Have you ever created a fictionalised version of your target customers? Let’s say you’re a high-end clothing company. Of course, you want someone like Jessica, 38, a marketing professional from London who earns at least £60,000 a year to notice your brand. Perhaps, 48-year-old Amanda who is a CEO of an insurance company too.
Those are called client personas.
What is a client persona?
A client persona is a representation of your ideal consumer. And while it does look easy to come up with a client persona since it’s just like describing the characters of your own novel, it actually involves an elaborate process to get it right. You cannot just dump a few characteristics of someone just because you think they might be interested in your brand.
Client personas are usually based on the demographics, behavioural patterns, and goals of the existing customers of a brand; extensive research; and/or survey.
In this guide, we’ll show you how you can start creating your own client persona. But first, you may ask, why is it so important?
Why do I need a client persona?
The main purpose of having a client persona is to help everyone in the company know precisely who you are trying to sell to. By coming up with a detailed description of your target customer, you can tailor-fit your marketing strategies based on what will work for them and what will make them convert. This also gives you the chance to improve your customer experience.
Now, to the fun part…
How do I create a client persona?
1. Do your research.
You can start your audience research by asking within your team.
- Who are your usual customers?
- What do you know about them?
- How do they behave?
- How often do they buy?
The answers to these questions should give you a general idea of who you should be targeting more. There are also forums and industry-related market research reports that you can look into to get more data.
Google Analytics and the insights of your social media accounts should also be able to give you information regarding your target demographics and their interests. That is if you have those set up and you have an existing audience already.
2. Start interviewing customers and qualified leads.
First, you need to know who to interview. Ideally, you want these people:
- successful customers
- new customers
- people referred by these two types of customers
Your interview questions will play an important role too. Make sure that you’re asking questions that will make them identify their pain points, their concerns, and what they did to find solutions. You also might want to pay attention to how they tell their stories. Remember, you want to know how they behave, and that will help you get to know them better.
3. Gather and organise all data.
Once you have all the data needed to create your personas, you may start segmenting them. It could be by industry group, income, gender, etc. At this point, you should also be able to identify your core customer group. Whether they are a group of 30 to 35-year-old stay-at-home moms who love to binge-watch shows like The Great British Bake Off or 20-something professionals who are passionate about fashion, you now have all the necessary information you need to create their profiles.
4. Create profiles.
In creating a profile, be sure to be as realistic as possible. For example, if you’re targeting people from a specific country, make sure that even the names that you will give your personas are appropriate. William from the UK sounds about right. Even Satoshi from Japan.
Once you have identified all your personas, you can now start creating your unique selling proposition and customise your marketing strategy that will get them through the buyer’s journey.
Creating a client persona definitely involves a lot of work. Whether you choose to do manual research or opt for a data tool to make life easier, knowing what could make your customers tick can be really helpful if your goal is to boost sales, create brand loyalty, and build trust.