Your customers are at the heart of everything you do. They decide whether your business sinks or swims. They’re also a precious resource. So how do you ensure you find the people who are going to love what you do, and keep coming back for more?
The answer is by creating audience personas. To get the right customers you need to reach out to the right audience. A personal trainer needs to find an audience of wannabe health fanatics, a watchmaker needs to find trendy millennials, and so on.
To get your brand in front of the right people you need to understand what your typical, or ideal, audience member looks like. The more you can visualise them as an actually 3D person, the more effectively you’ll be able to tailor your marketing to reach out to the people who are going to love what you do.
What is an audience persona?
An audience persona usually takes the form of a fact file detailing various aspects of your ideal audience member, such as:
Social media interests
Level of social media activity
Stage of customer journey
Influencers they follow
Facebook pages they like
When are they most active?
How active or sedentary are they?
Are they party goers of bookworms (or both)?
Pain points (what solutions can you provide?)
Reasons they buy your product
What pain points does it solve?
What prevents them from buying?
What’s the best way to reach this persona?
How would you explain your solution to them?
When it comes to creating personas you may find that you are targeting different types of people for different products or services. So it may well be necessary to have a range of different personas to make sure you reach as wide an audience as possible.
The benefits of audience personas
One of the benefits of audience personas is that it helps you personalise your content to suit your audience. 80% of marketers say that personalised content is much more effective. And on Facebook in particular people like the personal touch. They don’t want to be treated like just another statistic, they want solutions that resonate with their lives.
Audience personas also go beyond just demographics. Age, gender, location, even income, these are all important factors, but they don’t get to the heart of who a person is, how they think, and what they desire.
How to populate your audience personas
So now you know the sort of info to include in your personas, you need to know how to get all this information.
Well the simple answer is, you can get audience persona information straight from Facebook.
To do this you’ll need to go into Facebook Audience Insights and setup a custom audience. Facebook will present you with lots of detailed information to fill in your audience personas with. You can create a custom audience by importing your email list and Facebook will search for their Facebook info if available. When you select your custom audience it will show you tabs with a wide range of customer data.
Creating your avatars
A good way to create your audience avatars is to use a free tool called Xtensio, which offers persona templates that you can customise to your needs.
Another way to think about creating an audience personas is to imagine you are setting up a new Facebook profile for your personas. Add more and more details until they seem as real to you as possible, like friends of yours. Just like you might know your friends and know what they want to see from you, so too you should be very familiar with your audience personas.