process for creating personas?

In our experience, the best way to create customer personas is to follow three significant analysis steps:
  • Segmentation and targeting: this is to understand the overall demographic and goal of clients, their likes, dislikes, and interests. This can be gleaned from quantitative data. If you’re a B2B organisation, you might also look at the size of a target company, location, etc.

  • Outline personas: the second step is outlining the personas. This is done through a combination of quantitative and qualitative data as well as anecdotal information from customers.

  • Predict and map the customer journey: This applies the customer personas and market segmentation to the digital and physical customer experience.

The type of information you will need varies depending on whether you are from a B2B or B2C organisation. Either way, you’re always dealing with individual people and not the company as a whole. In the context of a B2B organisation, we would seek to identify the gatekeeper, the influencer, and the decision-maker. 
 
We then create personas for each of them. This might be based on personal demographics such as career path and ambitions, age, job title, industry, responsibilities, KPIs, and a typical day. For B2C customer personas, you may similarly look at demographics. They can include educational background, geographic location, the social media channels they use, and hobbies. 

How are customer personas used in practice?

The benefits of identifying and outlining customer personas are to help you and your team visualise and contextualise who you’re talking to in all aspects of your customer experience. That means you’re not looking at data to invent your messaging; you’re thinking about communicating with human beings. You’re creating a more personal message and having a conversation with them. In short, it helps different departments to create a better customer experience effectively. 
 
That means that marketing campaigns are more personal. The sales process is designed with conversion in mind and will help you determine a more reliably successful sales process. In the long-term, using customer personas means we can predict future purchasing behaviours, refine the customer journey and create a fully informed online user experience. 
 
They can help drive a detailed understanding of how customers will act and how they can be converted from the first stage of the sales funnel to the next and generate brand loyalty in the process.
 
If you want to raise your game, contact gigCMO to increase your return on marketing investment.