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How do you make advertising personas and customer journeys?

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If you want to create effective advertising campaigns, you need to understand who your target audience is and how they behave. That's where advertising personas and customer journeys come in. These are tools that help you visualize and segment your potential customers based on their characteristics, needs, motivations, and actions. In this article, you'll learn how to make advertising personas and customer journeys for your own business.

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Branden Cobb, MBA

Effective Marketing and Profit Driving Executive: Strategy, Change Management, Leadership

1 What are advertising personas?

Advertising personas are fictional profiles of your ideal customers. They represent the different segments of your market and help you tailor your messages, offers, and channels to their preferences and goals. To create advertising personas, you need to do some research and analysis of your existing and potential customers. You can use data from surveys, interviews, analytics, social media, and other sources to identify their demographics, psychographics, interests, pain points, and buying behavior. Then, you can group them into distinct categories and give each one a name, a photo, a backstory, and a quote that summarizes their attitude.

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Branden Cobb, MBA

Effective Marketing and Profit Driving Executive: Strategy, Change Management, Leadership
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Personas allow you to think from the perspective of some of your most common and recurring customers. There will always be outliers, but if you can make custom advertising targeted at each of the personas and also grouped advertising still niched for these personas as a whole, you will be able to better resonate with the consumer and convert advertising dollars into sales.

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2 What are customer journeys?

Customer journeys are maps that show how your advertising personas interact with your brand across different stages and touchpoints. They help you understand how your customers discover, evaluate, purchase, and use your products or services, and what influences their decisions and satisfaction. To create customer journeys, you need to outline the steps that your personas take from awareness to loyalty, and identify the channels, content, and actions that they use or encounter along the way. You also need to consider the emotions, expectations, and challenges that they experience at each stage, and how you can address them.

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Branden Cobb, MBA

Effective Marketing and Profit Driving Executive: Strategy, Change Management, Leadership
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Picture all the steps a consumer makes to complete a purchase. What stages of thought, over how long, and what do the interactions with your company look like/what can you control along that journey. Try to remove friction and make buying simple.

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3 Why are they important for advertising?

Advertising personas and customer journeys are important for advertising because they help you craft more relevant, personalized, and engaging campaigns that resonate with your audience. By knowing who your customers are and what they want, you can design ads that speak to their needs, values, and aspirations, and that offer solutions to their problems. By knowing how your customers behave and what they feel, you can choose the best timing, frequency, and format for your ads, and optimize them for conversion and retention. By using personas and journeys, you can also measure and improve the effectiveness of your advertising efforts, and track the return on investment (ROI) of your campaigns.

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4 How do you make them?

Creating advertising personas and customer journeys requires a specific approach, so here are some tips to get you started. Define your goals and scope first by considering what you want to achieve with your campaigns and what segments of your audience and market you want to focus on. Then, collect and analyze data using both online and offline methods. Based on this data, create 3-5 personas that cover the main segments of your market, giving each one a name, photo, backstory, quote, age, gender, income, education, occupation, hobbies, goals, pain points, and buying behavior. You should also create customer journeys by mapping out the steps each persona takes from awareness to loyalty and the touchpoints they use or encounter along the way. Finally, review and update your personas and journeys regularly to reflect any changes in your market or customer feedback.

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5 How do you use them?

Once you have created your advertising personas and customer journeys, you can use them to inform and improve your advertising strategy and execution. For example, you can use them to segment and target your audience based on their characteristics and needs, as well as create and test ads that resonate with them. You can also measure and optimize the results of your campaigns by tracking key performance indicators (KPIs) such as impressions, clicks, conversions, retention, and revenue. Additionally, you can evaluate and improve the customer experience provided by your ads by assessing their emotions, expectations, and challenges. All of this can help you optimize your ROI.

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Branden Cobb, MBA

Effective Marketing and Profit Driving Executive: Strategy, Change Management, Leadership
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Just as people learn differently, people can also buy differently. Create multiple pathways and allow consumers to choose their path, but also help guide them down each path.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Branden Cobb, MBA

Effective Marketing and Profit Driving Executive: Strategy, Change Management, Leadership
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Advertising targeted at “everyone” tends to be ineffective. The more niche you can get the better. However, you also don’t want to exclude potential customers. So always test new personas while giving continued attention to your successful personas.

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How do you make advertising personas and customer journeys?

1

2

3

4

5

6

1 What are advertising personas?

2 What are customer journeys?

3 Why are they important for advertising?

4 How do you make them?

5 How do you use them?

6 Here’s what else to consider

Advertising

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How do you make advertising personas and customer journeys?

1

2

3

4

5

6

1 What are advertising personas?

2 What are customer journeys?

3 Why are they important for advertising?

4 How do you make them?

5 How do you use them?

6 Here’s what else to consider

Advertising

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