Do you want to generate qualified traffic for your website? Laying the right foundations for sustainable inbound marketing is important to you? Start by defining your character while you are halfway there. Good web content is the backbone of inbound marketing. It is the strategic point of contact with your target customers…
However, we agree that it is impossible to have a relevant and persuasive speech if you do not know who you are addressing. Today we focus on designing the profile of our target audience.
You get it, we’re building character.
However, note that there are several types of personality and many approaches to building them.
What is a Buyer Personality/Marketing Personality?
Based on the principle that we need to know our audience to adapt our communication plan, people facilitate this process.
A character is simply the current or potential ideal customer for a company that marketers envision. He is a fictional character created by gathering information via field studies.
Personality is the marketing objective of your business.
It is important, and even necessary, to create a character as accurately as possible, because this is what allows your company to get a good knowledge of its audience: individuals or companies in the case of B2B. All this in order to control the conversion leverage of your segments.
1. Marketing personalities
The marketing personality is the typical customer of your business. It is defined by demographic data (gender, age, location, etc.), media preferences used, buying motives, etc.
Its usefulness is to measure the viability of a product and to determine the most attractive advertising messages for such a profile. On the contrary, this classification will not be used to design a product or service or to determine its functionality.
2. User character
In contrast to hypothesis-based marketing, user personality is based on real people by collecting concrete data. The information retained is the consumers’ needs and goals, also called “pain points”, in order to best respond to them by adapting the product or service.
Note that “Design Personas” or “UX Personas” are two other common names for user personas.
It is clear that the recipients of these two files in the company are not the same. Salespeople will use personal marketing to design their advertising messages. On the other hand, designers will rely on the user’s personality to imagine all the functions of a product or service.
Why is it necessary to define your personality?
The answer to this question is simple! Addressing one person at a time and getting to know the other person well improves the receptivity of your message and, in this case, advertising. Therefore, setting goals correctly is essential to the success of your marketing strategy and the creation of engaging content.
The Hubspot study revealed a very telling result. Email campaigns that use people have twice the open rate and 5 times the CTR of those that don’t use people.
Knowing who to talk to is also about the difference between customer profiles. Information collected from professional customers if we are in a B2B situation or from individuals in a B2C situation.
The most common difference is that in B2B many decision makers will be involved in the decision making in the same sales cycle.
How do you define your personality?
Professionals divide the character identification process into 4 main steps that must be followed:
1- List of main questions
Here are the types of questions you should ask yourself:
- Who is your product and/or service intended for?
- Who are your current customers?
- What customer profile do you want to beat?
- Who are the customers who are not affected by your product or service? This is the concept of the enemy personality. It allows you to focus better.
- What is the target customer profile of your competitors? This answer will make it easier for you to distinguish yourself in your situation.
This list, as you might have guessed, is not exhaustive.
Having a comprehensive list of the most relevant questions is a real brainstorming task that the marketing team does by involving all the employees. Everyone will express themselves based on the information useful to them in order to get to know the ideal customer profile better.
2. Collect data from the target
Having obtained the most comprehensive list of possible questions, it will be necessary to search for answers. At this point, marketers are responsible for retrieving as much data as possible from their target customers.
For this, there are different ways to combine:
- Take advantage of existing data: Many analyzes are automatically available on your digital communication media. Be it Google Analytics, Facebook audience, etc. You have a good number of socio-demographic and geographic data that are easy to exploit like gender, age, location, etc.
- Meet your existing clients! What is the motive for their purchase? What are their criteria for selecting products/services? And what are their problems, their pain points, etc.? …it’s Ali Baba’s cave!
- Gather information about your prospects: If you are new to a highly competitive business sector, it is advisable, and even necessary, to make direct contact with your goals. How ? By conducting market research on the ground. Otherwise, consider taking online surveys, organizing focus groups, or gathering your useful information about downloading an e-book, technical document, or other attraction.
During the process of collecting data from your target, you must remain vigilant to keep only data that is useful for your study.
On the contrary, it is counterproductive:
- Reclaim as much data as possible and you will drown out overinformation;
- Focus your eyes on the profiles that don’t match your ideal customer.
3. Discuss with your cooperators
Secluded, marketers have little view of the reality of the market. Furthermore, creating a character is not a responsibility reserved for the marketing department. To generate qualified leads, the entire company is mobilized and especially the employees who are in direct contact with the customers.
By way of illustration, I would say that the marketer analyzes the data to understand the behavior of potential customers. Sales people know exactly what problems, questions, and needs your prospects have.
The technical service role is also very important because it is the one that controls the way your products are used.
Additionally, in order to get your ideal client profile in consultation with all the stakeholders we just mentioned, organize one (or more) business meetings that bring them together. It is wise to schedule the latter after the end of the data collection phase.
4. Character creation
You’ve got all your data, now you have to collect it! This hash.
The last stage of this work is the simplest. All you have to do is collect all the information collected and create your character(s).
As a bonus, feel free to name your character and give them a photo. This will help you greatly with your imagination. However, this step remains optional.
Finally, reserve a space in your file to write a personalized message for your character. It is essential that your text is personalized and contextualized in order to target the emotions of your prospects.
To finish this article, I have some good advice for you: Make sure to avoid any bias when describing your personality. You risk getting an overly public profile that only partially represents your target customers. Be open and interested in the market to ensure that you are successful in building your character.