In the competitive marketplace, a deep understanding of an audience persona is essential. In fact, the audience persona (buyer persona) is a representation of your ideal customers or prospect`s features, based on detailed market research. Knowing demographic characteristics, behavioral patterns, audience`s goals and motivations is vital in order to develop your own audience persona.
Why do audience personas matter?
Initially, a deep understanding of the audience persona has a critical role in implementing marketing strategies like branding and creating a brand identity. In other words, identifying the characteristics of the target audience lets you send your message efficiently to the right person, with the right tone of voice, and at the right time or, you may lose lots of potential customers. Moreover, a broad understanding of the audience persona enables you to optimize your current structure and gain insight into all organization`s activities like marketing. Additionally, without knowing the audience persona, you may waste time and money developing products and services or implementing content marketing strategies that are not properly fitted to your target market. As a result, creating a positive user experience and meeting customer`s needs will result in generating leads and positive user experience. Then, use the appropriate strategy to convert potential customers into loyal customers. Thus, you will increase the rate of return on investment (ROI) and build a trustable relationship.
Due to the wide range of audiences in digital marketing, identifying the audience persona is significantly important. Furthermore, choosing the type and designing a business “digital assets” such as website and social networks, depends on the audience persona a lot. For instance, companies that send a similar message to a broad range of audiences or create content for social networks regardless of their audience`s demographics characteristics, are not aware of their target audience. They also do not use emotional quotients(EQ) to discover the audience`s needs and challenges. They cannot, therefore, grab the audience’s attention, despite having high-quality content. In this situation, it will not provide a positive return despite the high cost of advertising and content creation.
It should be noted that the audience persona is changeable. The more you figure out about the audience, the more accurate the audience persona can be developed.
How to develop your own audience persona?
Each business may have more than one buyer persona based on their industry. In the beginning, divide the audience into general categories and then go to the details for each group separately. For instance, buyers can be divided into wholesalers and retailers. In the next step divide the first categories of buyers based on their gender and describe each category with details. Here are some tips that help you develop an audience persona:
- Demographic characteristics and personal information such as gender, age, education, location, marital status, and family size
- Interests, hobbies, and skills
- Challenges and daily concerns
- Goals and dreams
- Job title and expertise
- Average income
- Communication with family and friends
- Average time spent in the digital world
- Favorite media or website
- Foreign language skills
- Average weekly studying time
- Average time spent watching TV daily
- Buying habits and effective elements on the decision-making process
- Challenges, concerns, and obstacles in buying process
If you recently start your own business, you can use the data in Google Analytics to recognize the audience persona and get some useful information about demographic characteristics like location, acquisitions, click-through rate and conversion rate which is the most interesting part of the website for the audience. Otherwise, by analyzing the competitor`s digital assets, tracking the audience and their relationship with competitors you can gain an overall insight into the audience.
In order to have sales growth and leave your competitors behind, rely on Macan digital marketing agency to do market research and identify the audience persona.