Tired of Marketing Messages That Fall Flat? Hone Your Tone with Customer Personas

Tired of Marketing Messages That Fall Flat? Hone Your Tone with Customer Personas

 

The Internet has long been the new market square. Countless people around the world use it to find the people, products and services they’re looking for. The challenge for businesses and the marketers who help them is making sure they’re found by the people looking for them.

SEO is part of being found online for sure, but equally important and arguably more within your power to control as a marketer or business owner, is how you organize your content. If you’re tired of wondering whether or not your marketing messages are breaking through the clutter, consider customer personas and how using them can help you connect with the right people at the right time.

What is a customer persona?

If you’ve heard about inbound marketing, you might already be familiar with the term ‘customer personas;’ they’re one of the most critical aspects of an inbound marketing strategy. Customer personas are foundational in that once you create them, you can organize all of your content around them.

When we saw that analyzing our current customers could help us find our ideal customers (the people we should be trying to speak to online), we were all in on creating customer personas and organizing our content marketing efforts around them.

According to Hubspot, which is a leading authority on inbound marketing, customer personas are, “semi-fictional representations of your ideal customer based on real data along with some select educated speculation about customer demographics, behavior patterns, motivations and goals.”

At OBI Creative, we use our customer personas to guide all of our content creation and publication activity. We love research because of the validity it brings to marketing efforts, so the idea of digging into the details of who our customers are and why they come to us for help resolving business challenges and seizing growth opportunities was exciting from the start.

When we saw that analyzing our current customers could help us find our ideal customers (the people we should be trying to speak to online), we were all in on creating customer personas and organizing our content marketing efforts around them.

How does a customer persona help you connect with your ideal audiences?

A customer persona helps you connect with consumers motivated to purchase your products in two critical ways:

  1. Personas help your ideal audiences find you.
  2. Personas help you find your ideal audiences.

If you take the time to research your current customers and write personas based on them and then let those personas collect dust on your hard drive, you will see no real benefit from your customer personas. If however, you use them every time you create a piece of content, they can really help you connect with your ideal audiences. This is because they aren’t just target markets and job titles. A customer persona tells a story about a subgroup of your actual customers – their pain points, interests, hobbies, family life and background.

Every time you create content, whether it’s a blog post, tweet, Instagram photo or email – you want to write it with a specific customer persona in mind. That will help ensure that your content attracts people positioned to connect with your brand and find value in the products and services you offer.

Your customer personas also help you locate where your ideal audiences interact online. Once you know that information, you can put yourself there so that they will find you. Personas are also helpful for creating products and services that your ideal audiences want and will use.

Once you’ve done the hard work of figuring out what motivates your ideal audiences as well as what challenges and delights them, you can design content, products and services around those interests, needs, pains and desires. That work will lead to a better understanding of your customers, which in turn can inform all aspects of your operations – from sales and acquisition to service and ongoing customer relationship management.

Looking for more information on customer personas and how to create them? Check out OBI Creative’s blog post on how to create your own customer personas.

05/18/2018 12:46 PM |Add a comment
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