Written By Mike Wagan - July 10 2022
A Step By Step Guide To Create Customer Persona
Have you ever wondered how to create a customer persona? It's not easy, but there are many ways to go about it.
Creating customer personas for your business is one of the most important steps in your marketing strategy. Customer personas are used to analyze the behavior of a new customer and gain knowledge from their feedback. Previously, you used to make an assumption about your target customers' needs and behaviors. But now with the help of customer personas, you can test them out before making any changes to your product or service.
In this article we'll learn how personas work, and how to use them in your sales process. We'll also explore some of the questions people have about customer personas.
Step 1: Here is a tried and tested method of creating customer personas with which you can ace your marketing strategy.
It is important to understand your customer, so that you can craft an effective marketing strategy. The best way to do this is by creating a customer persona.
Define your target audience and the purpose of their buying decision.
Write down the core values, traits and needs of this audience.
Identify the emotional drivers that motivate them to buy from you.
Write down their rational reasons for making a purchase decision.
Create profiles of multiple representative customers to understand how they use your product or service, how they feel about it, how they perceive your brand, etc.
Step 2: Use a spreadsheet and create it for several audiences you are targeting.
The next step is to use a spreadsheet and create it for several audiences you are targeting. A spreadsheet is a very powerful tool that allows you to keep track of all the data you need and organize it in a way that makes sense. For example, if you’re running an ad campaign, a spreadsheet will allow you to keep track of who purchased your product or service, when they purchased it and what time of day they did so.
When working with spreadsheets, it’s important to make sure that each column has the same number of rows and each row has the same number of columns (i.e., each cell should be filled with numbers). These rules ensure that data will be organized in a logical order and easy for people to read.
To create a spreadsheet, you will need several things to start with:
A list of your goals.
A list of your audience.
A list of their goals.
Step 3: For each customer persona, give them an identifying name and use that in future communication.
For example, if you're selling to a young professional, you might create a persona of "Dave the Roommate." In your email subject line and in the first paragraph of your email copy, you could say something like "Dave the Roommate is looking for a new roommate." Or "Hi Dave! I'm selling my couch on Craigslist for $400."
In your first paragraph — or even better, in a couple of sentences at the beginning of each email — you can give a little more information about each persona:
"Hello Dave! My name is Jamie. I'm an assistant manager at Starbucks and I'm looking to rent out my couch until I find my next place."
This gives the reader something to connect with and remember, which helps make your brand more memorable and trustworthy.
Step 4: Find out their demographics such as their age, gender, marital status, education, profession etc.
For example, if you are targeting a particular age group that is between 18 and 24 years old, then you will need to know the following information about them.
Age: The average age of your target audience is usually around 18-24 years old. The exact age varies from case to case but it should be within this range.
Gender: Males and females are different from each other in many ways. You can use a gender target analysis tool like Google Analytics to find out more about the gender split of your audience.
Marital Status: Married people have a different life style and preferences than single people do. They spend more time with family members and less time on social networking sites like Facebook or Twitter. If you want to reach married customers then you can use a survey tool like SurveyMonkey or Qualaroo to collect data from them regarding their marital status and lifestyle preferences.
Occupation/Profession: We need to understand what their industry looks like and how it works. What kind of customers do they have? Are they looking for products or services? How much experience do they have with our competitors? What type of devices they use? What software they use and so on. This information will help us better understand why they buy from us instead of our competitors and what makes us different from other brands in this market space.
Step 5: Find out about their goals, values and challenges to find out what motivates them to buy products.
What are the customer's goals? How do they measure success? What are the challenges that they face that might influence their decision to buy from your company?
It's important to know what motivates customers to buy products, so you can create a product or service that meets their needs. If your product isn't compelling enough, buyers may not bother to buy it.
This can be done by asking customers questions and listening to their answers. You will be able to find out what they are looking for by asking them questions about their goals, values and challenges.
You can also find out about the problems that customers have with your competitors products by asking them questions like:
- Have you tried our competitor’s product before?
- What do you think about our competitor’s product?
- What do you think about our competitors services?
Step 6: Find out about other decisions they make apart from the ones related to buying your product or service.
You can't make a customer buy your product or service, but you can make sure that the process of buying is optimized for success.
Here are some ways to do this:
Know your customer. Who are they? What are their needs and wants? What's their lifestyle like? What kind of problems do they encounter in their daily lives? How do they like to shop? Are they willing to make an investment in your product or service?
Understand what motivates them. What drives them to buy? What keeps them loyal to one brand over another? Is it price, quality, convenience or something else entirely?
Determine what makes your customer tick. What makes them feel happy and satisfied with their purchase? Do they get excited about giving something as a gift or selling something at a profit margin greater than the cost of making the item itself? Are they looking for a deal or just happy that the price was right for them?
Create content that speaks directly to them. The internet is awash with information about tools, applications and services that can help you accomplish any task from home repair and remodeling.
Step 7: Understand the pain points of your customers so that you can position yourself as the panacea.
In order to do this, you need to understand what your customers want and how they feel when they don't get it. They may say that you're not offering enough products or services, but if they know what they really want, they'll be able to articulate their needs and make sure that you're aware of them.
This is also a great opportunity for you to learn about your competitors' offerings and see how your customers feel about them. By doing this exercise in advance, you'll be able to come up with ideas for new product features based on what your customers tell you about themselves and other brands in your industry.
Some people think it's impossible to know everything about every product or service on the market, but with some research into trends in technology and customer behavior, it's possible to figure out where the market is heading next.
Step 8: Understand how they would describe your product or service or what they would say after using it.
Describe your product or service to a potential customer. Understand why they would use it. Imagine what happens after they have used it. What would they be happy about? What could you do for them to make them happy (give them value)? How would they describe your product/service? Who else are you trying to reach?
A person's needs are yours to define, and you should do so with care. Do your research, and avoid the temptation to assume that what's good for you is also good for everyone, because it's often not the case. The last thing that you want is to have a product or service that suits you but overlooks your customer's needs entirely. If you take the time to define your customers' wants and needs, you'll be able to develop a tailored solution or product which they'll appreciate more and may even feel as if they've been heard.
Step 9: Give specific examples of how they would use your product or service if you are selling something like furniture give specifics regarding the rooms size and color etc., as per the customer personas needs.
So if you are selling furniture, you'd want to narrow down your product. The Customer persona will have different needs and wants depending on their living situation, style of furniture they'd like to own, number of rooms they have in their home etc.
The more complete and specific the picture of your ideal customer becomes, the easier it will be to develop content tailored to their needs. It also makes you look as if you know what you're talking about and therefore increase your credibility with the visitors who judge on that alone.
If you're going to create a brand, it makes sense to pursue a particular subset of the population. You can choose to target those who are like you, but that doesn't necessarily mean that the intended audience will resonate with your experience; different people ascribe value to different things, so making assumptions about your market is remiss. If you're going to market yourself and your products or services, be sure to do so in a way that speaks to as many people as possible, or at least as many people as you know about. It's always better to make mistakes with specificity than to make mistakes while blundering into the unknown.