Creating Client Personas

This is the first article in our series about creating a Digital Marketing Strategy. Continue to follow along in the coming weeks as we release the various sections of this strategy.

Parts of a Digital Marketing Strategy:

  1. Creating Client Personas  
  2. Market Research
  3. Competitive Analysis
  4. SWOT Analysis
  5. Keyword Research
  6. Content Research
  7. Which Social Platforms to Use
  8. Determining Your KPIs
  9. Pulling It All Together

What is a client persona?

According to Hubspot, a client persona is “… a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” The importance of your Client Persona is to have a full understanding of the type of person you need to get your messaging in front of. These are the people that will ultimately be buying your products or services, so your marketing messages have to be tailored to attract them. Whether you are creating a Client Persona for a B2C business or B2B business, the process is the same.

Here are the basic questions you want to answer for your Client Persona:

  1. Give them a name – You want to personify this entity, and giving him/her a name does just that!
  2. Describe their background – Where did they go to college? What is their career path? What is their family situation?
  3. Demographics – Gender, age, income, location, etc. This information becomes quite valuable when creating your advertising campaigns.
  4. Personal traits – This could be their personality or their demeanor. What are their favorite brands, sources for news, etc. What is their preferred method of communication?
  5. Their goals – List both for business and personal life. You want both whether you are B2C or B2B.
  6. Their pains – What is causing them to not reach their goals? (Tip: Your product/service is a solution to their problem and will help them reach their goals.)
  7. Your solution – Now describe how your product/service can help them alleviate their pains to reach their goals.
  8. Common objections – What are the top 2-3 objections you hear from people as to why they do not purchase your product/service?
  9. Elevator pitch – What is your 30-60 second message you can tell this persona that will convince them to buy? Be sure the wording is such that it speaks to their goals and pains.

There are three main ways to gather information for personas.

The first way is through interviewing your current clients. Reach out to your best 2-5 clients (or more if you have a larger database), and ask them if they would answer a few questions for you.

A second method is to create an online survey (there are several free services like Google Forms or Survey Monkey) where current clients can answer the questions at their own convenience. You could send out a personalized email with links to the survey included. Let them know the answers are anonymous (and keep them that way), so they are more inclined to give more details and to answer the more personal questions. You could even run an ad on social just to people that already like your business page. All of them may not be clients, so this could give you insight as to why they like what you are saying (by liking your page), but haven’t bought from you yet.

The third way to gather the needed information is through research. Look for industry reports that pertain to your business. See if you can find similar segments from your competitors. IbisWorld and Hoovers are two places where you can obtain industry reports and trends. Also, look at your Google Analytics for your website. You can gather some segmented information from the visitors of your site. (This information can be especially valuable because these are people who have already found you and are already interested in your content.)

(Source: Upwork)

*For further guidance, request a free copy of our “Client Persona” form by entering your email in the sign up above.

Stay tuned for the next segment in our “Parts of a Digital Marketing Strategy” series!

Up Next: Market Research.

  1. Creating Client Personas ✓ 
  2. Market Research 
  3. Competitive Analysis
  4. SWOT Analysis
  5. Keyword Research
  6. Content Research
  7. Which Social Platforms to Use
  8. Determining Your KPIs
  9. Pulling It All Together

*Be sure to sign up for our newsletter, so you get reminders as these topics are published. 🙂 

 

Until next time…
Chill Digital Marketing

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Pulling It All Together ~ Chill Digital Marketing

12 months ago

[…] Creating Client Personas ✓  […]

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