Building and creating personas are an incredibly important part of understanding your target market but first of all we should probably go into a little detail about what they are.
Personas are becoming a massive part of marketing and in particular of content marketing, as you need personas to help you deliver content that will be relevant and interesting to your audience. In the most basic definition, personas – sometimes known as buyer personas – help you to understand who your audience is for user journeys and user experience.
Without a well constructed buyer persona, you might only be guessing what content your audience wants and therefore not reaching out to them effectively.
To begin creating a marketing persona, start with simple questions, who is this person? What is their gender? What kind of job do they have? What kind of lifestyle are they living? When will they have time to come in to the surgery as a result?
When you begin to ask these questions, even by simply jotting down notes on a piece of paper, you begin to build up a picture of who your customer is. This is the foundation on which you will build the rest of the persona.
If you want to create a campaign that promotes healthy dental care for children, you will then want to progress this chain of thought. As the child is not necessarily the primary decision-maker in this process, you’ll want to appeal to their parents. Take into consideration your earlier questions and use them to form new ones, such as: When do they pick up their child from school? Are they concerned about baby teeth or orthodontic care in later years? Do they want to educate their child on good oral health?
Once you have these, you’ll want to think about how this person would prefer to access this information. For example, are they online often? Would they respond better to a letter or pamphlet?
How do you know that you can trust the information that you’re gathering? Quite simply, by looking at the facts and figures you can find from three places. First off, check your site analytics to see where your visitors come from, what keywords they use and how long they spend on various parts of your website. This is an absolute must when you’re building personas, as it shows what led them to your site, as well as how they got there.
Use your whole team to create these profiles, this means anyone who interacts with your customers. Someone from marketing won’t necessarily have a personal quote from a customer, whereas your front of house probably will – this is information you want in your personas.
Spend some time researching on social media by doing social media listening tools to a) find your potential customers and b) look at what they’re talking about regarding dental health and how they’re talking about it.
This is just the start of how you can build a good persona and is a great way for you to start engaging your target market.