Over the years one of the major aspects of businesses – small or big, has been understanding who their customers are and how to appeal to their target audiences. Today, every successful business model has various ways of tapping customers – new and existing. We see a paradigm shift with most organizations leveraging similar strategies to identify the right persona, and address their needs with relevant messaging.
Which brings us to the question, what is persona? Persona is the representation of your ideal potential customers based on the existing data and research of your current customers.
Your next question would be, why is identifying personas important for your business? To drive content creation, product development, sales and everything else in-between that relates to successful customer acquisition campaigns.
Use various targeting settings of the marketing channels to create the right audience pool.
Mentioned below is a sample list of settings available in various channels
Persona features matrix for an online medical care scheduling service provider
Results for one of the accounts where we have identified personas and changed the messaging accordingly – observed lift in both CTR & Conversion Rate.
|First 30 days with ads not customized for personas||26,014||418||1.6%||$2.8||$1,174||4||1.0%||$294|
|30 days after customizing ads for personas||29,478||688||2.3%||$2.2||$1,541||16||2.3%||$96|
Personalized and customized messaging built on personas yields 2X the average sales pipeline1.
All you need to do as a marketer is to equip yourself with a strategic toolkit to identify personas & address their needs with a relevant messaging, and monitor the impact.