How To Create A Laser Targeted Customer Persona

How To Create A Laser Targeted Customer Persona

If you are learning or understanding eCommerce for some time then you might have heard about Customer Persona’s right? But “how to create a laser-targeted customer persona”?

So for the 3 people reading right now who don’t know What’s a customer persona is?

customer persona (also known as a buyer persona) is a semi-fictional model that represents the key traits or similar behaviors in various aspects of a large segment of your audience, based on the data we’ve collected from user research and web analytics.

We all know that the best way to get paying customers immediately is Paid Ads on Facebook, Google, etc. But do you know your customer persona? NO. That’s why most people just test, test & test in the dark (paid ads).

Testing is good but without a hint of what your customer persona is & what’s your customer persona’s journey is (We’ll talk about this later on) You are just wasting a part of your money on paid ads too.

Creating customer personas is very standard among companies because it helps you get an in-depth idea about your customer & that’s the critical thing in sales right?

“The better you know the customer, the better you can sell it to them”

So in this blog, we’ll talk in-depth about “how to create a laser-targeted customer persona.”

Let’s dive in.

How To Create A Laser Targeted Customer Persona

Below are the…

1. Defining your customer personas broadly

As you don’t know the metrics of your customer persona’s yet & of course you don’t want to miss out on your potential customers too. So the best way to start creating a customer persona is defining your customer personas broadly.

How To Create A Laser Targeted Customer Persona Defining a Customer very Broadly

Let’s take an example of a bike garage.

Now the broad audience for a bike garage would be

  • Millennial males
  • Motorcycle enthusiast, etc.

This goes for any business like if you own a coffee shop then you broad audience will be

  • Students from nearby college
  • Office workers, etc.

Considering your coffee shop is in a commercial business area & if you are an online business then the same goes for you.

If you are an online clothing shop for moms then your broad audience will be

  • Soccer moms
  • Recent mom
  • Moms who work from home
  • Moms who work in offices, etc.

If you are not able to even define your broad audience then how can you target people with paid ads? And so that’s why defining a broader audience is necessary.

Defining a broader audience is the key to drilling down on them & finding your excat customer personas.

2. Drilling Down & Really Get to Know Customer Personas

So this is where we get really in-depth about the customer persona.

Once you know what kind of people would be interested in buying your products, all you need to do is run surveys & interviews.

Now I’m not talking about going on the road to interview people but to interview & survey people around you.

If you think that your broad audiences live in your neighborhood or is your friend or is your friend’s friend or anything.

You will always have someone around you that is interested in buying your products and all you need to do is get to know them better.

Here are some of the key elements worth defining in a customer persona:

Location – A key part of any business’s customer persona is location, whether you be an online or offline business. You should know what areas, states or countries you can serve good.

Gender – Gender is not too much an element here but some businesses are strict gender-based. If you are not a gender-based business then you should really look into what encourages a gender to buy your product. (Ex- What encourages men to buy your product as well as what motivates women’s to buy your product)

Age demographic – You should have an idea of what age demographics of people buy your product.

Income – You should have an idea of the income of people that are in your age demographics just so you can have an idea if that demographic can afford your product.

Education – From surveys & Interviews, you should have an idea of what education your demographic has.

Interests / Favorite activities – What do they like to do? What are their Interests? What are they spending most time on? Etc.

Your product helps them to – If you don’t know why someone buys your product or what motivates them to buy your product then you can’t market them the product to a personal level.

Also, keep in mind that you don’t have to answer all the questions, sometimes you won’t get few answers but doing this as you grow your business will definetly help you get more answers & target better audience.

Once you have some insights into the metrics then you can start to look into patterns that will help you get a more in-depth view.

3. Bringing The Customer Persona Together

Now that you’ve defined your broad audience & drilled them as down as possible now it’s time to bring them all together and create a buyer persona.

You can download the customer persona cheat sheet here:

Fill out all the relevant information in the cheat sheet & you’ll have an excat idea of a customer persona in your Industry/niche.

Once you have a customer persona with verified details on a sheet now all we have to do is what’s called journey mapping.

4. Customer Persona (User) Journey Mapping

So what’s journey mapping?

journey map is a visualization of the process that a person goes through in order to accomplish a goal. It visually illustrates the user flow through your site, starting with initial contact or discovery, and continuing through the process of engagement into long-term loyalty and advocacy.

You should think from a customer’s point of view & be aware of the journey of your customer persona from seeing the advertisement till purchasing the product.

An easy way to do this is by mapping out all the touchpoints.

  • The customer persona sees the advert & it’s a product that is a solution to a problem she has.
  • She clicks on the advert & lands on the landing page.
  • There are great photos of the product & an informative description with a video that shows the problem.
  • According the our customer persona, she should be able to afford our product (make sure that’s the case)
  • She orders the product & receives fast/free shipping.

Now, this is only the surface of the touchpoints you can map out beforehand and if you think the persona might get stuck somewhere in between seeing the ad & purchasing it, make sure you remove that hurdle.

5. Using Facebook Insights & Google Trends

Facebook & Google are the tow giants who have almost all the data for almost any person living on earth.

That’s a little creepy but as a marketer, you should be thankful because this data is available for free to use by marketers or the general public.

Also as you are either going to advertise on Facebook or on Google or on both of them, who better to provide you customer data other than Facebook or Google, right?

So below are some of the steps I take to find some data related to customer persona using Google & Facebook.

Google Trends

You can use google trends to find out where are your audience mainly located & what search terms do they use.

Imagine you are selling a Husky Hoodie/T-shirt & you want to find where are the most husky lovers located.

Just go to Google trends & Search the Keyword

Using Google Trends to Find Customer Personas & Buyer Personas

You’ll be able to the Interest on that topic over time as well as you can also see where are most of the husky lovers located in a particular country.

How To Create A Laser Targeted Customer Persona

In this case, Washington has the most searches on google & if you are planning to sell husky clothing, then what better location to target people than Washington?

Not only that you can also see the related queries section which is very helpful if you want to build your brand around huskies as you know what people in that niche are searching or looking for.

Facebook Insights

Facebook insights is a great way to start searching for your customer persona & finding metrics that are relevant while advertising on Facebook.

All you have to do is go to Facebook Insights & let’s take the Husky example.

Using Facebook Insights to Find Buyer Persona & Customer Persona

As you can see according to the keyword Husky, 63% of the women are Interested in the husky topic while only 37% of the men are interested in the same.

This gives you a Gender & Age demographic insight as well as the education levels of the customer persona you are creating plus you can also know the relationship status.

How To Create A Laser Targeted Customer Persona

You can also see what pages are husky lovers Interest in and so you can target people based on the Interest they’ve shown in pages like husky ranch, Petsmart, Barkbox, etc.

Using Facebook ad insights to find Buyer personas & customer personas

Not only facebook give you the gender, age, relationship, education, Interest demographics but also gives you the location of the people who are most interested in Husky.

You can find top town/cities, countries & even break it down by language.

And the best part is you can find related keywords in the search & do the same process for them too until you find your best customer persona match.

In conclusion – You can target your husky merch towards single women who are aged between 25-34 & has shown an interest in pages like Husky ranch, Petsmart, Barkbox.

Conclusion

So I hope this blog makes the importance of how to create a laser-targeted customer persona clear.

Taking the time to define buyer/customer persona can really help you succeed in businesses & we all know that customer is very important in business.

Defining buyer persona OR customer persona can help you laser target the correct audience as well as increase the ROI plus gets you one step closer to a successful business.

Have any questions? Comments? Leave them below & I’ll answer them.

Make sure you check out our new Instagram scheduling tool – PrePost

Catch you guys in the next blog.

Related Links

FAQ

What is a Customer Persona?

customer persona (also known as a buyer persona) is a semi-fictional model that represents the key traits or similar behaviors in various aspects of a large segment of your audience, based on the data we’ve collected from user research and web analytics.

How do I research buyer personas?

Here are some of the ways to define customer / buyer persona:

1. Defining your customer personas broadly
2. Drilling Down & Really Get to Know Customer Personas
3. Bringing The Customer Persona Together
4. Customer Persona (User) Journey Mapping
5. Using Facebook Insights & Google Trends

What should a buyer persona include?

Here’s a list of what should a buyer or customer persona should include –

1. Location
2. Gender
3. Age demographic
4. Income
5. Education
6. Relationship status
7. Interests / Favorite activities
8. Your product helps them to

Pratik Patel

Pratik is a Digital Marketer & E-commerce expert for the last 3 years. He started iampratikpatel.com in order to help new eCommerce businesses & Individuals to achieve financial freedom. Even though iapratikpatel.com was founded in early 2019, Pratik Patel Digital's roots go back to 2015 when Pratik landed a job at a Digital firm at the age of 18. Feel free to contact or leave a message.

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