Marketing that understands your audience
Persona marketing centers on understanding. We’re here to uncover your personas and reveal what makes your customer tick.
Our three pronged approach is designed to know exactly who your customers are, what they want and why they want it, so you can deliver an impactful and transformational marketing strategy.
What is a marketing persona?
A marketing persona, also known as a buyer persona or customer persona, is a fictional representation of your ideal customer. It is a way to understand and empathize with your target audience by creating a detailed profile that reflects their demographics, behaviors, motivations, and goals.
It goes beyond basic demographics like age, gender, and location, and dives deeper into their interests, values, pain points, and challenges.
Are there different types of marketing personas?
A marketing persona is a compilation of information about a group of customers. This information is compiled into one profile. Using personas means you can streamline your marketing efforts, by knowing who you are targeting and what content they need to be receiving.
There’s four distinct marketing personas, each representing a different segment of your target audience, which include; marketing, buyer, customer, and audience persona.
What’s the difference between personas and segmentation?
A good persona is easily distinguishable from a segment. Segments are groups of people who share similar characteristics (e.g., demographics, psychographics or geography), whereas personas are whole personas with complete biographies and complex needs, goals, motivations, and values.
A segment is a convenient way to group buyers into buckets of related data; while a persona is an individual buyer with unique wants, needs and goals who you could name.
Why do you need marketing personas?
Create marketing that works
If you’re currently not using personas on your marketing, your business is at a real disadvantage. Personas will help you create targeted marketing materials that resonate with your customers – and bring them to life.
Build trust with your audience
Through persona marketing, you can focus on individual customers to make products and services more relevant. Improve customer retention and acquisition by optimising your content to specific audiences.
New sales opportunities
Marketing personas also help in product development. By understanding your ideal customer’s needs, you can create products or services that meet their expectations and solve their problems.
Our Approach to Persona Marketing
1. Persona Mapping
We’ll take a deep dive into your target audience and create personas with clear preferences, this will guide and govern your strategy.
2. Persona Planning
Using our persona insight, we’ll work with you to discuss the tactics, platforms, messaging and initiatives that will be most impactful.
3. Persona Marketing
Once the plan is in place, we’ll advise the team on strategic roll out and activity focused on your persona needs.
Our Persona Toolbox
Content & Audience Audit
An audit and analysis of your current audience, activity and content. Plus additional preferences, needs, considerations and opportunities.
We’re able to identify trends, attitudes and behaviors of individual personas – on a global scale.
Analysis of preferred touchpoints of your audiences, as well as content motivators to refine your marketing approach.
A critical analysis of how you and your competitor’s content is performing on social media, as well as insight on how your sector/market category is talked about online.
We introduce our AMEC proINSIGHTS measurement model, and stress test our persona recommendations to ensure they’re fully measurable.
We upskill on specific elements of the personas to ensure future delivery is considered as part of your wider business model.
Social Media Marketing
- Social Media Marketing StrategyRead more
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Our support doesn’t stop there
We’re an integrated agency, so when it comes to launching your new approach, we’re on hand to help across all areas of your marketing activity. Including media relations, content marketing, brand creative, paid strategy, and more.
What are the benefits of building a persona for the buyer?
Are there different types of marketing personas?
Types of buyer persona examples:
- Marketing persona
- Buyer persona
- Customer persona
- Audience persona
Can You segment your marketing?
Apple is a perfect example of a business that knows how to segment its audience, targeting various campaigns to a multitude of different markets. In recent years, its commercials have included ultra-cool, street-wise commercials targeting millennials who enjoy cutting-edge technology, advertisements for families who rely on their smartphones and tablets to handle their everyday lives and keep up with their family, and campaigns targeting business professionals who work on-the-go using their Apple products. There have also been commercials targeting amateur photographers out there who explicitly use their smartphones to catch stunning off-the-cuff moments. These are four very different people, all very successfully targeted by Apple.
What are buyer personas? What are the main components of well-developed buyer personas?
How long should my personas be?
How many personas should I have?