How To Develop Customer Personas
“Get closer than ever to your customers. So close that you tell them what they need well before they realise it themselves.” — Steve Jobs
Let’s face it, people are complex – at least from a marketing sense. We think that by getting to know your customers better, and by really understanding their journey, is what will set you apart from your competition. When it comes to developing a customer-centric business strategy or marketing campaign, we firmly believe that the first step is to identify and understand your target audience. Understanding what your customers do, and how they think and feel, is critical to your brand and business success.
For businesses seeking a data-driven approach to planning brand strategy, customer profiling is essential in understanding the requirements of your target audiences. Comprehensive and accurate customer profiles can help companies make sound business decisions and improve their overall performance. It’s about using insights and research to identify your ideal customer, their attributes, their values, career goals and where/how these people communicate. This information will help you to create targeted, personalised brand experiences that will affect consumer behaviour.
Rather than just looking at pure brand communications, we like to combine genuine insight with sound strategy. Through the process of research, business analysis and reviewing all available data, we gather a wide range of information about your customers. This provides a clearer view of their touch points with your business and a better understanding of the products and services they may be interested in and any pain points that are likely to become barriers to purchase.
We can look at demographics, market insights, behaviours and their entire buying journey. This work helps us to devise relevant marketing campaigns, identifying areas for our clients to improve their communication, products/and or service provision. In addition to this, we would also recommend identifying a list of customer benefits, to explain how your business provides additional value.
Through comprehensive, accurate customer profiles, businesses can make informed decisions and improve their overall brand experiences. And we can help you with this.
We will identify the key drivers that will have the biggest impact on your business in the shortest possible timeframe with a clear focus on the customer. We believe it’s about making them feel like they really matter. At this early stage, this allows you to understand exactly what your audience thinks, feels, and does in relation to your market. Knowing what drives them and what needs they have, provides an understanding of how your business can better serve them, which is critical to brand development and success.
By looking for insights and identifying trends that can be utilised creatively, either through marketing communications or improved business processes, we help you to influence buyer behaviour. Sometimes, this can be providing a new perspective that unlocks potential that already exists within your business, but that only an objective analysis can reveal.
