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P2P marketing is more personalised and targeted, but also far more human. But how can you harness the power of data, alongside a human to human marketing ethos, to create a social media campaign that really works?
What is a customer persona and why is it important?
Most businesses are catering to a customer persona, whether they’re aware of it or not. Using social media always means writing for an audience. Giving that audience definable, relatable traits creates a form of customer persona. This is how you keep your posts relevant and interesting.
You can take this further with a more in-depth and personal customer profile (eg. Dave the computer programmer with a penchant for fantasy football) allows you to go much further than simply keeping content relevant.
To direct your communication towards an archetypal individual makes you much more effective. Messages are more likely to be structured in a way that makes your audience feel your brand empathises with them, because you’re speaking their language on a more intimate level. It is an incredibly effective way of obtaining new customers and maintaining brand loyalty.
Like Dave above, a customer persona is a fully fleshed-out (though hypothetical) person a company creates to direct their messages at. They have a name, a family dynamic, interests, a job, and a host of details that are personal to them. Usually the company will create a number of these personas and they’ll be informed by audience data gathered from a number of sources.
If you’re talking to the right people in the right way you are much more likely drive up engagements rates, click throughs and at the end of the day, conversions.
How do I make customer personas?
Personas must be backed up by hard facts and real data to become a useful tool. (This is not just a fun in-house creative exercise, although it usually is that too).
3-5 personas are recommended to cover your different customer bases. There are a variety of analytical tools that can be used to source relevant stats about your website’s visitors.
On Twitter it is useful to look at audiences in Twitter Analytics. This gives you access to data on the most common general interests of followers, alongside location, gender and what mobile network they use.
Facebook, however, houses far more in-depth data. Installing a Facebook pixel on a website allows for highly granular data collection on that website’s visitors. You do not necessarily have to use Facebook ads to install this pixel or to engage with this data. It is, however, essential that you update your privacy policy to reflect the data that is being collected.
Google Analytics is also a good source for the age, gender and affinity categories of your site visitors, alongside determining who converts, in order to choose the most relevant attributes for your personas. Remember that some of the data collected may not be relevant though. For example, a great deal of the users may be fans of movies, but so are most people using the internet so this may not be the most telling of details about your users.
If you have a big company, or your company has a very well known competitor you can useYouGov profiles to dig for information on your audience – or on your competitor’s.
What questions do you need to answer in order to build your customer persona?
The following should get you on your way to setting up your first profiles:
- What is their gender?
- Their age?
- Their location?
- What device do they use? Are they more likely to use a mobile device to access your website?
- What are their interests?
- What motivates them to buy in general and what would motivate them to buy from you particularly?
- When are they most active online?
- What social media platforms do they use?
- Where are they on their buying cycle? Are they looking for awareness, considering a product or ready to purchase?
These are just a few of the questions you may need to answer about your customer persona to allow your campaign and your company to speak to them in the best possible way.
Example Customer Persona: Charlotte the strategist
Charlotte, 26, works in social strategy and loves to keep up to date with the latest news. She’s in the awareness stage of the buying cycle as she wants to learn rather than use Go Up’s services – but potentially may want to enrol in training courses in the future. When she’s not learning about social and tech she’s a big reader and spends a lot of time online looking at book reviews and online lit mags. She is most frequently on Twitter on her commute to and from work and thus appreciates interesting news tidbits at those times.
Using this customer profile a campaign can encourage brand loyalty with people like Charlotte by sending the relevant information at the right times. That campaign can also target Charlotte with information about interesting training days and courses alongside blogs that she might be interested in. The specificity of this campaign means that Charlotte (or the users that Charlotte represents) are far more likely to engage with content. This can benefit your campaign at every stage.