What is a persona?
In simple terms, "persona" is a kind of customer model, which analyzes the potential customer base of the brand or product by describing all aspects of the person in detail, thereby assisting the brand in planning various marketing activities.
Why build a characterization?
Before planning any marketing strategy, the first step must be to determine "who is your potential customer base?" and understand them deeply, rather than relying on intuition.
When we have a clear understanding of the potential customer base, marketing copy and strategies can start from their interests, daily habits, and pain points. Only by thinking from the customer's perspective can we truly understand their needs. After that, according to their needs, they introduce related products and services, and the chance of successful sales is also higher.
If we don't know who the potential customer base is and we start a marketing campaign, it's like looking for a needle in a haystack, and we end up spending a lot of resources and failing to achieve the desired sales target.
How to start building a characterization?
The characters in the biography can be fictional or real. As for how to start building a persona, see another article for details: Building a "Buyer persona" ─ Impressing the hearts of guests .
How many characters are enough to construct?
Depending on the attributes of the product/service, a product can also construct many personalities. Moreover, the company will not have to sell only one product, and the potential customer base of each product can also be different.
If the potential customer base is very broad, it is recommended to design 2-3 personalities first, targeting those customer groups that you most hope to target, and then gradually expand to other customer groups.
After designing the persona, how should it be used?
After designing the persona in mind, you should let colleagues in other departments understand what the potential customer group is, so as to make future marketing work smoother. For example, front-line sales staff can understand customer preferences and know how to sell to customers; designers can design more convincing and heart-touching copywriting according to the preferences and terms of this customer group.
Does the persona need to be updated regularly?
Characters can be updated. Through feedback from front-line sales staff, we can better understand customers' real life habits, preferences, opinions after using products, etc., so as to have the opportunity to explore different sales angles. So, the persona is an opportunity to be updated.
If you sell the same product for a long time, you can regularly communicate with sales staff and customers and review the persona built in the past, there is an opportunity to discover new entry points or develop another new group of potential customers.
Are there any tools to assist in characterization?
A persona is a bit like a resume, detailing the person's personal information, preferences, habits, mantras, etc. In simple words, you can use Word, Excel, or Powerpoint.
If you want to be more refined or those who are not familiar with the steps to build a persona, you can use free online tools, such as: Hubspot , Xtensio , just fill in the text and pictures according to the preset form, you can create a concise and beautiful persona.
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