Standing on a busy street corner, yelling at passing pedestrians is just as effective as shouting your marketing message into the hollows of the internet.
THIS COULDN’T BE FURTHER FROM THE TRUTH
My best friend and I have different reasons for emotionally responding or not responding to a brand, or a need in our life for their product.
How can you make sure your marketing speaks authentically to the right people?
CREATE USER PERSONAS
Start with the basics
Yes, give them a name.
What is their day job?
Where do they live?
Highest level of education completed?
How old are they?
How much do they make a year?
What do they enjoy doing for fun? With their family? What are they passionate about? What do they wish they had more time for?
Then dive in
PRIOR EXPERIENCE WITH YOUR PRODUCT OR SIMILAR PRODUCTS
Is your persona a repeat customer? Are they experienced with this product? Are they new to your brand? Their experience level dictates how you introduce them to your product and how you retain them.
MOTIVATIONS IN USING YOUR PRODUCT
Why does your persona use your product? Do they care how your product is made, what it’s made of, who manufactures it, or how it’s shipped or sourced? Understanding your users’ motivations can help you strategically create brand loyalists.
ROLE IN PURCHASING DECISIONS
Do partners agree that your product is worth what it costs? Or does your persona buy your item without another person’s input? Is your persona buying for someone else, or is it meant for them?
How much are they willing to spend on your product?
TOP THREE CONCERNS
In your persona’s day-to-day life, what are their top three concerns? Financial security? Independence? The wellbeing of children? Identifying those outlying factors, separate from your brand, can help you understand why your customers make the day-to-day decisions they make.
CURRENT MEDIA CONSUMPTION
Are they on social media? Which channels? How do they get their news? Do they research news stories on their desktop computer? What do they use their email for? These answers can pinpoint where to digitally talk to your persona. Not everyone is on Instagram, so why would you build an Instagram-only campaign?
At the end of this exercise, you should be able to identity 3-5 different personas who feel like real people: your living, breathing customers. Now when you go into team brainstorms or need to personalize your marketing towards a specific segment, ask yourself, “Does this content resonate better with Tori or Cher?”