Customer Persona

People form impressions (opinions) on brands from various touch points such as advertisements, reports, conversations, and experience (product or service). Based on this they decide whether to buy the product or not. 

You might be wondering, "What the above statement have to do with Customer Persona".

In order to know what is customer persona first let us know the difference between segmentation and personas.

Segmentation allows brands to understand different sets or groups of customers. This will tell us where a particular group lives, their age, maybe even their typical buying behaviour.

A customer persona on the other hand allows brands to better understand these homogeneous groups, and to recognise key traits within them.

I hope you understood the difference, now coming to customer persona. (in detail) 

A customer persona also known as buyer persona is a semi-fictional archetype that represents they key traits of a large segment of your target market (audience), based on the Data you've collected from research and web analytics. Based on their opinions and views we can create content to better target the ideal customer. A consumer persona reminds you to put your target audience's wants and needs ahead of your own.

Personas are valuable tools for creating a common language to discuss customer and customer needs. This allows you to craft marketing messages targeted specifically to them. Your customer persona will guide everything from product development to your brand voice to the social channels you use. In addition it will ensure all the key stakeholders needs are met. 

How to create a Customer Persona?

Customer persona is created through research, survey, and personal interviews, all with a mix of customers, prospects, and those outside the contacts databased who might align with your audience. 

Sample Customer (buyer) Persona Framework

There are many ways to create a  frameworks, in fact, you can create your own frame based on your target i.e., B2C or B2B.

There are two ways to create a persona. 

Firstly, if you have a customer base, you can perform a series of interviews with your customers and piece together common characteristics into one persona for each demographic. Or, you can imagine what your target person would look like and start answering the questions. If you are planning to launch a product or service and have no audience to talk to yet, you will have to take this method. 

Now, let's see how to work through the steps involved in creating customer personas

    = Fill your persona's demographic information either through phone, in person, or surveys

    = Share what you have learnt about your persona's motivation

    = Help your sales team prepare for conversations with your persona

    = Craft messaging for your persona

Create your buyer personas to understand your target customers on a deeper level and ensure everyone on your team knows how to best target, support, and work with your customers. This will help you improve reach, boost conversions, and increase loyalty.