How would you rate yourself at connecting with your customers?
- Do you have the ability to predict their preferences?
- Any inclination of what keeps them up at night?
- Do you understand their behavior patterns?
- How familiar are you with their schedules?
- What activities take up most of their day?
- Have you identified their priorities (note there is a difference between “said” priorities and “actual”.
Are these questions relatively easy for you to answer, or do you find yourself scratching your head, thinking, “I can’t keep up with my own behavior patterns, much less that of my customers or prospects.”
How about this for an attention grabber: How well you know (or don’t know) your customers directly relates to how well you know (or don’t know) your target audience.
Another newsflash: If you don’t know too much about your target audience, chances are you’re not poised to be the one to whom they run “to scratch their itch”, or “ease their pain.”
To get in touch with your customer, if you haven’t already, you might consider developing personas. And if you’ve already developed customer personas, it might be a good idea to revisit them, since they are ever-changing (as we humans are).
Not sure exactly what a persona is?
A persona is a representative profile, which summarizes a key demographic target. It is usually accompanied by a photograph of a representative customer who is given a “real name” and assigned some basic demographic data (such as age, marital status, occupation and income) as well as relevant information pertaining to personal behavior.
Personas put a face to your target audience, helping you avoid the temptation of projecting your own ideas and opinions onto the target audience.
The Value of Developing Personas
Marketers often make the mistake of just crafting a marketing strategy, without much thought behind who their target audience is. This one-size-fits-all strategy tries to appeal to everyone, but usually ends up appealing to nobody in particular.
If personas are front-and-center as marketing initiatives are strategized, creative and strategic development will be molded around the persona versus around the designers’ general biases.
Defining your customer persona is imperative to your business success. It impacts your product/service positioning, influences copywriting and content creation, and affects your subsequent marketing strategies.
Does your company base your marketing strategies on customer personas?