While messaging documents and brand positioning frameworks can help marketers stay on message about a product or service, they don’t usually go very far to help you ensure that you understand your audience in detail – their roles, responsibilities, needs, and wants. That’s where personas come in.
Personas enable you and your marketing and creative staff to get into the mind of your customers
and prospects. And when you understand your audience’s world and their motivations, you can create experiences and content that engage them more deeply.
To do this, start by defining a persona for each of your target buyers and influencers. Give each persona a real name, a title or position, tasks they need to accomplish, relevant demographic info, problems, needs, and wants. A good persona description also includes a narrative that describes the flow of that person’s day, including their skills, attitudes, environment, and goals.
Then share the personas with everyone on the marketing team as well as external agencies and creative partners. Hopefully you also have an engagement platform that will let you use the personas you define to track site visitor behavior and gain greater insight for optimizing your digital marketing efforts.
Personas enable you and your marketing and creative staff to get into the mind of your customers
and prospects. And when you understand your audience’s world and their motivations, you can create experiences and content that engage them more deeply.
To do this, start by defining a persona for each of your target buyers and influencers. Give each persona a real name, a title or position, tasks they need to accomplish, relevant demographic info, problems, needs, and wants. A good persona description also includes a narrative that describes the flow of that person’s day, including their skills, attitudes, environment, and goals.
Then share the personas with everyone on the marketing team as well as external agencies and creative partners. Hopefully you also have an engagement platform that will let you use the personas you define to track site visitor behavior and gain greater insight for optimizing your digital marketing efforts.
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