A customer persona is a fictional character that resembles the characteristics of your ideal customers. Knowing who your customers are, where you can find them, their pain points, and how to address and solve them is essential.
The customer persona helps you understand your customer in much more detail. It will help you know what motivates your customer, what they care about, and why they want a solution to their pain points.
Having a customer persona will help you create a product that your customers will love. Furthermore, it will help guide you in effectively communicating with your customers and potential customers at the right time and place with the right message.
We already know what a customer persona is. Let us look into how to make a customer persona.
How to create a customer persona:
There are different ways to make a customer persona. But the best approach is to survey your current customers and target segments. You need to reach out to your potential customers and ask them specific questions, which will help you prepare the persona.
If you are an established business, your collected customer data will be beneficial. If you have a customer support team, talking to them will give you ideas on who customers are and what they want.
Different components of a customer persona:
Demographics in a customer persona tell us about the location, age, gender, job role, and salary of a person. It gives a higher level of understanding of our customer's backgrounds.
Location, age, and gender will tell you about the places where you need to promote your business. The job role and salary will tell you about the spending limit of a persona.
The questions you can ask your customer:
What is their name?
What is their age?
What is their gender?
Where do they live?
Are they married?
What is their education level?
What is their household income?
In what role do they work?
Where do they work?
What industry do they work in?
What tools do they use in their work?
Whom do they follow professionally?
Note: It's optional to ask all of the above questions. You need to adjust the questions according to your need.
2. Likes and Dislikes:
This part will tell you about the things your customers care about and things they dislikes.
To have a deeper understanding of your customer, you can ask the below questions:
Where do they like to spend their time?
Things they don't like doing at all.
Their favorite actor and actress.
Their favorite creators.
Which type of movies or series do they like?
Which are all places they want to visit?
3. Motivation and goals:
Motivation tells us about the things that help our customers to take their next step. Most of the actions that we carry out are due to some motivation. It could be the motivation for better living standards, inspiration for minimalist living, or something else.
Knowing the motivation will help you craft a marketing plan keeping it in mind.
The goals of a person tell us what the things they want to achieve in their life are. It also tells us where we can find them. Example: If a person wants to travel, we could see the person in travel forums and blogs, or the person could be watching a travel video.
Ask the below questions to understand the motivation and goals of your customer:
What personal and professional goals do they have?
What stops them from achieving their goals?
What is the thing that keeps them motivated even in hard times?
What drives them to make a decision?
4. Pain points:
For most businesses (except luxury brands), you must solve your customers' problems. When you build a product or service which solves a problem, people will love it.
Ask the below questions to people who have a pain point that you are solving:
What is the single biggest problem they are facing?
What problem does this pain point cause?
What is their desired outcome from the product or service?
What will their day look like without the pain point?
If they have tried any solution before?
If yes, why did the previous solution didn't work for them?
What stops the person from living a dream life shall be described in this section.
5. Hobbies and activities:
Hobbies will tell us what our customers do throughout the day. They could be surfing the internet or watching some reels. If they are sports lovers, they could either play it or watch it.
Hobbies will guide us on where we can find our ideal customers. If our target customer loves watching reels, we know we can use Instagram to reach our customers.
To understand the hobbies and activities of a person, ask the following questions:
What extra activities do they love doing?
Where do they spend their day and free time?
In which social media channels do they spend most of their time?
What blogs, videos, and podcasts do they regularly visit?
What types of communication do they prefer? Audio, video, or text communication?
Once you receive answers to the above questions, you will notice a pattern of responses your customer has provided.
Group the common answers into each category. Doing this will help you in creating your first customer persona.
Note: A business can have one or multiple customer personas depending on its need. So if you think you need more than one persona, you can create it.
We hope this inspired you to create customer personas for your target segments to advance your messaging and communication efforts so that your marketing communications resonate with your customers.
We encourage you to contact us at Big Guy Business Consulting if you have any questions, want to learn more details, or want to share your experience.