Today you can easily design user personas and identify what are the main concerns when it comes to your business area. People are postingtheir feelings on Facebook , asking for feedback on Twitter or posting on Instagram. Billions of conversations happen daily, and when you know what’s being said about your company or brand, you can make wise business decisions.
The industry adopted the “personas” term to refer to the ideal profiles of the customers. User Personas are short descriptions or biographies of fictitious of the archetypical customers.
According to Smash Magazine, a user persona is a few things:
Thanks to online media monitoring apps, today you can get significant insights into customers and influencers. These tools help you customize your user persona for better targeting and communication. In order to create unique value proposition, start with the design of the ideal person who will buy or use your product, then continue with the understanding your customers’ needs. Using different online media monitoring tools helps you defining your user persona and create specific scenarios where your customers buy your product.
Here is my list of 6 simple steps which helps me draw the ideal user persona:
Step #1: Choose a name and a picture to illustrate your user persona. Establish the gender.
When you think to your user persona, try to imagine even those tinny details like is feminine or masculine, or does it smile or it has a serious face all the time. Visualizing the persona that you want to reach through your campaigns, helps you improve your messages and communication. You can use different social media tools for monitoring your industry so you can easily see some social and demographics insights about the customers and how they interact with similar products.
Step #2: Add demographics data about your user persona:
Step #3: Describe a situation when your user persona might interact with your product
Defining a typical interaction with your product helps understand what tools and apps your user persona uses on a daily basis. You could describe if the user persona buys your product from online or does she or he goes to the specific store. Including an accurate description about your customers’ needs and why they choose your product reshapes your communication and provides you’re a better explanation about who is using your product and why.
This step helps you understand what are the real problems for your customers, when they occur in your customers’ life and the most important aspect: why they occur. Understanding the reason why they confront with some problems during a day helps you targeting better and tweak your positioning.
Step #4: Describe how a perfect day looks like for your user persona
This step describes the ideal world for your customers, a world where there’re no problems, and the customer fully enjoys life. Understand how a unique, ideal world looks like your user persona, helps you refine the communication, the marketing messages or your positioning. Being involve in your customer life and help him or her with his / her issues upgrade your product in front your competition and gives you a competitive benefit. It’s not easy to comprehend the user persona’s ideal day. That’s why you should take advantages of social media and the whole web’s universe and start monitoring what people are talking about your competitors’ brand, what are their complains and how they describe an ideal product that real solve their problems.
Social media is a gold mine today. Offer useful insights about user persona, things like demographics resources, buying process, their interests, what they like or not, how their house looks like or the future house. Today people talks more online on Facebook, Twitter, Instagram, Pinterest or forums, and less offline. They don’t submit feedback on your website, but for sure they will share their experiences with your brand or product on Facebook. Find those relevant conversations for your business.
Step #5: Write down 3 top of mind issues of your user persona
This section helps identify what are the specific words that you should use through your communication and how to get to the bottom of her / his needs. Your user persona’s life is more than those specific moments when she or he could interact with your product. Maybe she or his top of mind issues are referring to her kids or to her / his job. Knowing those details makes a judge different when it comes to targeting.
Step #6: Yearly income and other information
Complete this section with the yearly or monthly income of your user persona. Add other relevant information like: books, used apps, interests or wishlist.
Wrapping it up
Online marketing moves at the speed of light. That's why knowing who is your user persona improve your business decisions and return better results on each campaign. Designing an ideal user persona offers you the approach for positioning, messaging or targeting.
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