How well do you really know the public of your brand? It can be easy to think of your audience as a segment of prospects compared to customers or recent buyers compared to expired buyers. But the most successful brands target subscribers at an individual level. For marketers who do not have the resources for individual targeting, personas can help increase the relevance and effectiveness of emails.
What are personas?
Personas are fictitious profiles created to represent key segments of audience and subscribers according to needs, objectives or common behaviors. Personas help you better understand your audience, allowing you to create specific marketing tactics around each segment. Effective characters:
Describe real people sharing backgrounds, goals, and values
Represent a major user group of your brand
Focus on the main needs and expectations of your main groups of users.
Provide a clear picture of how users are likely to use your products and services
Help discover universal features and features.
How do you create personas?
To conduct research. Who are your users and why do they use your products / services? When you determine which behaviors and expectations influence users' needs and behaviors, use the data you have, including demographics, behaviors, and preferences.
Condense the search. Identify specific, relevant, and universal themes and features for your groups of users. Are there differentiating behaviors, goals or challenges that your products or services can meet?
Organize condensed themes and features into groups of personalities that represent key users. Then name or rank each group accordingly, so that stakeholders can easily remember or refer to personality groups.
Adjust and prioritize personas into primary, secondary and complementary categories. Aim to create three to five personas with identified characteristics.
How do you use personas?
Optimizing contacts . The optimization of contacts is not a universal approach. Different groups of personalities require different contact strategies. The tolerance for the contact frequency will also vary according to the groups of personalities, so it is important to test the frequency and cadence for each of them.
Content optimization . Focus on the benefits-based content that is most important to each character. From prompts to benefit statements, it's important to tailor content to each person's needs and expectations. This approach not only helps to increase the conversion rate, but also promotes long-term brand loyalty, continued engagement in emails and improved placement in the inbox.
Creative Optimization. Does your group of personalities view your messages on a laptop or on a laptop screen? Is your personal group willing to scroll through an email or does it expect the information to be condensed? Creative design and presentation can be customized to increase the likelihood of engagement among personality groups.
Optimization of the messaging program. Research leads to better characters and characters lead to better research. By focusing your email program strategy on effective character targeting, you will probably identify areas of vulnerability and opportunities to improve the overall efficiency of your email program.
Most people see an influx of marketing messages every day in their inbox. Therefore, for subscribers to remain active, your messages must be targeted, relevant and bring value to the subscriber. Understanding who your subscriber is helps you communicate more effectively with the recipients of your messages.
This blog originally appeared on the MarTech cube.