You’ve probably heard the term “persona” many times in marketing content. It is the definition of a character, or semi-fictional avatar, which summarizes the ideal customer profile for a brand, the customer’s lifestyle, needs, pains and anxieties. Unlike the (more comprehensive) target audience concept, this approach is more personal and has been used to guide the creation of engaging and effective strategies and content. However, many entrepreneurs still have this doubt – how to define the persona?
Define your persona environment
Where they live: Knowing where a person lives is important for content production, given the cultural, geographic, and political differences from one place to another. Mainly because it helps the marketing and sales teams to know if the person is close to the company.
The language of the audience largely dictates how and where disclosure should be made. It is necessary to know more specific things, such as: if the client uses slang, if he still consumes print media, if he eats meat, if he likes the beach or if he prefers film crews, etc. It is these specific characteristics that make a product a representation of someone.
While the target audience is more general because it takes into account common data from a wide range of people, the characters (personas) are deeper and bring a personalized message, let’s say, human, taking into account life situations and facts about them. We try to learn more about the client’s environment, the reality around them, the pains, challenges and problems they face every day.
Define the persona’s personality and goals
This is representative information on how to choose the role based on the data collected. You’ll see the character’s frustrations and motivations: choose a name, a representative photo and write a biography to illustrate her actions and personality.
This is where you will emulate. This sounds redundant, but it’s not! Give it a name, age and occupation. Describe your day. Create a story. Talk about your daily habits, dreams, personal and professional goals. Include all the information collected in the study in this narrative. It’s important to think of this persona as a real person because all of your digital marketing content comes from them.
Personality: Concise character traits such as “materialistic or aloof”, “analytical or bold” and “extroverted or introverted” help to understand not only the person, but the company he works for. Furthermore, knowing the prospect’s personality is an advantage when making business proposals, as the seller has a better idea of how to deal with each one.
Define your persona values
Psychological segmentation is related to the character’s values, perspectives and goals. This is an important part of the profile as more and more people insist that companies share values, voice their opinions and participate in the global conversation.
These emotions will be part of the customer’s journey from start to finish, whether it’s the way they look for the brand or the feedback they receive. Therefore, it is important to confidently use the character’s emotions and personalities, but always consider the ethics of the ad.
Personas are ideal consumers for your business. That’s why it can only be created based on real customer and prospect data. In addition to issues such as behavioral and demographic characteristics, more personal factors such as life history, goals and concerns must be considered.
Examples of personas:
John, 23, programmer, recent college graduate, single. He lives in a medium-sized city, a technology hub, he rides his bike on weekends. He makes purchases at the market via the internet and in person. Subscribe to streaming movies and series. He does not cook and consumes ready-to-eat foods frequently.
Marianne, 36, psychologist. She practices yoga and light jogging, is a vegetarian. Married, with small children. She goes to parks on weekends and travels by car. She cooks on weekends and cares about sustainability.
Robert, 64, businessman investor. Divorced, he works in a hybrid system and travels frequently by plane and executive transport (car). He is disciplined with food and exercise for health needs. He wakes up very early and reads economic news.
I’ve already defined the persona, what to do next?
Defining the persona is essential to create strategies for all stages of the sales funnel and consumer journey. However, before defining the actions to be performed at each stage and creating them with the persona in mind, the most important thing is to provide yourself with information about them. Thus, after defining the persona, the next step will be researching the persona. There are many ways to do this, however you can start your online search by asking questions in social media groups related to the persona you have defined, or even create your own surveys with online forms for a group of volunteers willing to respond. In an upcoming article, I will address these possibilities.
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