Why Having A Persona Is Crucial To Every Marketing Campaign
Anyone who knows marketing understands that having a target audience is essentially the backbone to a successful marketing campaign. Without that target audience, it’s impossible to know who to design your ads and content for and how to get the messages to the right people for your campaign.. A common misconception when determining the target audience for a campaign is that gender, age, and location are all you need. This is actually false. Using only these three variables would leave you with a target audience that is too broad to meet your marketing goals. For example, if you are selling a baby product to women in their 20s and 30s who live in Georgia, you’d be wasting your money trying to target too broad of a group who may not be interested in what you have to offer.Not all women in their 20s and 30s are looking for baby products. They might not even have children or be expecting children. This is a perfect example as to why more detailed buyer personas can make a big difference to a successful marketing campaign.
A buyer persona focuses on not only ages, genders, and locations, but also heavily on buyer interests, tone, needs, challenges and backgrounds. Let’s say this baby product is an organic baby shampoo that doesn’t contain any harmful chemicals. Your persona would be women who are interested in organic products, chemical-free products, and child safety. Their tone would be something like: “I’m willing to give my baby the best products that are safe for their skin and are healthy”. This creates an ideal buyer for your product, instead of a general audience that is too broad. By creating a buyer persona, your ad copy, images, and tone will draw in the right customers in a smaller reach rather than a large group of people who may or may not have an interest in what you’re offering.
Most campaigns will have more than one persona as well. For instance, if you are a marketer for a pizza company, you might want to target families and young people. One persona might be “Mommy Melissa” who wants to feed her four kids on a budget. Another might be “College Student Chad” who wants to have pizza with buddies after studying in the library on a college student budget. For “Mommy Melissa” you can promote meal deals that include pizza, breadsticks, and drinks for a reasonable price that appeals to families who need a lot of food to feed their large family on a budget. . The ad copy might say “Hungry kids? Feed your family with our meal deal for $17.99.” For “College Student Chad” you can promote the same deal, but change the tone and wording to “All that studying got you feeling hungry? Grab your friends and take advantage of our meal deal that’s perfect for those long, late nights in the library.” Personalizing your content by buyer persona is key! By customizing content for each persona and ad, you will attract the right consumers and in result, have higher CTRs (click through rates) and higher ROIs (return on investments).
Creating buyer personas takes immense amounts of time and research. . This might include setting up a focus group to ask a group of people questions, researching influencers who might meet your target audience, sending out surveys to get consumer feedback, or utilizing third-party networks. It’s essential to also make sure you talk to both “good” and “bad” customers so you can eliminate those who you thought would fit, but don’t. While creating a buyer persona is a process, the reward will be well worth it when your marketing efforts are met with greater interest from your tailored buyer personas.