Create a Marketing Persona and Pull High-Quality Leads
Are you attracting the right people? The people who want your products and services? Or are you pulling freeloaders and freebee takers?
Your ideal client and marketing persona is the person who says “take my money” and “where have you been all my life?” when they see your product or service.
Yes, those people. They are out there. They are not “one in a million”.
They are more like one in 10K.
Yet, how do you attract the one in 10k? Where are they hiding? What must you do to get your ideal client to raise their hand🙋🏻? It all begins with personas.
The big question is who is your ideal client? Marketing begins with solving a problem of one small cohort of people. #MarketingBasics
Don’t worry, I am Urban Renström, there is always science and research involved in everything I say, teach, and demonstrate.
What is a Marketing Persona?
Your ideal cleint avatar is a fictional character that is based on real characteristics and facts
Personas use words and thoughts of real people. These reveal the beliefs, attitudes, concerns and criteria that drive your buyer to make the choices they make.
That is the nub of it all….to determine the beliefs, attitudes, concerns and criteria of a cohort of people who you a) want to service and b) are a perfect match for your products and services.
Ideal Client/ Marketing Persona
These are synonyms. And marketers use them interchangeably.
But, Urban ‘Everyone needs my product!’
Yes just like “everyone” needs food, “everyone” needs water, “everyone” needs clothes on their back, and “everyone” needs wi-fi.
But are your vegan eco carrots for “everyone”, is your certified 100% pure mountain spring water from a Puru glacier for “everyone”, and is your 100% sustainable forest eco bamboo sandals for “everyone”?
No, they are not. Your product and services are not for a specific cohort of people.
Crafting and Creating an Ideal Client Avatar
Think of the beliefs, attitudes, concerns, criteria, pain points, desires and dislikes of a specific person.
“A persona is a user archetype to help guide decisions about features, navigation, interactions, and even visual design. By designing for the archetype—whose goals and behaviour patterns you understand very well—you can satisfy the broader group of people represented by that archetype. Kim Goodwin
Think of the people your ideal Follows on social, where they buy stuff from, Fund, and where Frequently hang out. So 3 F’s where they spend money, Fund, who they Follow, and where they hang out, Frequent.
Yes, include the basic demo stuff of Demographics info age, gender, education, marriage status, kids etc,
Also, what are their motivators in life, work, and in recreation?
Are they the decision-makers? Who and what influences their decisions?
Give your persona a name and include a picture/photo.
The name and photo will help to integrate this persona into your marketing team, your organization and your business family.
Photo and name allow you to identify and engage with him or her virtually and face to face. This marketing persona represents, a real stakeholder in your business.
Your persona should be detailed enough to understand people on a deep level. Understand the motivations, pain points, needs, wants and goals.
7 Reasons Why you should Market to One Cohort
- They put a human face on your prospective clients
- Easier to write copy for one person
- Capture real pain points that the products are trying to solve
- Personas capture important user needs and requirements
- Provoke discussions about users and usability
- Personas put the customer at the centre of all your efforts
- The persona creation process forces you to think and find out about your users and prospective clients
Marketing Persona is the art of attraction. When your messaging and products resonate, and create an emotional connection with your ideal client the sales almost happen by themselves.
Begin with your most profitable target market first. Then build out an additional marketing persona for each of your target markets.
Effectively Use Your Personas Like this
Use your personas when formulating your keyword and keyword strategies. Designing websites, landing pages, products, content and campaigns.
- Map keywords and keyword strategies to personas
- Content creation should be centred on the motivators of your Persona
- Marketing campaigns focus on the channels your Persona uses.
- Products / services are designed for specific your persona
- Focus social media campaigns on the right audience and correct channels
The Ideal Client Takeaway
In order to attract customers must be different from your competition, marketing personas are one (of many) ways to ensure differentiation. Marketing Personas offer:
- Personas put the customer at the centre of all your efforts
- Gives personality to your users/visitors/prospective
- Write and create products/services for real people
- Capture real pain points that the products are trying to solve
- Personas capture important user needs and requirements
- Provoke discussions about users and usability
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