Customer Persona
Definition
A group of similar people in a desirable audience.
Who (characteristics)
Goal (what they want to achieve)
Barrier (to reaching that goal/painpoint)
Reasons to Create Persona
Better understand the customer's perspective.
Easier to create customized content for them.
Effective ad targeting
Ways to Create Persona/Collect Customer Data
Review existing customer data
Conduct customer interviews (what brought them to the product)
Analyze web data
Send out a survey
Here are some examples of questions you might ask to gather customer data:
What is your age?
What is your education level?
Where do you live?
Whom do you live with?
What is your occupation?
What are your primary activities on a typical workday? What about on the
weekend?
What challenges do you face?
What do you value most?
What are your goals?
Awareness and Consideration
Awareness Strategy (Plan) and Tactics (Action towards plan)
SEO
SEM
Display Ads (Photos, videos, text)
Social Media Marketing
Social Media Advertising
Video Marketing (YT ad)
Influencer Marketing
Content Marketing
Consideration Strategies and Tactics
In the consideration, you build interest for your product or service. While there
are similar strategies between the awareness and consideration stage, there is a
difference. The consideration stage typically provides more in-depth and
persuasive information than the awareness stage.
USP (why product/service is better than competition. Repeated often)
Testimonials
Case Studies (builds trusts)
Remarketing ads (previous subscribers or visitors)
Webinars (educational presentations. To educate and promote)
Email Marketing (promotional/educational emails. Consideration:
educational emails)
Social Media Marketing (existing followers. Posts to ramp up their interest)
Conversion and Loyalty
Conversion Strategies and Tactics
Get a potential customer to take a desired action.
Conversion Rate: Percentage of users/visitors who take a desired action.
Optimize the checkout process (every additional field or page may disrupt
the process)
Add better product/service photos (for e-commerce consider adding
lifestyle photos, wearing the product)
Strengthen the Copy (any written material that encourages the
customers to buy)
Add live chat (chatbots etc)
Pursue abandoned carts (remarketing ads, emails etc.)
Increase website speed (every 1s delay reduces conversion by 20%)
Offer a trial/money back guarantee
Experiment with A/B test.
Loyalty Strategies and Tactics
When customers become repeat customers and brand advocates.
Rewards Programs
Email Marketing (always provide value. Educate customers/tell the brand
story)
Social Shares (encourage customers to follow and share the brand)
Remarketing (with new ads. Re-engage. Recommend similar products +
addons)
Encourage Reviews (encourage them to write about their experience)
Birthday and anniversary offer (Freebies related to the business)
Amusing confirmation messages (add personality to the confirmation
messages. Tell them how they’ll feel)
