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What are the latest trends and best practices in advertising design and copywriting?

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If you want to create effective and engaging ads, you need to understand your target audience and their needs, preferences, and behaviors. This is where customer journey and persona come in handy. These are two tools that help you map out the stages and scenarios that your potential customers go through before, during, and after buying your product or service.

Discover what customer journey and persona are, why they are important for advertising, and how to create them using some examples and tips.

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Roy Thompson

Producer/Director/Founder
Sylvain Lamoureux??

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1 What is customer journey?

Customer journey is a visual representation of the steps and touchpoints that a customer takes from becoming aware of your brand to becoming a loyal advocate. It shows how they interact with your ads, website, social media, email, and other channels, and what emotions, pain points, and goals they have along the way. Customer journey helps you identify the opportunities and challenges that you can address with your advertising strategy and content.

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Roy Thompson

Producer/Director/Founder
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However, the customer journey is also about the perceived outcomes of the client. It's been my experience that new technology creates a huge opportunity, however, the lag in comprehension of what new technology can do specifically gets lost in translation. As an example, some businesses are not tech-savvy. They cling to the old ways of doing business that is expensive, clunky, and not fit for scaling. The cure to this dilemma is to take the customer's vision into account. Establish their awareness of technology that can assist their business, as this puts you into the driver's seat of showing them the ways your widget makes that happen successfully.

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2 What is persona?

Persona is a fictional profile of your ideal customer based on real data and research. It describes their demographic, psychographic, and behavioral characteristics, such as age, gender, location, income, hobbies, values, motivations, challenges, and online habits. Persona helps you create personalized and relevant ads that speak to your customer's needs and wants.

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Sylvain Lamoureux??

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The terms "avatar" and "persona" are often used interchangeably in marketing to refer to a representation of an ideal customer or target audience. Both terms are used to answer the same question: who is my perfect customer? A customer avatar, also known as a buyer persona or marketing persona, is a fictional character that represents your ideal customer. It is a detailed profile of a single individual depicting your target audience. The word "avatar" is often used in Internet Marketing as shorthand for ideal customer or client avatar. P.S. Customer avatars can be used in various aspects of marketing, including content marketing, paid traffic, product creation, copywriting, and email marketing.

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3 Why are they important for advertising?

Customer journey and persona are essential for advertising, as they enable you to segment your audience and target them with the appropriate message, offer, and call to action at the right time and place. Additionally, they allow you to design and test your ads based on how they fit into your customer's journey and how they appeal to your persona's interests and pain points. Furthermore, they enable you to measure and optimize your ad performance based on how they influence your customer's behavior and satisfaction. Ultimately, they help you build trust and loyalty with your customers by demonstrating that you understand them and can solve their problems.

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4 How to create customer journey and persona for ads?

To craft a customer journey and persona for ads, it is essential to take the following steps: Collect and analyze data from your current and prospective customers through surveys, interviews, analytics, social media, and other sources. Identify the shared patterns, segments, and objectives of your customers and organize them into distinct personas. Define the stages and activities of your customer journey, from recognition to advocacy, and map out the touchpoints and channels that your customers use or come across. Create and test your ads based on your customer journey and persona insights, and modify them as necessary.

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Sylvain Lamoureux??

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Creating an effective customer journey map and buyer persona is crucial for successful advertising. Understanding your buyer persona helps direct every aspect of your customer journey map towards them. Focusing on the awareness, consideration, and decision phases of their journey through journey-based advertising (JBA)* allows you to deliver less intrusive ads that deliver the right content at the right time. P.S. Journey-based advertising (JBA) applies inbound marketing principles like customer empathy and value to paid ads.

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5 Examples of customer journey and persona for ads

To understand how customer journey and persona work for ads, let's consider two examples. Anna, a 25-year-old graphic designer living in a big city, is the persona created by a travel agency to promote their vacation packages to young couples. Anna loves to travel and is looking for a romantic getaway with her boyfriend. The customer journey for Anna shows how she discovers the brand, compares their offers, books a trip, and shares her experience. Ads are designed and run to target Anna's interests, pain points, and goals, such as displaying beautiful destinations, offering discounts, providing testimonials, and encouraging referrals. Bob, a 35-year-old web development agency owner with a busy schedule, is the persona created by a software company to sell their project management tool to small businesses. The customer journey for Bob shows how he learns about their product, signs up for a free trial, uses its features, and upgrades to a paid plan. Ads are designed and run to target Bob's needs, challenges, and benefits, such as demonstrating how their tool can save him time, money, and stress, offering tutorials, support, and testimonials, and providing incentives and reminders.

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6 Tips for creating customer journey and persona for ads

Creating an effective customer journey and persona for ads requires careful consideration. Data and research should be used to validate assumptions and avoid stereotypes and biases. It is important to be specific and realistic when describing customer attributes and behaviors, while also avoiding creating too many or too vague personas. Additionally, customer journey and persona should be updated regularly to reflect changes and feedback from customers and the market. Finally, it is essential to align customer journey and persona with business goals and value proposition, and to communicate them clearly to the team and stakeholders.

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Sylvain Lamoureux??

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To create a customer journey and persona for ads, follow these tips: 1. Create buyer personas to understand who your customers are. 2. Document the customer journey for each persona and note the differences. 3. Identify the touchpoints* where customers interact with your brand. 4. Map out the steps that customers take to complete a purchase or conversion. 5. Use data and analytics to inform your customer journey map. P.S. Touchpoints are the points of contact between the customer and your brand. They include social media interactions, website visits, email communications, phone calls, and in-store visits.

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What are the latest trends and best practices in advertising design and copywriting?

1

2

3

4

5

6

1 What is customer journey?

2 What is persona?

3 Why are they important for advertising?

4 How to create customer journey and persona for ads?

5 Examples of customer journey and persona for ads

6 Tips for creating customer journey and persona for ads

Advertising

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What are the latest trends and best practices in advertising design and copywriting?

1

2

3

4

5

6

1 What is customer journey?

2 What is persona?

3 Why are they important for advertising?

4 How to create customer journey and persona for ads?

5 Examples of customer journey and persona for ads

6 Tips for creating customer journey and persona for ads

Advertising

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