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Consumers increasingly demand more from companies.
Customers expect products, services, and information that cater to their individual needs and desires. It’s no surprise that delivering personalized experiences is a top priority for marketers.
Personalization is the most powerful method of engaging customers.
If you can customize your particular business or service to their individual needs, you will win loyalty—and business too.
Brands need to recognize their target audience, the context of their visit, and how likely they are to adopt their product or services. Providing solutions targeted specifically to a potential buyer’s needs, interests and context, means they can immediately find what they’re looking for.
Achieving true personalization is a multi-step journey, touching aspects of infrastructure, tools, data, privacy, service design and content.
If jumping straight to personalization seems a step too far in the short term, better understanding your buyer personas will offer an immediate benefit and also serve as the first step to achieving personalization in the medium term. Where to start?
A persona represents a segment of audience members who exhibit similar behaviors in purchasing decisions.
By identifying their distinct preferences or needs, you can reveal what is personally meaningful to each targeted audience.
Personas inform market and customer strategies to guide the business toward greater customer-centricity. They reveal emotional tendencies and triggers, as well as desired social and online environments. They can become a key decision-making tool to evolve your content strategy and help predict the success of content assets.
The process of creating customer personas starts with a variety of insight gathered from key platforms, from the smallest of details in your site analytics, to tracking actual conversations by real-life customers.
Marketers need to cast a wide net to uncover information that will help inform the development of compelling personas. When researching and building personas, you’ll need to consider the individual’s demographics (age, gender, and location), how best to speak to them, what they value, and the style and tone of marketing message that will engage or influence them.
Where do you get all the information you need to develop your personas?
The creation of marketing personas helps marketing, sales, product, and services.
Personas have become essential to achieve success and transform the customer experience. The internet is filled with content and brands fighting to cut through the noise with compelling, unique content that tells the audience something new, interesting or entertaining.
In most scenarios, it is recommended to make three to seven personas to represent your audience.
This number is big enough to cover the majority of your customer segments and to differentiate their needs and motivations. The rule of thumb is that when you naturally start to identify patterns and predict interviewee answers, you have found enough people to internalize these archetypes.
Using personas, marketers can craft messaging that both appeals to their target audience and tailor content to fit the goals of buyers. With your buyer personas defined, you will have a better understanding of who, how, and where your campaigns will achieve the greatest success. Investing in personas enable marketers to design first-class, personalized user experiences at all touch points—websites, landing pages, email, mobile, and social media channels.
Persona building is a process that requires continual updating to stay current with emerging trends, changing economic times, and new products and services.
If real time personalization is your final destination, then creating effective data driven personas provide the first informed steps to get you there.
If you plan to incorporate personalization into your marketing, Metia has a series of case studies that demonstrate the benefits of persona development and provide the first steps of your personalization strategy.