Quick Tip: Target Your Marketing With Detailed Customer Personas

Pop quiz: Who is your best customer?

5 … 4 …. 3 … 2 …

No answer? Then you are missing one of the key elements in a branding or marketing strategy: customer personas.

Customer (or buyer) personas are those fictionalized, generalized representations of your ideal customers that help you understand your customers and prospects better. Personas make it easier to tailor content to the specific needs, behaviors and concerns of different groups.

After all, “Sally CFO” will have a different approach to whether to buy your inventory management software than “Charlie Logistics Manager.”

Detailed buyer personas will spell out details about each target audience, including:

• Age

• Level of involvement

• Career goals

• Frustration and pain points

• How your product/service can solve the persona’s problems

• Main marketing messages

If you are looking for a guide to creating and using effective customer personas, download our problem/solution whitepaper—Branding Mistake: Not Mapping Out Buyer Personas—for a step-by-step approach to creating personas, examples of effective personas, and a template you can use to write your own.