So how do you actually get started with persona marketing?
Posted: Wed Jan 29, 2025 6:01 am
So far, we have explained the basics of persona marketing.
Below we will explain the steps for creating and setting up a persona.
In-house analysis
Gather persona information
Existing customer survey
Conducting interviews and surveys
Web Access Analysis
Create a persona
Implementing the PDCA cycle
1) In-house analysis
The first step in creating spain cell phone number list and setting a persona is to analyze your own company.
First, let's use the framework called 3C analysis (Customer: market/customers, Competitor: competitors, Company: your company) to analyze your company's strengths, weaknesses, market value, etc.
Analyzing your own company will help you understand the value of your products and services, and give you a concrete image of the customers who need them.
②Collect persona information
The next step in creating a persona is to gather information about them.
Once you have a rough idea of what your target is at the initial stage, narrow it down further and work with the entire team to gather information about the persona.
Specifically, you will need to set information such as the persona's name (initials), age, gender, place of residence, place of origin, occupation, annual income, hobbies, how they spend their weekdays and holidays, their concerns, and their product purchasing process.
The important thing to note at this stage is to set specific information not only about the persona's attributes but also about their psychological information.
In addition to these, it would be a good idea to add other items as necessary depending on the situation, such as social media usage, whether or not you have children, and frequently visited websites.
③ Existing customer survey
Once the settings for the persona have been decided, the next step is to prepare to actually create the persona.
The first data collection method is a survey of existing customers.
By surveying existing customers, you can find out their satisfaction and dissatisfaction with your products and support, and use the information to improve your business.
④ Conducting interviews and questionnaires
Conducting interviews or surveys is another effective method of collecting data.
Interview and survey as many people as possible, and extract only common information from the data obtained.
The important thing to note here is that you need to repeat the hypothesis and verification process multiple times, rather than just doing it once and then being done with it.
⑤Web access analysis
Next, we will collect data about website access and analyze user behavior.
By analyzing web access, you can understand users' purchasing processes and devise effective strategies to attract customers.
⑥Create a persona
Once you have collected and analyzed enough data, it's time to actually create a persona.
Here, you will need to use data obtained from interviews, web access analysis, etc. to fill in the items that were decided in the initial stage.
The key point is to work out the specifics so that all team members have a common understanding.
For example, if you are a company that develops products and services for women, you could set up a profile like "Yamada Hanako, 30 years old, female, office worker (leadership position in the marketing department), married with two sons, busy every day and has difficulty finding time for herself, often purchases products online."
In the case of B2B companies, the personas are set as employees of the company, so items such as job title, decision-making authority, department, number of people in the department, gender, age, work style, and information gathering media are required.
⑦ Implement the PDCA cycle
Persona marketing is not something that is finished once it has been carried out; it is important to evaluate and analyze the results and make repeated improvements.
When implementing the PDCA cycle, be sure to evaluate whether the way you created your persona was appropriate and whether the measures you devised are optimal for the persona.
If there are issues with the initiative itself, it is important for all team members to again exchange opinions from the persona's perspective.
The benefits of persona marketing
So far, we have introduced the steps on how to create a persona.
What benefits does persona marketing bring to businesses?
Below we will explain three benefits of persona marketing.
Understand user needs
The target profile can be unified within the organization
Improve the accuracy of your marketing activities
Below we will explain the steps for creating and setting up a persona.
In-house analysis
Gather persona information
Existing customer survey
Conducting interviews and surveys
Web Access Analysis
Create a persona
Implementing the PDCA cycle
1) In-house analysis
The first step in creating spain cell phone number list and setting a persona is to analyze your own company.
First, let's use the framework called 3C analysis (Customer: market/customers, Competitor: competitors, Company: your company) to analyze your company's strengths, weaknesses, market value, etc.
Analyzing your own company will help you understand the value of your products and services, and give you a concrete image of the customers who need them.
②Collect persona information
The next step in creating a persona is to gather information about them.
Once you have a rough idea of what your target is at the initial stage, narrow it down further and work with the entire team to gather information about the persona.
Specifically, you will need to set information such as the persona's name (initials), age, gender, place of residence, place of origin, occupation, annual income, hobbies, how they spend their weekdays and holidays, their concerns, and their product purchasing process.
The important thing to note at this stage is to set specific information not only about the persona's attributes but also about their psychological information.
In addition to these, it would be a good idea to add other items as necessary depending on the situation, such as social media usage, whether or not you have children, and frequently visited websites.
③ Existing customer survey
Once the settings for the persona have been decided, the next step is to prepare to actually create the persona.
The first data collection method is a survey of existing customers.
By surveying existing customers, you can find out their satisfaction and dissatisfaction with your products and support, and use the information to improve your business.
④ Conducting interviews and questionnaires
Conducting interviews or surveys is another effective method of collecting data.
Interview and survey as many people as possible, and extract only common information from the data obtained.
The important thing to note here is that you need to repeat the hypothesis and verification process multiple times, rather than just doing it once and then being done with it.
⑤Web access analysis
Next, we will collect data about website access and analyze user behavior.
By analyzing web access, you can understand users' purchasing processes and devise effective strategies to attract customers.
⑥Create a persona
Once you have collected and analyzed enough data, it's time to actually create a persona.
Here, you will need to use data obtained from interviews, web access analysis, etc. to fill in the items that were decided in the initial stage.
The key point is to work out the specifics so that all team members have a common understanding.
For example, if you are a company that develops products and services for women, you could set up a profile like "Yamada Hanako, 30 years old, female, office worker (leadership position in the marketing department), married with two sons, busy every day and has difficulty finding time for herself, often purchases products online."
In the case of B2B companies, the personas are set as employees of the company, so items such as job title, decision-making authority, department, number of people in the department, gender, age, work style, and information gathering media are required.
⑦ Implement the PDCA cycle
Persona marketing is not something that is finished once it has been carried out; it is important to evaluate and analyze the results and make repeated improvements.
When implementing the PDCA cycle, be sure to evaluate whether the way you created your persona was appropriate and whether the measures you devised are optimal for the persona.
If there are issues with the initiative itself, it is important for all team members to again exchange opinions from the persona's perspective.
The benefits of persona marketing
So far, we have introduced the steps on how to create a persona.
What benefits does persona marketing bring to businesses?
Below we will explain three benefits of persona marketing.
Understand user needs
The target profile can be unified within the organization
Improve the accuracy of your marketing activities