So, what’s all the fuss about? Why is creating client personas so crucial to your marketing efforts and business success? Well, without a client persona, you don’t know who you are marketing to, which could result in your messaging being inaccurate and misdirected.
Nobody wants that, right?
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Client personas, also known as buyer personas, are developed to give you a better understanding of who your consumers are, as well as who your prospective consumers might be. This allows you to create tailored content and messaging for your specific audience, underpinned by understanding your clients’ backgrounds, behaviors, needs, and concerns.
On top of this, creating personas that represent different segments of your consumer base allows you to vary your content, messaging, and product, depending on who you are marketing to.
This may sound all well and good, and you might feel like you have the confidence to jump right into developing your client personas for your business, but remember that this stage of the marketing process, like any other, requires in-depth research and client persona analysis.
So, take your time! Learn about who your personas are and how you can develop them in a way that is substantial and systematic.
Before you start your research and development processes, it’s essential to understand precisely what a client persona is, how you can go about creating one, what you should include in an ideal client persona, and even how you can employ the experience of a digital marketing agency like IDS to do the heavy lifting for you!
A client persona is a detailed description of your ideal consumer that is semi-fictional in nature and represents a segment of your target audience. A client persona has a name, an occupation, and a particular lifestyle, which you will come up with.
You’ll also give them a set of demographic details, interests, and behavioral traits. Some even like to include a stock image to represent their persona visually. Depending on your business, products, and service offerings, you could have as few as two client personas—or even up to 10.
When we say that client personas are “made up,” this does not mean that you create them out of thin air. As mentioned above, there is a lot of research involved.
Here are some key questions you should answer when researching your client personas:
Often, you’ll be able to use existing client information to develop your client personas. This is why it is super important to keep a database of your consumers so that you can conduct well-informed client persona analysis. You should also have an idea of who your prospective clients are so that you can use this information too.
Some businesses even like to conduct client persona interviews, which is a great way to gather a large amount of specific information about your client base.
You want to make your client persona to the point, easy to read, and preferably no more than one page. Using columns and bulleted lists is a great way to do this. Here are some of the sections we typically include in our client personas here at IDS:
You might be thinking: “Wow, I’m in deep water here. I don’t even know where to start.” Lucky for you, IDS provides a complete strategic digital marketing solution that will help you along the way with all of your branding, marketing, and content creation needs.
Here at IDS, we provide superior content marketing for franchises, which is important for any franchisor looking to expand. Our content team has years of experience writing for various brands and can capture your franchise’s unique vision and voice.
We provide a broad range of content marketing services, which include:
Learn more about What is good content marketing
Are you ready to start the process of developing your client personas and creating relevant, targeted content? Contact us today to get started!