You need to create marketing personas for your team. What are the best tools to use?

Imagine this: You don’t engage with all of your cousins equally. Your conversations with uncle and aunts are different than their children, and even among them you would engage a lot more with a few than others. What you are doing is creating different personas for each of them having known them for well and learned their topics of interest, what they like and dislikes and you engage and discuss those specific things with them and not everything happening in your life. Likewise, Marketing personas are all about knowing what your clients and customer like/dislike, their affinity, their gender, age group, and thereby helps you deliver focused messaging in targeted marketing campaigns that will help you convert that into eventually a sale.

Marketing is akin to an exterior image which a seller wants to sells to everywhere/anyone. During this process of selling, a seller needs a face to be put up for the world to check and get engaged with. This face is referred to as 'persona'. A marketing persona is nothing but a collection of key-point USP features which helps a product to stand out in a crowd of million like other products. This persona/face aligns a sellers perspective to market his/her commodity well, while the purchaser gets to understand know-how of the product to be purchased easily.

Marketing fields activities is the domain issue proposed by both ,the client and the consulting in the early pretendering stage.The Marketing activities to be started just after the stage A.and continues until the final BOQ after finalizing the Design,The real guaranteed BOQ will needs experts Engineers who has the abilities to do the bill of material with updated prices according to his part from the total budget.

Imagine a phone company making special plans for different kids: Gamer Gary - Loves gaming. Gets an "Unlimited Gaming Plan" for non-stop play. Homework Hannah - Uses her phone for school research. She gets a "Smart Learner's Plan" with extra data for learning. Social Sam - Always on social media. Chooses a "Social Butterfly Plan" for unlimited chatting and sharing. Movie Maddie - Enjoys watching movies. Picks a "Movie Buff Plan" with fast streaming. These characters help the company create perfect plans, making sure every kid gets what they like, just like choosing their favorite ice cream flavor.

Some of the advantages: - Crafting audience centric content (like for example "AI Wizard Andy") - Improve customer communication with family-oriented discussion (for example "Family Oriented Fatima) - Developing customer engagement related to specific audiences (for example audiences in hiking can be attracted "Hiker Harvey")

Creating marketing personas involves conducting research, analyzing data, and synthesizing insights to develop detailed profiles of your target audience segments. Here's a step-by-step guide to create marketing personas: Gather Data and Insights: Collect data from various sources to understand your target audience. This may include demographic information, psychographic data, customer surveys, interviews, social media analytics, website analytics, and market research reports. Analyze customer interactions, behaviors, preferences, and pain points to identify common patterns and trends. Segment Your Audience: Divide your audience into distinct segments based on shared characteristics, needs, and behaviors.

Start by gathering data on your target audience through surveys, interviews, and market research. Focus on demographics (age, gender, location), psychographics (interests, values), and behavioral traits (purchasing habits, online behavior). Segment this information into groups that represent your ideal customers. For each persona, give them a name and create a detailed profile including their background, goals, challenges, and how your product or service fits into their life. Incorporate quotes or real feedback for authenticity. Personas should be specific, but flexible enough to evolve with new insights. Use these personas to guide your marketing strategy, ensuring your messaging resonates with the right audience.

I normally advise my client to add one more step and conduct “a day in the life of a consumer” for each persona. This exercise helps the marketing team to be in the “persona’s” shoes. How they spend their day, what are the challenges they face and what makes them feel good. Additionally, what type of media they are exposed to and what are the best times to contact them. The insights collected are very useful for product design, quality improvement and optimizing the marketing spend by targeting the right customer at the right time.

Der zweite Schritt ist aus meiner Sicht essentiell. Hier geht es darum, wie ich die "Personas" schneide. Oft werden die Segmente nach offensichtlichen Kriterien definiert, z.B. bevorzugte Warengruppen, Preislagen oder Rolle. Das macht die Segmentierung einfacher, hilft bei der Ableitung der Needs nicht weiter. Ich definiere Personas daher gern nach Bedürfnissen, um daraus dann die passenden Ma?nahmen abzuleiten. Zudem ist die Namensfindung dann deutlich einfacher und pr?gnanter :-)

En mi experiencia, un objetivo inspirador que trascienda los intereses individuales y promueva la colaboración es fundamental. Con un enfoque principalmente en startups y una trayectoria como emprendedora serial, reconozco que mi perspectiva puede estar sesgada, siendo ligeramente romantizada, al creernos como las estrellas de una película de acción. Sin embargo, conseguir crear líderes que inspiren, adaptar el equipo a las nuevas tecnologías y recordar lo que nos hace amar lo que hacemos, es una tarea extremadamente desafiante. Esta es mi receta para el éxito, algo que mi herramienta favorita, ChatGPT4 :D, aún no logra alcanzar: SENTIR pasión por el proyecto.

Developing detailed marketing personas is essential to understanding your target market and successfully adapting your approach. A smooth experience may be ensured by aligning your content and touchpoints with the buyer's journey map. The process has been simplified by tools like Canva, Mailchimp, and WordPress, which makes it possible to create visually appealing and targeted marketing materials.

Para onde o cliente está olhando x construindo personas Para identificar para onde o cliente está olhando, as empresas precisam considerar os seguintes fatores: 1- Objetivos do cliente:Quais s?o os objetivos do cliente ao procurar um produto ou servi?o? 2- Necessidades do cliente:Quais s?o as necessidades específicas do cliente que precisam ser atendidas? 3- Comportamentos do cliente: Como o cliente se comporta ao pesquisar e comprar produtos ou servi?os? 4- Canais preferidos do cliente:Quais canais o cliente prefere usar para obter informa??es e fazer compras? Ao usar personas para entender para onde o cliente está olhando,pode levar a melhores resultados, como maior gera??o de leads, aumento das vendas e maior fidelidade do cliente.

Steps: 1 Mapping customer's walkthrough. 2 Identifying touchpoints (Example, "Fitness Freak Freddie" can relate to maintaining fitness) 3 Value proposition 4 Crafting centric information

La consideración cuantitativa y cualitativa, son dos visiones de la misma pintura uno que nos permite contar y proporcionar, otro que nos permite considerar y agregar al perfil del cliente esa humanidad y complejidad que muchas veces es infinitamente difícil de cuantificar.

Marketing personas should be linked to different campaign buckets and assigned to different funnels. That way you can analyze the roi for each persona. I have always found attitude segmentation as the best method of creating personas.

To keep marketing personas relevant, regularly collect and analyze fresh data through surveys, interviews, and customer feedback. Stay attentive to market trends and customer behaviors, updating demographics and preferences accordingly. Incorporate insights from customer interactions, monitor technological shifts, and collaborate with cross-functional teams for a comprehensive perspective. Periodically review and adjust personas, ensuring they accurately reflect your evolving audience. Regular communication and sharing updated personas with relevant teams facilitate consistent alignment and effective implementation of marketing strategies.

As a UX researcher, I also think it's a good idea to use mystery shoppers and attitude profilers to find out what problems customers are having so we can avoid making the same mistakes again.

Las métricas son importantes, pero incluir aspectos cualitativos en la creación de esos perfiles de interés amplia y consecuentemente potencia el accionar de la org sobre los grupos de interés.

Once one applies all of my previous comments one only needs to update their persona quarterly or every six months. The problems remain the same, the circumstances, situations and level of pain caused a combination of these varies. As the product/service solves additional problems, marketing materials should reflect the same.

Les personas marketing évoluent dans le temps en fonction du marché, des tendances, des évolutions de votre produit ou service et des clients eux-mêmes. C'est indispensable de les mettre à jour au moins une fois par an, ou lorsqu'on per?oit une évolution du marché (une évolution technologique par exemple), afin de s'assurer que les dispositifs marketig proposés restent pertinents et même que le persona reste toujours le même. Il faut pour cela suivre la data et les comportements sur les différents points de contacts digitaux ou physiques. Google Analytics ou Matomo ou Amplitude sont des outils qui permettent de collecter de la data. Content Square permet de collecter de la data par secteur aussi.

Additionally, consider creating visually engaging and easily digestible summaries or infographics of your marketing personas. This can make the information more accessible and appealing to teams outside of marketing who may not be as familiar with the detailed personas. Implementing workshops or training sessions to walk other teams through the personas and how to effectively leverage them in their respective roles can further enhance their understanding and utilization. This proactive approach fosters a culture of collaboration and ensures that the entire organization is leveraging the marketing personas to their full potential.

La visibilidad interna del área de Marketing es crucial para que la imagen de cada uno de los empleados por separado sea afín a la imagen conjunta de la compa?ía de manera alineada

Los perfiles no solo son una guía para los encargados de marketing, ya que representan el foco de la organización por tanto todos deben conocerlos y asumirlos, esto facilitara el abordaje efectivo de los clientes o consumidores.

Everyone in the organization should be familiar with your persona. Yes, infographics, posters, talking about "Zora" in meetings to remind your staff who they are serving. It should be referred to as much as your mission statement, because at the end of the day, serving your ideal client is your only mission.

Marketing is sales or presale. Following my previous comments, the sales team focus shifts from convincing/persuading/coaxing a person to buy to reassurance that the product/service solves their problem and focuses on helping person obtain (purchasing) their solution. Customer service may then ensure proper implementation of product/service for purchaser to realize/experience the solution sought/purchased.

One of the things you should consider is how you can make sure the persona that is built is authentic. People want to connect with something that is real and educational.

Personas are a tricky topic. Mostly because of a focus on demographics and not enough focus on psychographics -which are immensely more important in marketing. When you’re dealing with anyone making any purchase, there is ALWAYS emotion involved. We also know people tend to make irrational decisions (even when they think they’re being pragmatic- that’s an emotion that can cloud judgment). Rather than focus on what age someone is or if they drive a minivan, focus instead on what they will gain (or lose) from this purchase. Is it status among their peers? A promotion, if it works? Could they get fired if it doesn’t? Where and how do they learn and get information? Those are the elements most often missing from personas.

A persona is a good thing if you need to develop generic customers and train your team how to have the high level right responces. It is however also dangerous, most buying decisionmakers are intelligent and most people are intuitively rebelling against fake behaviourr. Every person would like to think he or she is uniques and the mold was broken after they were made. So yes to train and know how to handle certain isseus it is good, but heaven forbid to place a customer in a standard box. If it is a large and complex buying process, make sure you have the right fit and strategy to suite the individual.

O Desafio das Múltiplas Personas Em empresas com uma ampla gama de produtos ou servi?os, muitas vezes existem várias personas diferentes. Por exemplo, um banco pode ter uma persona principal para clientes de varejo, uma persona para clientes de seguros e uma persona para clientes de cart?es de crédito. O desafio é que essas personas precisam conversar ou a estratégia de marketing n?o será otimizada. Isso ocorre porque as diferentes personas podem ter necessidades e desejos distintos e, portanto, requerem abordagens de marketing diferentes.

Consumo de Base Compartilhada Uma solu??o para esse desafio é criar um consumo de base compartilhada para todas as personas. Este consumo de base é um conjunto de informa??es demográficas, psicográficas e comportamentais crucial para garantir que todas as personas sejam consideradas e que a estratégia de marketing seja otimizada. Ao adotar essa abordagem, as empresas podem melhorar sua compreens?o do cliente, comunicar-se com mais eficácia e otimizar suas estratégias de marketing para obter melhores resultados.