Do you know what persona is in digital marketing?
We share here some tips for starting the process of composing your persona.
When you create your campaign or your marketing project, do you ask yourself who are you talking to? Have you ever stopped to think who really is the persona of your Digital Marketing strategy?
Before starting a conversation with someone, and for the conversation to be interesting, it is important to get to know ABOUT you are talking!
To start your Digital Marketing strategy, you need to determine who you are selling your product or service to. Know your client's pain and how your business can help.
Keep in mind that: the product/service you offer is not for everyone. So it's important to find out who he's for!
In this text we will give you some tips on how to define your persona. For a better understanding of the subject, we advise you to also watch the video below.
How to describe a persona?
Imagine explaining about law to a trained lawyer? Anyone who has been through a situation similar to this one knows what I'm talking about: you started a conversation and thought you knew everything about a certain subject. However, during the course of the conversation, you discover that the person you are talking to knows a lot more about the subject than you do. Have you been through this?
How does this relate to Persona/Avatar?
In your Digital Marketing strategy, it is important that you define who you want to reach with your Digital Marketing actions so as not to speak alone or with those who are not interested in what you are saying.
For this to happen correctly, you need to know your target audience and perfectly understand their needs, behaviors, feelings, how they think, where they live, dreams, frustrations, pain...
For example, this persona post is not for a marketing expert, but for people who need to learn or gain more knowledge about the subject.
A Amplifica Digital created a persona guide that will help you with your strategy.
Click on the image to download the material. Rest assured, he is totally free!
Check out 7 tips to start the process of composing your persona
Persona – Ideal Conception
Persona is the ideal conception of your client, humanized and personalized. You need to know who you are talking to, know your pains, difficulties, dreams, how you live, experiences, etc...
Try to invest time in getting to know your persona so that your Marketing strategy has results and so that you can sell your product or service to the right person.
Understand your customer profile (Persona)
Understand, understand, know. Conduct interviews throughout the process of designing your ideal persona. Develop the skill of active listening. Pay attention to every word your avatar says.
Throughout the process, you will better understand your customer and this will help you deliver the best solution to solve your customer's pain.
Understand your customer's pain
Understand your customer's pain. What motivated him to start a conversation with you? And if, by chance, the potential customer hasn't looked for your company's services yet, how can you arouse interest in the product/service you are offering? Also, worry less about selling and more about delivering a solution to your client's problem/pain.
interview your persona
Conduct interviews throughout the process of designing your ideal persona. Find out what her expectations are and whether your company is able to meet them.
be consultative
Be more consultative and less salesmanlike. Show interest in helping your persona. In the desire to make new sales, many forget that on the other side there is a person who has aspirations and expectations.
However, there is marketing that brings results and marketing that is totally ineffective. Do you know the main difference between the two? It is certainly due to the direction that the campaigns take.
As pointed out earlier, it is necessary to define who you will communicate with. It is essential to know your target audience and understand their particularities, thus establishing who your persona is.
Good persona research will positively transform your marketing picture.
Technology has gained space in recent decades, facilitating and saving the time of the marketing team. Therefore, why not use technological resources in your mission to establish who your persona is?
Rafael Rez, in his book Content Marketing, cites some tools that will help in this process:
Google KeywordPlanner:
Free, Keyword Planner is a tool integrated with Google AdWords. This tool helps you find the words that a certain group searches for on Google. Also, another feature is the provision of statistics for each term, including search volume and the estimated average cost per click.
Ubersuggest:
This tool suggests keywords. Übersuggest uses data from Google and other search engines, requiring only that a term be placed, adding a letter or a number in front of it. It does the repetitive tasks of searching for keywords automatically.
SurveyMonkey:
This platform allows you to create surveys and email them during the survey. Also, there is a free version that includes 10 questions per quiz and up to 100 responses for each one. It generates graphs and tabulations automatically. Surveys can be sent via mobile devices, the web or via social media.
Your Search:
Brazilian version of Survey Monkey that allows you to make questionnaires, spread the research and collect data for decision making. There is a free version of this tool that grants the submission of forms with up to 30 responses. It makes cross-referencing possible. A basic form template is already ready with examples of questions referring to the chosen type of application and you can change them as needed.
GoogleForms:
A Google form that can be customized and sent to respondents. The service is very useful for those who want to prepare a quick survey, collect email addresses and create more elaborate questionnaires. However, this service only gathers the answers, requiring a skill to be able to cross the data.
Among these tools, there are some that we have already mentioned in our texts here on the blog, such as research institutes and social networks. However, these means require more work, but also make it possible to segment by age, sex, geographic region, among others.
With so many means, you no longer have an excuse for not knowing your persona well!
Finally, test these tools and find out which one best fits your sector and company, thus ensuring your competitiveness in this totally digital age!
