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In order to develop relevant content in social postings, marketing messages, and web pages, you must know your audience.
When you're trying to buy the ideal gift for someone, you visualize them and think of their needs while you are shopping or planning to shop. You run through a mental list of needs, wants, hates, loves, interests, and perhaps ambivalence. Building personas is the same exercise, just on a commercial level.
Defining personas, or profiling and documenting the needs, wants, desires, and other attributes of each type of person who buys from (or interacts with) your company is a process that will help you to:
Write relevant copy that is both engaging and useful to each member of your audience.
Segment your lists so that messages to the list are more targeted.
Develop triggered marketing campaigns that will nurture leads and convert them to customers.
Create web pages that answer actual questions and address tangible pain points.
In this document, we'll discuss the importance of profiling personas.