how to: create a customer persona (market profile / target profile)
TRANSCRIPT
Hurdle Busters:HOW TO:
Create Customer Personas to Streamline Branding
Create ContextName
Where are you from
What do you do / working on
How did you hear about Eureka
What’s the problem - Depends on where in business cycle you are
-Product / Service isn’t Validated-You have no tribe-You have no customers-Your customers are not loyal / buying -You are misunderstood-You don’t feel relevant
Why Create The Persona
Only if you can think like, feel like, and behave like your audience, will you be able to communicate with
them effectively.-MarketingBeforeFunding.com
3 Steps
1) Collect Data
2) Segment Data
3) Tell the story Create a positioning statement for each distinct customer sector.
Use a consistent format such as "for this target audience, our product provides these important benefits that our competitors cannot match." Use the positioning statement to create compelling messages to motivate the prospect to buy. Incorporate the key elements of the positioning statement in all your marketing communications so that prospects receive consistent messages at each point of contact with your company.
Layer Your Data
Other’s SURVEYING:1) Offline Data (sometimes find online)
2) Online Data (already gathered or pulled from YOU)
YOUR Surveying3) Verbal Data (Open ended questions from those using a similar product / service)
4) Observed (FACT) Data (people mean what they do, not what they say)
MARKET FORUMS / GROUPS (tribe understanding)
● Dedicated, Facebook, LinkedIn, Google+
● Participate & build relationships
● Answer questions (don’t sell)
● What conversations are going on?
● What words are being used?
● What emotions are expressed?
● What opinions are popular?
● What beliefs are common?
● How to they like to be contacted? (dislike?)
● Who are the influencers?
Chris Mohritz - SlideShare - How To Create Marketing Magichttp://www.slideshare.net/ChrisMohritz/how-to-create-marketing-magic-messagetomarket-match
KEY:People don’t always KNOW what they want
(even if they’re currently engaged)
← Malcolm Gladwell Ted Talk onChoice, Happiness, & Spaghetti Sauce
Group Data & Time To Build
Use this “template”
(Or Find another template): “Customer Persona Google Doc”)Build it like a “Facebook Profile”
https://goo.gl/3vK54z
Answer these: 1. Name and title. (make it as personal as possible)
2. Basics.
demographics and psychographics — age, gender, location,
family life, Financial situation, likes and dislikes, location on the
adoption curve, spending habits (especially related to your
industry).
3. Professional and personal background.
Consider information such as job history, role, leisure activities,
where are they philanthropic, what are their beliefs, religious
practices, ec.
4. Quote / Attitude
Do they already have reservations about your industry, your
product, etc.
5. Technical BackgroundWhat products are they using daily? Weekly? Monthly? How willing are they to try something new (adoption curve)How comfortable / resistant to change
6. Favorite Websites
7. Life goals.Understand what these people want out of life to know HOW to reach them, & if you can serve them 1 time, for a year, for a lifetime, etc.
8. Want / Need Statements --They TELL you want they want (Verbal) --They SHOW you what they need (Actionary - Data)
Common Mistakes
-Making it perfect -Basing it on ONE real customer-Only using ONE profile-Getting hyper-focused on unimportant details
Dive In:http://contentmarketinginstitute.com/2012/08/4-common-persona-mistakes-to-avoid/
Actions: To do:● Collect Data
● Segment (have multiple profiles for different type of people), ● Build Profile
Continue to gain understanding & Build Your Tribe
Connect:Chelsea Dygert
Dygert #ConsultMent252-717-9919
@cimforgiven
at Local coffee shop #YesPhx