How well do you know your customers or your ideal customers?
Over the last five years, I have been working on developing great user personas for my business. What I have found, is that by doing this I am able to adapt my business and create better solutions for my audience.
Because the goal is to target the most ideal customer possible.
Furthermore, another thing I have learned, is that most websites or products are not based on user needs. Instead, websites and campaigns are being built on the best trends of 2017, 2016….
I am sure you have seen websites and post with ‘Best website design trends of 2017’.
As a result, we are seeing websites, campaigns and products based on trends and not needs and websites that look the same as others.
The goal of doing user personas or buyer personas is to understand your customers goals. As a result, it is key to identify their background story, demographics, needs and goals. Furthermore, it will help you understand their interests and the tone of voice to use when engaging with them.
Well you get to understand them better and communicate better with them. Overall, this is what inbound marketing and growth driven design are all about. Engaging rather than disrupting.
Today, my goal is to show you how to do this even if you are just starting blogging or new in business. It works for both online and offline businesses. In addition, I will share with you the best method to do this, by using a template that is great and easy to use.
Before we dive into the process and the benefits, let’s talk about the personas we are about to work on.
What are user personas or personas?
In simple words, it is your ideal customer, reader or user. In addition, it is the fictional person or group of persons you build to identify your key customers.
If you are a new business, it is key to identify your ideal customers. Also, it is key to do this even if you are identifying your brand and not only when you are doing a website or product.
For those who have been in business for a long time, this process is a lot easier as you already know who your customers are. In addition, it is key that you do this for any new project that requires your team to know the customers you are targeting.
So why User Personas are important then?
How to create user personas for your business?
The first thing you have to do here is to give your ideal customer a real name and a category.
You want to feel connected to them. If you name them client 1 or 2, there is no connection between the two of you.
But, if you name your client Mary and put her in the Marketing director category, there is a connection that is instantly created.
From there, you look at the overview of this person. Start by discussing their background. Here are a few questions to help you with this section.
1. What she / he likes to do
2. What she / he does at work?
3. How do they feel about they do ?
4. What are her hobbits or what she does after work?
Then start working on her demographics..
Let’s talk about her age, culture and other aspects that make up a persons demographics.
Makes x amount of money per year
Is very active (for fitness companies)
From here you can move on into the pre-sales section. Here you will look at her goals, the problems that she might be having and your solution for this (value proposition).
It is key to identify at least 3 – 5 goals that your ideal customer is looking to achieve.
Then we move into identifying the problems they are having. They key here is to identify a solution for each problem.
The worst thing you can do is identify a problem for a client and not give them a solution. So identify 3 – 5 problems and give them each a solution with one of your services or products.
One of the elements that helps us connect better with people and clients is to understand their emotions. The way they feel before they buy from us and the way we make them feel after they are your clients.
So divide emotions into two. First, is what they are feeling before they buy..
This can be stressed, excited, worried...
Then look into describing how they felt after the bought from you…
From here you are now able to understand and engage your new customer. You are understanding their emotions and learning about their needs and the value you are creating for them. Now, it is time to create a quick elevator pitch for this client category…
I am sure you have seen the TV show ‘Shark Tank
‘. In this great tv show, entrepreneurs go to make a hopefully good pitch to investors. Well, the pitch you want to write here, is not as big, but it is even more powerful.
Because you do not have 5 – 10 minutes to tell your clients what you do, why you are the right choice and the results you can achieve. Instead, you have just a few seconds or minutes to do this.