Effective digital advertising requires a deep understanding of your company’s target market(s). Many businesses take market demographics at face value and neglect a deeper exploration of who their audience(s) is/are and what makes them tick. Is this a realistic view of the person who is buying your products and services?
Now imagine that you are able to go beneath the surface, and leverage data from your analytics platform (especially any advanced segments you are tracking), perhaps your programmatic advertising platform, and the data you collect on your website. The view you have of that buying persona suddenly takes on a whole new color:
Getting there doesn’t require endless focus groups, luck, or incredible feats, it’s actually as straightforward as filling in the blanks.
Begin by aggregating the demographic points you are aware of:
Next layer on elements you can learn from research and the aforementioned data:
Once you’ve answered these questions – and any others relevant for your brand – it’s time to craft your persona. Just with [the picture above], the more lifelike and rich of a character description you develop for your persona the easier it will be to grasp who he or she is and what he or she most needs from your company. Persona profiles can then be used to inform decisions about advertising and Content Marketing campaigns, topics, design creative, user interfaces, calls to action, and more. The applications are limitless.