Businesses can market more effectively when they identify who their customers are. I don’t just mean that they create a generic label for the group of ideal customers. Rather, they should create rich, in-depth descriptions of who these people are. In marketing-speak, these are called “personas”.
I’ve created a persona for each of my clients: On a 3×5 card I’ve pasted a picture (just to help the person feel real), what their typical personality is like (based on Myers-Briggs), what their interests and hobbies are, what their family life is like, etc. Not all clients will fit into this profile but it sure helps to write for someone very specific.
This week I’ve gathered a few persona-related articles together for you. Enjoy!
- How to create personas for your content marketing strategy. This slideshow post is a good starting point for personas — how to create them and why you should do it (and what a good persona looks like).
- Keyword driven personas. In this excellent post by SEOmoz (isn’t every post by SEOmoz excellent?) they outline how to build personas around keywords — which is a brilliant way to mix the SEO keyword with the people you are trying to reach.
- Two personas every marketer should care about, even if they never buy. This post at Hubspot makes a very good point that not all personas need to be prospective clients.
- How to use personality analysis to improve the effectiveness of your marketing. This is a blog post I write a couple of years ago on the topic. In this post, I was particularly interested in the use of Myers-Briggs, DISC, or other “personality-trait” tools to help in the development of a persona.