Every great marketing plan involves knowing who your customer is and how to target them. To achieve this, creating a customer profile is essential.
A customer profile helps you identify who your customers are as well as their needs and desires. You are able to determine why a customer would buy your products and services. It breaks down their demographic, background and psychographic. You’ll understand their location, education, gender, buying frequency, interests, and values.
But how do you build your marketing campaigns, your marketing content, and your website around such generalized information? You really can’t nor can you have it totally centered on an individual’s needs. That is why creating a customer persona is so relevant in today’s content marketing plan.
Your website needs to be interactive. Something specific about your company will drive a customer to your website. Either they are unhappy with their current product or service or looking for more results driven solutions. You need to understand how and why a person would interact and consider your business.
The customer persona breaks down the customer profile, placing a name, face, and personality to them. The customer persona is a mental model and helps your organization turn more leads into customers. Use the following 8 steps to help create your customer persona.
Step 1: Conduct Important Interviews
The best and most accurate way to paint a picture of your potential clients is to analyze your current client database. You can conduct surveys on your website or from your email list and ask thorough questions. Hub Spot identifies excellent information to gather in their Create Detailed Buyer Personas article.
Step 2: Give Your Customers a Name
Who are your clients from the information you gathered? Their name should tie with their title. You should have a Sally, who is a buyer for a corporation. You have Mark, the VP of Sales. Anna is the organizations trainer.
Step 3: Get an Understanding of Their Personal and Professional Background
You’ll want to develop an understanding of what knowledge the customer brings to the table. This is achievable by understanding their personal and professional background. You must create content in languages they understand. You don’t want to patronize a customer and bore them with minor fluffy details when they have built a database themselves. Engage on their level.
Step 4: What Are Their Work Objectives?
Identify what the problem is they need a solution for. It does not necessarily need to be an existing problem. It could be something they hope to avoid.
- Budget management
- Employee retention
- Contract management
- Training more efficiently
Step 5: Identify How Your Customer Persona Generally Shops
How do they purchase products? Do they need their hand-held by a sales representative? Or is your customer self-directed, of which they can find exactly what they need and make the purchase on their own.
Step 6: How Will Your Customers Find You?
Are they constantly reviewing the latest trends on industry websites? Do they use social networking sites such as on LinkedIn or Twitter? Do they prefer blogs versus whitepapers? Many customers perform extensive research online before making a final decision. So it’s important to be in every corner they are likely to visit, including books (eBooks), newspapers, and magazines.
Step 7: What Are The Clients Goals?
Identify what the client’s goals and needs are for your product and service.
- Is your client concerned about price and looking to save the company money?
- Are they interested in turning the sales department around with a new user-friendly CRM system?
- Is there just a general interest to see what solutions exist out there for her organization?
Step 8: What Are They Not Interested In?
You never want to waste a customer’s time. If they want a solution and have no concerns for the cost of a product or service, then your focus should be how fast and efficient they find that solution. Maybe they want one solution and not to integrate multiple vendor products.
Once you have all this information, you can create the targeted customer persona. Keeping it simple is still the best method – three through seven personas are ideal. Now you can start creating marketing content around each persona. Your potential customers will find your products and solutions easy and get just what they want from it.