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Alternative Personas to Consider
The exact opposite of a marketing persona. A fictitious character that represents a set of people who are not your target customers.
Anti-Personas
People that may not directly buy the product but are influencing the actual buyer so significantly that it is worth investing time into these people.
Influencers
The other people in the buying cycle who can potentially derail the sale even if your main person is all for it.
Detractors
Marketing Personas – What Are They and Why Do They Matter?
What is a Marketing Persona?
A marketing persona is a practical representation of your ideal customer based on market research and real data about your existing customers. It’s a personality that embodies a key segment of your audience.
Four Steps to Creating Buyer Personas
1. Quantitative Analysis
Why Are Marketing Personas Important?
Ensure that all activities involved in acquiring and serving your customers are tailored to the targeted buyer’s needs.
Helps keep you focused on the needs of your customers.
Identifies needs and wants of your target audience.
Aids in the understanding of purchasing decisions made by your customers.
Gives insight into how to communicate with customers, how to reach new ones, what types of content to produce and how to promote it.
Allows you to target content toward value that appeals to the customer.
Equips you to build
segmented lists.
• Collect a list of current customers:
– Demographic, Revenue Info, Company Size, Industry Info, Engagement Info
• Analyze the list at the company level:
– Look for trends within your company list.
– Examples: Number of customers by industry, average revenue by industry, number to customers by
employee size, number of customers by country, average revenue by employee size
• Outreach to existing customers:
– Set up interviews and send a series of emails to each of these customers.
– Organize your efforts based on who replies or who needs further follow-up.
• Conduct interviews (example questions):
– Can you describe your business? I’m interested in understanding the size, primary expertise,
location, etc.
– What is your role within the organization? What department are you in? How many people are on
your team?
– What are the main frustrations and pain points (challenges) in your role?
– What is the main benefit you get from using our products?
– What was your biggest fear or concern about using our product? Was there anything that almost
stopped you from signing up?
• Outreach to existing customers:
– It takes time, but it will help in the bigger picture because:
1. All the answers are in one place.
2. It will be easier to segment.
3. Sharing will be made easier.
2. Qualitative Analysis
• Define characteristics based on your interview responses and research.
– Demographics, usage, solutions, benefits, pain points, buying trigger, buying process, choice factors
3. Drafting Personas
• Present them to your company.
– Put together a presentation that highlights the personas created.
– Provide information on what buyer personas are and how they are to be used at your company.
• Set up live meetings with your customers and your staff.
– Regularly invite customers for events and maintain that relationship.
– It is a great way to keep the personas and the customers they represent top of mind after initial
presentations and excitement end.
4. Socializing the Personas
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