Enrich your personas
Posted: Sat Jan 04, 2025 3:38 am
Now that you have identified and defined your different personas, you need to enrich them by adding contextual information. This information will be used for your marketing but also, more broadly, to improve your products and the user experience.
#1 Priorities
You should try to look for the circumstances (personal and/or organizational) that push your buyers to dedicate part of their time and resources to solving the problems that your product or service solves. For example, let's say you are a company specializing in digital marketing. You have identified marketing managers as one of your personas. These marketing managers often have a problem with analyzing their data. You could try to dig deeper to find out when, in what contexts, and in what form to target people corresponding to this persona with your Data Analytics solution.
Discover 15+ web tools to discover in B2B marketing .
#2 The conditions for success
What are the outcomes your customers expect when they buy your cyprus whatsapp list product or service? It’s essential to answer this question. Let’s rephrase it: what are the perceived benefits and value of your offering? When you do some research, you may realize that one of your personas considers reducing marketing costs as the key success factor, while for another, it’s increasing revenue. To the average person, “reducing costs” and “increasing revenue” mean the same thing. But from a marketer’s perspective, they are two different things, and they refer to different marketing actions and content.
#3 The brakes
What are the reasons why your buyers think that your solution or company is not the best option? Investigating this question will allow you to identify the barriers. You will realize, as you do your research, that some barriers are objective: for example, a risk that your software will not be adopted by all users, or a product that is too expensive. But you will also see that some barriers are irrational, purely subjective, linked for example to a bad experience with a previous service provider or to reading a negative review.
#4 Customer journeys
Finally, you need to take a closer look at the journey of your different personas between the moment they discover your offer and the moment they buy it (it is even advisable to look at the post-purchase journey). This will help you identify how to contact your customers based on their journey through the purchasing cycle and qualify the different points of contact (to improve those that can be improved). How can you make your customers move faster through the purchasing funnel? This is the question that needs to be answered. What content, messages, and marketing actions are likely to positively influence your customers? You will probably realize that this, in fact, depends on each persona. You must seek to improve the customer journey of each of your personas to optimize the customer experience and increase your conversion rates.
Discover our complete guide on Customer Journeys – Definition, Mapping and examples .
How to improve your marketing performance using personas?
Now that you have your personas, here are some tips and insights to help you get the most out of them and significantly increase the ROI of your marketing efforts. Your personas allow you to better personalize and target your content and nurturing efforts. Your research has allowed you to identify what your personas are interested in, how they talk about what they are interested in, the sites and blogs they visit, etc. Use all of this information to create blog posts that are likely to interest your personas and increase their interest in your brand.
#1 Priorities
You should try to look for the circumstances (personal and/or organizational) that push your buyers to dedicate part of their time and resources to solving the problems that your product or service solves. For example, let's say you are a company specializing in digital marketing. You have identified marketing managers as one of your personas. These marketing managers often have a problem with analyzing their data. You could try to dig deeper to find out when, in what contexts, and in what form to target people corresponding to this persona with your Data Analytics solution.
Discover 15+ web tools to discover in B2B marketing .
#2 The conditions for success
What are the outcomes your customers expect when they buy your cyprus whatsapp list product or service? It’s essential to answer this question. Let’s rephrase it: what are the perceived benefits and value of your offering? When you do some research, you may realize that one of your personas considers reducing marketing costs as the key success factor, while for another, it’s increasing revenue. To the average person, “reducing costs” and “increasing revenue” mean the same thing. But from a marketer’s perspective, they are two different things, and they refer to different marketing actions and content.
#3 The brakes
What are the reasons why your buyers think that your solution or company is not the best option? Investigating this question will allow you to identify the barriers. You will realize, as you do your research, that some barriers are objective: for example, a risk that your software will not be adopted by all users, or a product that is too expensive. But you will also see that some barriers are irrational, purely subjective, linked for example to a bad experience with a previous service provider or to reading a negative review.
#4 Customer journeys
Finally, you need to take a closer look at the journey of your different personas between the moment they discover your offer and the moment they buy it (it is even advisable to look at the post-purchase journey). This will help you identify how to contact your customers based on their journey through the purchasing cycle and qualify the different points of contact (to improve those that can be improved). How can you make your customers move faster through the purchasing funnel? This is the question that needs to be answered. What content, messages, and marketing actions are likely to positively influence your customers? You will probably realize that this, in fact, depends on each persona. You must seek to improve the customer journey of each of your personas to optimize the customer experience and increase your conversion rates.
Discover our complete guide on Customer Journeys – Definition, Mapping and examples .
How to improve your marketing performance using personas?
Now that you have your personas, here are some tips and insights to help you get the most out of them and significantly increase the ROI of your marketing efforts. Your personas allow you to better personalize and target your content and nurturing efforts. Your research has allowed you to identify what your personas are interested in, how they talk about what they are interested in, the sites and blogs they visit, etc. Use all of this information to create blog posts that are likely to interest your personas and increase their interest in your brand.