What are people?
A persona , also known as a buyer persona , is nothing more than a representation of your ideal customer, in all its details. This representation can and should be done graphically, with demographic and behavioral data, personal goals, motivations, and stories. They are created based on real customer data, market research, and perspectivas to help businesses better understand who their typical users are.
Personas are primarily used in marketing strategies, product design, and service development to ensure that customer needs, wants, and preferences are effectively met. They help businesses humanize their target audiences, allowing marketing and development teams to focus on creating relevant, personalized solutions.
This way, you'll be able to see how to reach your ideal malaysia email list customer, what content to create, and how to approach your ideal customer. Ultimately, you'll be able to determine exactly the ideal plan to win over your customer. Therefore, the more information you have about your audience, the more focused and objective your campaigns will be.
But after all, how should we create the person?
Origin of the term
The term persona, although widely used in marketing, originated in the technology field. Entrepreneur Alan Cooper was developing project management software in 1983. To understand how best to develop the product, it was necessary to deeply understand the user's needs.
Alan then came up with the idea of studying the company's most important customers. He also thought of interviewing colleagues who had the same user profile. In this study, a fictitious user named Kathy emerged.
The first experiment with the persona was a success, but the term did not emerge until 1998, when Alan Cooper published the book "The Madmen Rule the Sanatorium". Alan uses the differentiation between persona compradora – the future customer who has not yet made the purchase – and persona de usuario – the customer who has already gone through the purchase experience.
Creating the persona
To create one or more personas, the first step is to write down everything you think you know about them. So, start with basic information, such as gender, age, education level, job title, and work your way through. It's important to include other questions, such as this persona's goals and challenges, what social media and websites they use, whether they like TV, what mode of transportation they use (even what type of car they use, if applicable), and their main leisure activities. This way you'll have a general outline.
It is essential, at this point, to align the information with the sales team . After all, they are the people who are in most contact with customers.
The second step is to start researching. You need to gather data, both qualitative and quantitative, within a script that you will put together based on the draft you developed and refined with sales. Conduct interviews with existing customers, potential customers, and other partes interesadas to gain deeper insight into their needs, motivations, preferences, and behaviors. It is also helpful to conduct online and offline surveys to gather quantitative data.
If you have a good contact base, you can create your first notes based on the knowledge you already have about your list. We also talked about lists in another article and segmenting them will help you even more to create your persona.
To prepare your survey, you can use some available tools, such as SurveyMonkey or QuizBox (which is free) and launch your campaign to collect data. You can also conduct a survey using Formularios de Google , also free.
What to put in the search
There are a few key questions to include in your survey. The first one is about why people on your list contacted your product or service or chose your product or service. This way you will understand the main objective, which will be very important for us to narrow down the information we will collect.
Other questions about the purchasing process will also be key. Ask how they came across your product, which competitors they contacted and where they researched the topic. Include spending and leisure habits and how often they purchase products and services similar to yours.
Designing your characters
Based on the information you have collected and what you have initially noted, we will literally draw our ideal client. The data to be filled in, together with this visual representation, must be available to all the people in the company involved in the marketing and sales processes. It is therefore necessary to carry out an alignment that will be essential to fine-tune the content discourse of your funnel and, subsequently, of your sales team.
The mandatory data are the following:
Name; Gender; Age;
Position/Occupation; Company;
Level of Education;
Main objectives (what are you looking for?);
Main Challenges (what problems do you see ahead?);
How can we help you solve your problems (do we have a solution?);
What do you like to do most?
If you want to reach further, even better. The more information we get, the better we can define the content to fully reach people.