Good digital marketing is all about reaching people with your message, your story, your offering. But not just any people. Franchise brands can only succeed if they speak to their best customers on a consistent basis, so determining who those people are is critical. But how do we do that?
One of the ways marketers help franchisors speak to their ideal buyer is by persona development. A persona is essentially a thumbnail sketch of your best customer, a fictionalized representation of who he or she might be. As a digital marketing strategy is being designed, several personas might be developed and used to refine an approach that speaks to the interests and pain points of your best customer. Persona development is key to robust digital marketing because it helps to create a deeper understanding of customer needs and how to meet them.
Still, like anything in digital marketing, good buyer persona development takes thought and expertise. Here, we’ll look at ten questions your marketing team should ask as they define who it is you need to reach.
These demographics should include a name for your persona, her age and occupation, her education, and her income. This information helps to create the sense that you’re speaking to a real person with real needs and goals. The deeper you get into your persona’s character, the more you can identify with and anticipate the needs of the population she represents.
This element should be a short paragraph that lays out her professional experience, her family life (married? kids?), and her long-term goals. It can also discuss what it is about your offering that might appeal to her and why she may be ready for a change.
Here, you’ll want to define what she’d like for herself as a result of partnering with your brand. Maybe it’s to be her own boss. Perhaps she wants to make more money or offer something useful to her community. Outlining some of her goals will help you refine your message.
What might make it difficult for your message to reach her? Is she nervous about making a career change? Does she have concerns about your industry or market? Is she worried about time management? These are questions you need to ask as you craft your strategies.
What will it cost to take advantage of your offering? What kind of support will she receive? Your best customer is sure to have questions like these and more.
Are there impediments to reaching her? Maybe she’s concerned about cost or autonomy. You’ll need to factor in whatever might be keeping her from considering your brand and then address those objections.
Here, you’ll want to define where your best customer can be “found” — what social media platforms she uses, what publications she pays attention to, etc.
It will be up to you to reassure your best customers that you’re in their corner and available at all times to help them navigate any hurdles or issues they may have as they become part of your brand family. Make sure to speak to the pain points and possible objections you’ve already outlined. Your goal is to let them know you hear them and are there for them.
The last two questions have less to do with defining your ideal customer and more to do with hiring the right marketing team to handle your buyer persona development.
Creating robust, well-researched personas is a critical first step toward defining your digital marketing strategy, so partnering with a team that knows what they’re doing is essential! IDS is that team! We work as an extension of your brand and have helped dozens of top-tier franchisors reach the buyers who matter most.
IDS is an award-winning agency with a deep understanding of digital marketing nuances, including the creation and importance of meaningful personas. Persona development is just one part of our suite of services that have met the digital marketing needs of businesses like yours for nearly ten years. IDS delivers the results you’re looking for!
To find out more about our persona development and other services, get in touch today!