Undoubtedly, every business has its own specific customers and naturally needs to engage in marketing to attract the attention of these customers. In fact, the whole concept of marketing is directly aimed at identifying the target audience of a business so that the process of selling products or services to customers can be faster and simpler. Knowing the personality and behavioral characteristics of your business’s target audience is of special importance. The set of behaviors of a specific group of people, or in fact customers, is referred to as the customer persona.
In this article, we intend to talk about this topic and try to answer the question: What is a customer persona? If you are interested in marketing and sales and want to expand your knowledge in this field, stay with us until the end of this article.
What is a Customer Persona?
Before anything else, we need to answer this basic but important question. In reality, a customer persona is a complete set of information that you have about your customers. This comprehensive information helps businesses to act exactly according to the desires and needs of their customers and provide the products and services they need. In fact, the information that businesses have about their customers gives them a clear picture of the customer’s personality and desires; therefore, business managers decide what actions to take for better sales and meeting customer needs.
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What Exactly Does a Persona Include?
Before we delve into a detailed explanation of persona information, it’s important to know that marketers and sales managers gather basic but important information for higher sales of businesses. Although this information may seem very simple and ordinary, it plays a significant role in forming the customer persona. Generally, we need the following information to create a customer persona profile:
Gender of the Audience: One of the most important pieces of information that should be available to business managers is the gender of their customers. It should be noted that many products and services are considered simultaneously for both men and women; this type of information is only for businesses where gender is a key factor. In fact, business owners should determine whether the gender of customers is a high priority for them or not. For example, the target audience of a business that sells women’s clothing is definitely not men and should not invest in attracting men’s attention.
Age of the Audience: The next piece of information that is highly important in customer personas is their age. The age of customers directly affects their needs, desires, goals, personal benefits, purchasing power, etc., and is considered an important factor. For example, a seller of household appliances will never seek to attract the attention of teenagers and students but will be more focused on selling their products to married young adults. With this example, we can understand the importance of the age of customers in creating their persona.
Occupation: Surely the occupation of individuals greatly influences their final decision to purchase products or use services. Imagine a business selling professional and specialized products; certainly, people who are not experts in that specific field cannot benefit from the products of that business. Therefore, the occupation of individuals is also important information that should be considered in the customer persona.
Financial Matters: One of the most important pillars of creating a customer persona profile is this aspect. In fact, businesses should be aware of the values of their customers and know whether the customer is willing to spend a certain amount for a specific product or service or not. For example, customers who intend to buy luxury goods cannot expect low prices while still expecting the goods to be luxurious. Therefore, the target audience of businesses can also be identified based on financial issues.
Leisure Time of Customers: Another piece of information that plays a significant role in creating a customer persona profile is the leisure time of customers. Knowing as a business manager what your customers are looking for in their leisure time, their habits, etc., can have a significant impact on the sale of your services and products.
Shopping Habits of Customers: It is interesting to know that people generally make their everyday purchases based on emotions. This habit is one of the pieces of information that businesses use to make it easier to sell their products and services to customers. In fact, the various shopping habits are one of the most important pieces of information that exist in customer personas. Many of the world’s largest companies have used this single point to sell more of their products and services and have always been successful.
Customer Needs and Desires: In creating a persona profile, we should also write about the customer’s needs and ultimate desires. By matching the needs of several customers, we can understand the needs of our target audience and take steps to meet their needs. Therefore, this part of the persona profile is also very important and should be addressed with great focus.
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Introducing Types of Persona in Marketing
Now that we are familiar with the information in customer personas, we should also talk about the types of personas. In fact, businesses
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