The first steps to persona-based marketing

Persona-based marketing is increasingly becoming the most effective product promotion strategy. The reason for this is that it requires you to put yourself in the shoes of different customers groups. It is from this perspective that you are to view your product. It enables you to customise your content to meet the specific needs of each of customer. It makes handling your leading prospects easy as you have an idea of their needs.

Like all things worth having in life, it is not easy to crack the art of this marketing plan. Nonetheless, three actions can set you on the path of successful persona-marketing.

1. Identify different personas

The first step is to create a list of various customer types which your business is likely to interact with. It is a task that should not be left to an individual. Surveys and interviews of people who handle customers are the best ways to develop relevant personalities. The right people to interview are salespersons, customer service providers and the customers themselves.

2. Create persona details

You must have an in-depth understanding of your target's personality, weakness, fear, strengths like and dislikes. Only then can you have an accurate view of your product from their perspective. Some of the details to fill in the profile building are;

• Name of the persona

• Gender and age

• Job, company and role

• Interests, goals, values and challenges.

The demographic information can be developed from Google Analytics, survey information and community feedback.

3. Build or review content

Once you have understood your target market the next becomes simple. Complete your persona-marketing strategy by building compelling content to suit their needs. The current content should be adjusted for different personas. For best results, the content should match the needs of each target group. Identify any gaps in your current content and fill it with relevant information.