"Who is your target audience?" It's a simple question, but many businesses just aren't answering it effectively. Some businesses might be able to come up with a rough demographic - a gender, an age range, perhaps their marital status or their annual earnings. These are some useful facts about a target audience, but to market your products to them successfully, you need to drill deeper into who these people truly are.
Developing more sophisticated buyer or customer personas is a highly effective method of marketing to your target audience. HubSpot defines a customer persona as 'a semi-fictional representation of your ideal customer based on market research and real data about your existing customers'. A customer persona helps you build a 'personality' for the main groups you're targeting, and this approach has a multitude of benefits for marketers - here's why.
You'll get to know your customers better
You can't market a product to someone unless you understand their desires, their habits, their pain points and other things that influence their purchase decisions. By building a persona of a typical customer, you can better understand what they want from you as a business, giving you the power to connect with them more effectively in your marketing campaigns.
You can segment your marketing
Once you've developed your customer personas, you'll be able to tailor and segment your marketing more effectively, delivering messages that are targeted to each personality.
Apple is a great example of a company that knows how to segment its audience, targeting a multitude of different audiences with different campaigns. Its ads in recent years have involved ultra-cool, streetwise ads targeting the millennials who love cutting-edge tech, ads for families who rely on their smartphones and tablets to manage daily life and keep up with their relatives, and campaigns targeting business professionals who use their Apple products to work on-the-go. There have even been ads targeting the amateur photographers out there who use their smartphones specifically for capturing beautiful moments off-the-cuff. These are four very different personas, all targeted very effectively by Apple.
You'll be able to develop new products more effectively
Understanding customer personas is not just about marketing your current range of products or services - it also benefits your business when it comes to developing new products. By understanding the different personas within your target audience, you can create products that are aligned with their desires and habits, bypassing their pain points and catering to their specific needs.
All digital marketing campaigns taken on board by Adrac include an extensive on boarding call during which the delivery teams work with our customers. This helps us to understand our customer's customers. The better we understand who we are targeting, the better the results.