What happens when you target every single person in your target audience pool together? You will land up capturing none of them. The problem is that your message reaches out to everyone and the problem with everyone is that – each person has their own motives and problems. While you can’t create specific and individual messages for every individual, what you can do is create personas and group your individuals in those personas. Persona marketing can you give you an advantage over your competitors.
Three Data Sources
Before you dive in and start creating personas, you need data. For that, you need to look at three data sources.
Site Analytics Your website is a treasure trove of information. Where is the audience coming from? What keywords do they use? How much time do they spend on your website? what pages they are visiting? Where are they clicking (Yes you can get this data through heatmaps)? What are they reading(You can track that through scroll maps)?
Social Media Every social media page also presents its own analytical data. Here’s how it looks on Facebook:
Ask your Audience: You should reach out to your audience and conduct surveys and interviews. You can use tools like Hotjar. This is to actually ask your audience personalized questions to understand them better.
If you have a customer and sales team, ensure that you involve them in actively in the process of building customer personas as they have interacted with customers.
The Golden Fours of a Persona
To create a persona, it needs to have golden fours:
Background: Location? Age? Income level? Background covers the most basic information about the persona.
Goals: What are the motives of the person?
Hobbies and Interests: By learning about their interests, you can discover unique ways to market to your audience.
Fears: Fear can be a big motivator to push your customers to make a purchase, so you have to know what fears the persona has.
These four will get you started, however, you can go more in-depth by having values, demographics challenges and opportunities also mentioned.
Here’s a look at how it would be if your created personas for a travel website and marketed it to them.
Who doesn’t travel? Everyone does and this makes marketing difficult – because everyone travels for a different reason.
Four Traveling Personas: Careful adventurer, travel opportunist, practical traveler, and adrenaline junkie.
The Careful Adventurer – Carla
The careful adventurer is, well, careful. But that’s not just it. The careful adventurer wants the trip planned from A to Z even before stepping into the airplane. She also wants to have a safe trip with most of the comforts that she lives with at home. She doesn’t travel often and prefers to travel only once a year. And, for all of this, she is willing to spend a little higher than the usual budget traveler.
The Travel Opportunist – James
The travel opportunist is willing to travel at the spur of the moment. He has disposable income to spend, but is also looking for a budget travel. He is looking for quick getaways; to go for a weekly holiday. Also, he takes multiple trips throughout the year.
The Practical Traveler – Steve
The practical traveler is a business and family traveler. He’s either traveling for business or traveling with family. Comfort is a big priority for him during the stay. He’s not looking for an adventure as such; maybe a bit of sightseeing. He wants the best route to a location without any troubles.
The Adrenaline Junkie – Lara
The adrenaline junkie has a large appetite for adventure – hiking, river rafting, rappelling. She wants to go to the best locations to have the best adventure. However, she does want to get to a location with a basic framework of a plan.
Now comes the bigger challenges – marketing to these respective personas.
Your website needs to be holistic and target each of these personas. Your home page should capture the attention of each of the personas. If you have a website carousel, each carousel can target a specific persona. You craft travel packages and travel plans according to the personas.
Advertisements are truly where the personas shine. Rather than create advertisements that target your audience holistically, create ads that target each persona. Here’s how you can advertise to your traveling personas.
An ad for the Practical Traveler:
An ad for the Careful Traveler:
An ad for Travel Opportunist: Source: http://gdj.gdj.netdna-cdn.com
An ad for adrenaline junkie:
Regular blogging is a must to ensure your website has a good SEO rank. Craft content that your audience wants. Since you have personas created, you can create content that interests them specifically.
The Careful Adventurer – Carla: Carla wants to know how can she plan the best way possible.
The Travel Opportunist – James: James wants to know what are the best places he can get to quick and within budget.
The Practical Traveler – Steve: Steve wants to go to locations where he can unwind and relax with his family.
The Adrenaline Junkie – Lara: Lara just wishes to find new locations, exciting and hard to get places.
If you are writing four blog posts a month, ensure that one blog is written per persona.
Personas are key to breaking up your target audience further and offering them products, services and communication that captures them according to their fears, wants and needs. Few things beat customized marketing and personas marketing helps you stay on top.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.