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What is a marketing persona and how can it refine your audience targeting?

When you’re trying to understand your customers, marketing personas can help you paint a clear picture of who they are and what they want.

Most businesses have more than one target audience, so it’s important to identify your key target audiences and how they differentiate.

Marketing personas allow you to humanise groups within your customer base and personalise your marketing on a broader scale.

Put simply, a marketing persona is a fictional profile of someone who represents an actual customer.

It should feature the who, what, where, when and why of a particular group of customers, as well as their age, gender, location and other demographic information.

How your business can use marketing personas

Marketing personas can help shape your marketing strategy and craft messages that speak directly to a specific audience.

For example, a barber may develop a marketing persona if they are looking to attract a younger target audience that is willing to pay more for a trendy haircut.

To start off with, this persona might be called John, who is a 25-year-old man that works in professional services and lives in the city.

As you add further details to the persona, you will develop a clearer idea of who they are and want they want from your product. For instance, if you expand on John’s persona, he may be the type to also own a dog and wear branded sportswear.

You can tailor your marketing plan to your persona, whether it’s how you design your product or how you advertise your service to this market segment.

How to create a marketing persona

Begin by giving your persona a name, age range, gender, location, job role, education level, family and work experience.

Consider what their interests and goals are, what their shopping habits are and where they are likely to get their information from.

Then think about why they need your product or service, what problems your product or service solves for them, and why your persona would choose your product or service over a competitor’s.

You might want to come up with an elevator pitch that directly targets this persona if you really want to nail down your audience.

Get the get right advice

Creating marketing personas may seem simple, however they take time and thorough research to perfect.

Getting your marketing personas right is important too, otherwise you may end up marketing to the wrong customers.

If you need advice or support in refining your personas or marketing strategy, then the team at Assemblo can help.

Assemblo is a full-service marketing agency based in Melbourne that has helped many businesses identify and reach their target audiences through effective marketing activities and strategies.

If you want to learn more, give us a call on (03) 9079 2555 or drop us a note via the contact form below.

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