June 01, 2016

How audience personas can help your marketing

By SpiderGroup

All good marketing strategies involve target audience personas. These figurative figures work wonders for your marketing, helping you hone in on who exactly needs your product or service and how you can tell them about it in a way that they will notice or care about. But these figures can’t be plucked from the air and involve a ton of research before you decide that John, aged 52, is your man.

"lego-1044891_1920"Figuring out your target market

First off, you need to know who exactly your target market is. This can be done in a number of ways, and using your whole team or office to help brainstorm can be really beneficial. For a more concrete idea, you may want to send out customer surveys via email to gather some data about your existing clients. Or you could use any existing data you have gathered, via your social media channels or website analytics.

Whittle this market into personas

When you have a solid idea of who your target audience are, you can begin to create the imaginary people to target your marketing efforts towards. It’s best to have a couple, perhaps three or four, to showcase the full range of potential clients. You’ll need to include the age, gender, interests, education, job role, values and anxieties in order to come up with a comprehensive person. The more information you can create around a person, the better.

"target-1414775_1280"Specific advertising

Once you know the troubles your target market are facing or experiencing, you can better understand how to address these issues with your advertising strategy. If, perhaps, you find your target market struggle to understand complex jargon, you can simplify your marketing strategy right down and speak in a straightforward way. By creating audience personas, you can focus your marketing efforts and change the tone of voice and imagery to better show your target market what your company are capable of.

Now, what?

You may be surprised by the results of your audience personas and these are likely to change and grow as your company does. But once you understand what your market need, you can continue to alter your marketing plan and content until it matches their needs effectively.

Concrete audience personas can be used in all manners of marketing, such as SEO, social advertising and PPC. We specialise in PPC in Bristol and the South West. If you’d like a hand, fill in our contact form below!



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