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A persona is a model of a customer, created to aid marketers in the effort to create customer-centric content and strategy. Using personas can help you better understand your customers within a personalization strategy. The goal is to shape the best form of communication in order to reach and engage the right people at the right time, using data analysis.
Marketers have traditionally used demographics to reach a better understanding of a customer base. Data-driven segmentation gives you the possibility to understand buyers to such a degree as to create models of individual types of customers. In this way, you can increase the level of differentiation and better understand your clientele. You can then use these models when creating your marketing strategy, taking your customers’ attributes, needs, and optimal experience in account in the buying process.
Personalization is becoming a more popular strategy as marketers try to engage customers in ways that are more relevant to the customer, from a customer-centric rather than product focused perspective. When focusing on an individual buyer, misinterpretation or faulty assumptions will create a lasting bad impression. While a hit or miss approach is often necessary in mass marketing, using personas as a personalization tool helps you more efficiently target valuable leads.
Using personas can be helpful to enable you to go beyond identifying collective attributes. You are no longer restricted to generalized mass-marketing campaigns focusing on shared communal tendencies. Creating personas can help cut across simplistic generalizations to develop more relevant and valuable leads, widening your customer base while simultaneously shrinking it to be more effective. Once deciding to implement personas, you can more easily create targeted messages and content.
To create these customer templates you can put together an idea of your ideal customer, defining them by using your available data. The first step is the data, and tools such as Google Analytics can help. Data can reveal customer behavior as they interact with your content, leading to a more relevant marketing strategy. You can research the social media habits of your customers; Buzzsumo is a popular tool for this. In creating personas you can better realize who the people or companies are which you want to attract, as well as those that you are not interested in, thus targeting a specific audience more effectively. You may make a few personas, reflecting both your ideal types of customers, and those you want to exclude from your targeted audience.
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