We all have target markets. Segments of the population we are on a mission to convince they NEED – neigh! can’t live without – our product or service.
Do you find that sometimes, no matter how hard you try, you just don’t seem to be reaching your target market? Do you feel your content is well written and engaging but it just doesn’t perform as well as you hope?
Often we develop content without completely understanding our customers’ needs. Why are they on our website? What are they searching for? Who is on our Facebook page – why are they not liking my photo, sharing my article, singing my praises to the world? This is where personas come in.
Target markets can be far too broad to completely understand what they need. Personas are individual, fictional characters created to represent who is accessing your digital platforms. Through evaluation of available data, you can create indicative personas to get a complete and thorough understanding of the person behind the computer screen.
Where on earth are you getting the data to create these personas?
Oh, you’ll be surprised about the amount of data that’s available if you only look.
1. Google Analytics
A wealth of information, Analytics allows you to get an understanding of the location of your viewers, how long they look at a page, what pages are the most popular, what time they’re online and even whether they’re accessing on a mobile device. This is only a drop in the ocean for the data you can grab from GA! Google Ads also allows you to grab a heap of information, see who is clicking on your ad and consider what is drawing them in.
2. Social Media Insights
Facebook insights allow you to not only see demographics by both age and gender but also what segment is the most engaged. Other available stats include most successful posts, towns of users and page and tab visits. Check out the trends on your Twitter, YouTube and Pinterest to see even further into the pysche of your target market.
3. Enewsletter Stats
Check out the open rate, what stories and links get clicked on and where they are clicking from. This data is readily available and crazy easy to access in Threemail and Campaign Monitor.
4. Primary sourced information
Interview your customers. Chat to your target market. Ask them the nitty gritty questions that will allow you to get an understanding of who they are. Take notes and develop a database of responses. Online survey.
5. Industry specific research
Look at the stats for your target demographic. Look at end of year reports, business plans, ABS statistics, industry studies. Look at them and think, how do they relate to my customers? You’d be surprised.
Great, you’ve overloaded me with data. How do I create these personas?
Gather the trends. Google Analytics showed you that a large percentage of people were viewing your website at 10pm on a tablet. It showed you that one of the top viewed pages was the ‘red heels’ landing page. Facebook analytics showed you that a high percentage of your engagement came from women aged 25-35 and the most engaged time was also 10pm. Most of your page likers lived in Sydney. The NSW shopping report says that 51% of people who buy red heels wear them to work.
You’ve just created Carrie!
Age group: 25 -35
Who is Carrie?
A busy career driven woman, Carrie doesn’t have time to browse the stores.
She squeezes shopping in before bed and browses the website and Facebook before bed.
What does Carrie need?
– A mobile optimised website
– A Facebook deal promoted in the evening to secure her purchase
– A range of gorgeous red heels.
Don’t forget to include where you got the data for future reference, this will mean you’re able to continue to develop and refine a range of personas.
Next time you’re developing content for your channels, consider who is this content aiming to connect with? Which persona am I trying to communicate with? Your content, and customers will thank you for it.
Carrie Image from Shutterstock