So, you have a website and you’re using LinkedIn and Facebook to promote your business but do you really know who you are talking to?
We all adjust the way we speak, or write, according to the situation and who we are speaking to. This happens quite naturally and often, we don’t give it much thought. However, when it comes to talking to customers, it is important to consider the needs and motivations of those reading your content, your customers. So how much do you really know about them? Do they prefer to interact with your brand via Facebook or LinkedIn or would they prefer to chat to someone via your website chatbot or find out more by reading an article?
Personas, are an excellent way of defining who your customers really are and how they want to interact with your brand. A persona acts as a guide for defining your communications objectives, your content and your brand voice. They serve as a reference point for the whole business and provide a focus when developing new products and services. Customers that feel connected to brands, are much more likely to become advocates of those brands.
Personas have three key benefits:
- They provide an insight into the minds of your customers.
A well-crafted persona allows all staff in your organisation to get into the minds of your customers. They enable your marketing team to go beyond the standard sales-style content, to give your customers and potential customers, a real reason to invest in your brand. It helps to create the foundation for deeper relationships and loyalty.
- They’re built on data.
We use internal and external data to create personas that give an in-depth view of your customer segments. Ideally, this involves conducting a workshop with customer-facing staff, as well as using a range of data from digital marketing analytics to questionnaires and surveys. This authentic information is incredibly useful when it comes to both building a brand’s reputation and maintaining that identity over time.
- They evolve.
No set of personas is static, and neither should they be. It’s important that they are reviewed and improved with learnings from analytics and customer feedback.
So, do you really know who you’re talking to?
To learn more about how personas could work for your business, contact [email protected]