How to build a marketing persona in 3 steps?
Posted: Sat Jan 04, 2025 3:38 am
Some software like Hubspot offers an editor to create them. Here is how, very concretely, to build your personas.
Step #1: Documentary research
The first step is to conduct research to gather relevant information about your buyers. Researching your target audience will help you create a typical customer profile and may reveal interesting details about your buyers that you didn't know about until now.
The most successful personas are those that are based on croatia whatsapp list market research, but also on the data you have on your existing customers. This data is accessible from your analytics tools ( Google Analytics for example), your questionnaires, your satisfaction surveys, your interviews, etc. Even if analytics tools give a lot of information, there is some information that you can only obtain by asking your customers.
Here are the types of information you should try to gather to create robust personas:
Demographic information: age, gender, employment, income level, training/education level, etc.
So-called “psychographic” information, which concerns your customers’ personality, their beliefs, their ways of thinking, their interests, etc.
But also all the information allowing you to answer the following questions:
Why did your customers buy your product?
Where did they buy it? Which channels? Which contact points: e-commerce site, points of sale, etc.
How is your product used? What features or functions are most important to your customers?
What challenges have your customers successfully overcome with your product?
How often do they buy?
What would lead them not to / no longer buy your product?
What are their preferences regarding the method of communication (email or telephone)?
Remember that only potentially actionable information (to better target your marketing campaigns for example) is interesting. Don't waste time collecting data that you will never use.
Step #2: Defining marketing personas
Now that you have gathered all the relevant information about your target customers, you need to organize this information into distinct personas. To do this, identify individuals in your audience who have the same expectations and goals and group them into categories. Each category corresponds to a persona.
For example, if you are a fitness company (with gyms and a website selling weight loss products), you can distinguish between customers who are looking to gain muscle and those who want to lose weight. These two profiles have very different goals. They should be distinguished and separated into two personas. If at this point you realize that you need more information on a particular persona, go back and dig deeper until you have a clear vision of what defines this particular segment and how to engage them most effectively.
As we said, the number of personas varies greatly from one company to another. Some companies have one or two personas. Others may have up to 10, 15 or 20. But, as we said, it is strongly recommended to focus on 2, 3 or 4 personas maximum at the beginning – those corresponding to your main segments.
Step #1: Documentary research
The first step is to conduct research to gather relevant information about your buyers. Researching your target audience will help you create a typical customer profile and may reveal interesting details about your buyers that you didn't know about until now.
The most successful personas are those that are based on croatia whatsapp list market research, but also on the data you have on your existing customers. This data is accessible from your analytics tools ( Google Analytics for example), your questionnaires, your satisfaction surveys, your interviews, etc. Even if analytics tools give a lot of information, there is some information that you can only obtain by asking your customers.
Here are the types of information you should try to gather to create robust personas:
Demographic information: age, gender, employment, income level, training/education level, etc.
So-called “psychographic” information, which concerns your customers’ personality, their beliefs, their ways of thinking, their interests, etc.
But also all the information allowing you to answer the following questions:
Why did your customers buy your product?
Where did they buy it? Which channels? Which contact points: e-commerce site, points of sale, etc.
How is your product used? What features or functions are most important to your customers?
What challenges have your customers successfully overcome with your product?
How often do they buy?
What would lead them not to / no longer buy your product?
What are their preferences regarding the method of communication (email or telephone)?
Remember that only potentially actionable information (to better target your marketing campaigns for example) is interesting. Don't waste time collecting data that you will never use.
Step #2: Defining marketing personas
Now that you have gathered all the relevant information about your target customers, you need to organize this information into distinct personas. To do this, identify individuals in your audience who have the same expectations and goals and group them into categories. Each category corresponds to a persona.
For example, if you are a fitness company (with gyms and a website selling weight loss products), you can distinguish between customers who are looking to gain muscle and those who want to lose weight. These two profiles have very different goals. They should be distinguished and separated into two personas. If at this point you realize that you need more information on a particular persona, go back and dig deeper until you have a clear vision of what defines this particular segment and how to engage them most effectively.
As we said, the number of personas varies greatly from one company to another. Some companies have one or two personas. Others may have up to 10, 15 or 20. But, as we said, it is strongly recommended to focus on 2, 3 or 4 personas maximum at the beginning – those corresponding to your main segments.