Today, we no longer address only a target but a persona to refine our communication as much as possible. So what is it, why and how to define your persona?
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Why define your persona?
A persona is a robot portrait of your customers . Your communication strategy starts first and foremost with your target and you will have as many personas as target segments (it is better to limit yourself to two or three).
This is a fictional person who allows you to better qatar whatsapp understand your targets , their expectations and their behaviors.
Be careful, this is not about inventing a person who doesn't exist! (Yes, sorry to break your dreams but you can say goodbye to the four-armed Martian who sees through walls: but what product can adapt to him?!?)
The goal is to match your personas to real customers who may exist. And I give you two tips to better achieve this:
Rely on customers you already have (if applicable)
Conduct a survey or market research to collect data about your customers.
You will be able to better meet their needs by addressing them in the most accurate way possible, whether through your communication on social networks, on your website or on your blog.
Read also: How to define your brand values?
Examples of business personas
So that you can better understand what I'm talking about, I suggest I draw a portrait of two personas .
Be aware that beyond 3 personas, it becomes complicated to communicate without spreading yourself too thin: your product or service must not be aimed at everyone, at the risk of not corresponding to anyone... Or, you really have very different products each time which are aimed particularly at one persona.
Let's start with a family business that sells jeans produced in France .
The character Josette
Josette (who much prefers to be called Josy, we understand why) is a young 27-year-old executive, recently entered into working life.
She works a lot, doesn't count her hours and devotes the rest of her free time to her hobbies: reading and shopping. For some time now, she has been paying more attention to the ethics behind the clothes she buys and she no longer wants to give her money to fast fashion brands.
Plus, she's sick of her clothes not lasting. So she checks Instagram for brands that are more environmentally and people-friendly and produce sustainable clothing. She's an ideal customer for the jeans company.
The character Hubert
Hubert is 55 years old but he doesn't look it according to his friends. It must be said that he keeps his figure and takes care of his skin so as not to age too quickly. Divorced for three years, he is rediscovering the single life and he wouldn't want to end up alone so it's better to stay in fashion. And for that, he has to redo his wardrobe which is a little old.
Shops are not really his thing, but he wouldn't mind some personalised advice. He reads a lot of blogs to stay up to date. But be careful: there's no question of buying just any clothes produced thousands of kilometres from here. Hubert claims to consume locally, even when buying his socks!
Two personas for a company selling jeans
Hubert has nothing to do with Josette but he is also an ideal client for a French jeans brand.
Based on these two personas, the jeans brand can direct its communication by emphasizing its manufacturing in France and its family and ethical values . It can be present on social networks like Instagram to reach all the Josettes and publish blog articles for all the Huberts.
Read also: How to define your editorial strategy?
How to define your persona?
The more detail you go into about your persona, the more you will know how to address them.
Gone are the days of mass-marketed, poorly targeted advertising. You don't want to sell to just anyone, but to consumers who identify with your values and products . Defining your persona allows you to adopt a distinctive communication style that won't please everyone but will perfectly match your customers.
Ask yourself several types of questions and don't just focus on the age, gender and profession of your personas:
What does he do with his day?
Does he have children? How old are they?
Is he married, in a relationship, divorced?
What are his passions, his hobbies?
What does he read? What does he watch on TV?
What social networks does he follow?
What is their biggest problem right now? How can your brand solve it?
What are his fears? His challenges? His goals?
What are his purchasing preferences?
As an SEO consultant and web copywriter , I need to know my clients' personas . And if you don't have any, I help you determine them so that I can address your target audience in the most accurate way possible.
So, have you thought about personas for your business?
