Customer Consumer Persona

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Customer Consumer Persona

The best small businesses succeed because they fill a need for their target customers. Whether it’s a way to enhance the lives of their customers or solve their problems with a particular good or service, successful businesses know their customers extremely well.  Conversely, businesses easily fail because they don’t understand what their customers want/need, or fail to market themselves in a way that makes customers listen.

Knowing your target audience, no matter which stage of the sales funnel a customer is on, means understanding your customer persona. Then, you leverage your brand to speak the language of each target customer by addressing their needs and understanding their approach to the buying process. We’ll walk you through how to identify your target customers and how to use user-provided information with sophisticated analytics to discover more about your customers.

What is a Consumer Persona

Who are your customers? The best businesses have a deep understanding of who their primary and secondary consumers are and develop a brand relationship with those personalities. Understanding your customers makes your brand more approachable, inviting a relationship between customer and brand – and that’s the key to loyal customers, repeat business, and “brand ambassadors.”

Persona is a generalization of common characteristics of your consumer that result in certain buying behaviors. These behaviors are typically driven by their demographics (as defined by their Cohort) and psychographics (as defined by their Tribe).

In a nutshell, the buyer persona is a functional representation of the essence of your target customers. Once you’ve developed an idea of the consumer’s persona, you begin to understand their motivations for buying and which types of marketing most appeal to them. You may also discover that your business can meet another need your consumers have, and allow you to successfully expand.

Developing the consumer persona takes time and more attention to your customers when they browse your store or visit your website. However, once you understand who is shopping with you, when, and why, you’ll be better able to demonstrate how you solve their problems. This allows you to more consistently align every aspect of your business, from marketing to sales to customer service.

This, in turn, allows you to create marketing targeted to your brand’s consumers and drive the content and creation of your business’s message.

The Importance of Defining the Consumer Persona For Your Brand

I get it! But how do I create a customer persona?

Bringing your consumer persona to life starts by gathering information about your shoppers, including demographic information and input from your current customers. If you aren’t experienced in creating these personas, a marketing company can help you sift through the data collected and construct “characters” along with their motivations to act.

You Need the Right Tools To Unlock the Customer Persona

Learning about your consumers means understanding their buying habits, including how much research they do before purchasing. You’ll also gather information about how they interact with your website and marketing content such as videos, blog entries, and social media posts.

To start gaining insight into customer interaction, Google has a free analytics program for users that categorizes who is using your website, how long they spend on each page, and which pages are the most popular. Or, you may wish for a more in-depth user analysis program that tracks “cookies” about the user. Many websites also have content submission forms, asking users to enter their name, contact information, and details about themselves.

Other ways to gather more information about buyer personas are surveys and interviews about your current customers. For example, local carpet cleaning businesses may reach out to previous and current customers to ask them to identify their needs, goals, and challenges. Then, that company can use the information to create marketing information that speaks to these needs when looking for new customers.

Identifying Goals, Challenges, and Incentives for Personas

Once you’ve established a character for each persona, it’s time to identify the goals each one has and the challenges they face. For example, if you are running a carpet cleaning business, one potential customer may reach out because they routinely have their carpets cleaned. Another may be contacting you to clean their carpets after their basement flooded. Both potential customers have the overall goal of needing their carpets cleaned, but their needs within those goals differ. Understanding the large and small goals of each persona gives you the right approach to address how to achieve these goals in your marketing materials.

Likewise, the challenges each consumer persona faces may differ. The customer who wants a routine carpet cleaning may have a very limited budget and need a business who can accommodate their budget. The customer whose basement flooded are going to be more concerned with how quickly someone can get out to their home. 

The point here is that your business capabilities fall into the needs of both customers. However, in order for you to be able to communicate in both of these circumstances, you need to have a thorough understanding of the persona in order to anticipate these goals and concerns. When you can anticipate these goals and concerns, you will be better able to create content that speaks to those targeted customers. 

Knowing the Persona Defines the Value Proposition

Once you understand who your target personas are and how they tick, you can identify the value you offer them. Are you meeting a need? Solving a problem? How are you, the business owner, uniquely capable of solving the problem in a cost efficient manner with superior customer service. 

Remember, when you’re building your brand to relate to your customers, you move away from transactional selling and towards relationship building. While there is a transactional aspect (eventually you need to close the sale), building an authentic, relatable brand that inspires loyalty means that you have a deep understanding of what your customers need and a sincere desire to help them meet those needs.

Putting It All Together

Buyer personas help you position your brand to appeal to the needs, goals, and challenges your target consumers face. However, for many small business owners, knowing where to start, how to compile consumer personas from raw data, and even where to begin collecting it can be overwhelming. A branding and marketing service can help you, from passively gathering information about your site users’ behavior to collecting information from surveys, content submission forms, and customer interviews, to putting the information together into easy to understand graphs and summaries. If a branding service isn’t within your budget, BROCSway is here to provide you with the tools you need to do it on your own or to provide services that help guide you along the way. 

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Chapter 1: Getting started

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Chapter 2: Coronavirus Cyberattack Statistics

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Chapter 3: General Cybersecurity Statistics

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Chapter 4: Phishing & Email Attack Statistics

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Chapter 5: Industry Cybersecurity Statistics

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Chapter 6: Privacy Statistics

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Chapter 7: Privacy Statistics

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Chapter 8: Privacy Statistics

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