Did you ever hear your peers complaining to you,
“I’m sure I had identified my consumer’s demographics for my marketing campaign, but why is it still not working right?”
In such a situation, he or she may have nailed down the right statistics for his or her audience, but many times, we marketers may simply overlook or assume the behaviours of the target audience should be by default, did not look into a deeper understanding, which eventually leads the campaigns not to hit the right spot.
However, this could be taken care of with personas created for the campaigns.
Why You Need Personas?
Personas are profiles created from a mix of data from demographics and psychographics of your ideal audience. It not only helps to identify where and how you should reach out, but also the thinking and behaviours that different individuals may have. This reveals different ways people will buy, use, associate, as well as make decisions on a brand, product, or service.
“…every individual is a separate persona…”
It is a common practice to create more than one persona for a single product or service, as every individual is a separate persona. Each will have their different views in evaluating the product or service offered; hence, different tailored strategies are required to address each need. For example, imagine that you are a toy shop owner; you will have to look into 2 basic diversified personas – the Child and the Parent – where both will have their different views and considerations on the product.
All in all, personas help businesses understand and empathize with their audience. Addressing their pain points, needs, or wants eventually opens up the opportunity for the prospects to find out what you have to offer.