How to use personas to optimise your digital marketing strategy

Nick Jackson Digital Strategy Tagged Tags: , , , , , , , , , ,

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Today’s consumers are bombarded with thousands of pieces of content on a daily basis, rendering Mad Men-esque marketing tactics of yesteryear ineffective. Instead of shoving your message in your audience’s face, you need to pull them towards you via engaging, relevant content. In other words, you need to create tailored messaging that speaks directly to each individual in your target market. The way to do this? Via the use of personas.

Personas are a fictional representation of the different sectors of your target market.

For example, if you sell natural skin care for infants, one of your personas will be a stay-at-home mom, while another might be a buyer for an e-commerce retailer. Both of these personas have unique challenges and concerns, as well as buying behaviour and paths to purchase.  The use of personas enables you to craft targeted content, as opposed to wasting time, money (and the risk of putting off prospects) with “one-size-fits-all”, generic content that fails to acknowledge the unique pain points and interests of your various personas.

Persona profiles serve as your roadmap for all digital marketing efforts.

Rudimental demographics won’t cut it. To ensure that your strategy is accurately aligned to the people you’re hoping to convert into customers, it’s crucial that you gather the following information:

An overview of each persona

Their challenges, ambitions, goals

The questions and frustrations they have with your solution

Their search activity and habits, decision-making process, and media usage

Their preferred channels, information sources and influencers

Persona profiles need to be updated and tweaked according to the continual analysis of data.

Many marketers make the mistake of compiling a persona document and then leaving it to gather dust, never to look at it again. Not only does this defeat the point, it’s also counterintuitive: your personas are based on complex human beings, whose behaviour is constantly evolving and changing direction. As such, you need to view your persona profiles as living entities and update them as you gather data from your various digital assets.

Once you’ve compiled persona profiles, you can identify the themes and campaigns that will resonate.

Bear in mind that your digital marketing tactics will also need to cater to the various stages of the customer journey. In other words, your campaigns need to be a)specific to each persona, and then b),specific to the four stages of the customer journey. (For a recap of what the customer journey entails, read our blog here.)

Without a working knowledge of your personas, your marketing efforts are the equivalent of shouting into the void.

(Not to mention, a massive waste of time and money). Make sure you’re equipped with the right data, when you need it. Find out more about how Warbble can help you to optimise your digital marketing strategy and buyer journey by getting in touch with us here