Ultimately, having personas will help you make decisions about the way you run your business! From the way you design your website to choosing what platforms to market your business on. When creating your buyer persona (s), consider including customer demographics, behavior patterns, motivations, and goals. Personas give you valuable insights that can help you improve your strategies and content (Linde, 2019). A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. “Being able to think and behave like your customers is the key to being able to communicate with them effectively (Parsons, 2020).” Understanding your customers helps solve problems and gaps the business may be seeing. To be successful in marketing, it is crucial to have a better understanding of your customers and see your business through their eyes. , a leading resource for guidelines and best practices in user experience online, says the purpose of personas is to “create reliable and realistic representations of your key audience segments for reference” (Usability, n.d). This includes making more effective call-to-actions, social media content, landing pages, and email messages (Haydon, 2013). * Why is it important?ĭeveloping a persona allows marketers to make more personalized content that helps their audience relate better with the marketing campaign (League, 2019). Marketing personas are characters designed to represent sections of your target customer base. It helps prevent organizations from generalizing all users into one bucket and assuming everyone has the same needs and goals.įor non-profit organizations, your target audience is made up of donors, activists, non-profits, cause organizations, foundations, NGOs, social enterprises, businesses, marketers, web publishers, and video producers. A persona is a fictional person who represents your target consumer, including their needs, thoughts, and goals. The role or facade that one assumes or displays in public or society ones public image or personality, as distinguished from the inner self.
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