Setting up personas is essential for marketing activities. When a company sells a product or service, the key is how detailed it can set the target customer image/persona.
Products and services for which personas have not been successfully established will have a disparate target audience, and no amount of appealing advertising will have a significant impact on consumers.
In this article, we will analyze and explain the benefits of companies creating realistic customer models and the points marketers should pay attention to when setting personas.
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Meaning and usage of persona
The original meaning of
persona
is “personality,” and in psychology, it is a word that defines the “inner self” and “external aspects” of people.
In marketing terms, a persona is a “model of the customer” that is the target of a company that wants to sell its products, and being able to accurately create a persona can be said to be the key to a company’s growth.
When setting personas, it is important to create detailed customer images that look like real people, rather than narrowing down to a rough target group.
For example, we imagine various values such as age, gender, place of residence, job, annual income, hobbies, family composition, lifestyle, and current worries, and set a specific model.
By step-by-step setting up a persona’s daily life, you can gain useful information such as how much time they spend on things, when they use SNS, and when they see advertisements. It will be.
If you use personas, you will be able to clarify the appeal points that your company needs and the demands of your customers, and you should be able to create advertisements of unprecedented quality while reducing time and costs.
Reference source:
What is a “persona” in business? Introducing the elements necessary for setting and points to note
Benefits of setting up personas
Set up detailed personas to help you grow your business. The specific benefits for companies are as follows.
- A deep portrait of a person can be shared throughout the organization
By setting personas, the customer model that you have had in mind until now becomes clear, and a unified perception and character image is created within the company. This will eliminate gaps within the organization and make it easier to share ideas.
- Perform highly accurate marketing activities
The more specific your persona is, the clearer your advertising creative will be, and the more you will be able to appeal to your customers in a way that will touch their hearts. By increasing the accuracy of marketing, it will be possible to run effective advertisements while keeping costs down.
Reference source:
What is a “persona” in business? Introducing the elements necessary for setting and points to note
Not only benefits but also precautions
In order to maximize the benefits, it is important to pay attention to the accuracy of the data used in persona settings. Personas that incorporate distant ideals or corporate assumptions will not produce the desired results.
When using data, we always keep in mind the “customer’s true feelings” and collect primary information from SNS, word-of-mouth sites, blogs, etc. The key is to set up a model based on accurate data. It would also be effective to incorporate videos and photos to establish a more specific persona.
Even after setting it up, always check to see if there are any misalignments between your company and your customers, or if there are any changes to your personas, and then review and improve them.
Reference source:
What is a “persona” in business? Introducing the elements necessary for setting and points to note
summary
In order for companies to develop products and services that resonate with customers, it is important to embody the image through detailed persona settings. Use real customer feedback and accurate data to grow your business.
Reference source:
What is a “persona” in business? Introducing the elements necessary for setting and points to note