Persona Development

Persona Development is “a composite sketch of a key segment of your audience” (Ardath Albee). In other words, it is the legitimate process of creating a fake customer based on analytical information from your actual customers’ behavior. By creating personas, your company can gain a better understanding of how to deliver content of most relevance and usefulness to a particular group of audience. The best way to get the most accurate understanding is by creating 3-5 personas using a template.

In a template you want to gather both general profile and specific information about your persona. The more specific you get with your persona’s profile the better. This way your company will have a deeper understanding of your customers (their thoughts, feelings and behaviors) and will be able to find any overlooked tactical opportunities for your products/services. You will need:

– Name and job title

– Demographic

– Their goals and challenges

– Their values and fears

– Their hobbies

– Computer Literacy

– Where they get their news

– Blogs they read

– Customer quote

In order to come up with a specific profile on your persona you want to gather data information from your analytics to find out where your clients come from. Checking the keywords your clients used to find your business, and seeing how long they spent in your site can help you with this.

Another way to gather specific information is by communicating with all your team members that work directly with your customers. No one knows your customers better than those who actually get to communicate with them. These team members would be able to communicate the concerns and thoughts your customers bring up frequently. You can also get these informations by checking out all your social media accounts to see what your customers are saying about your company, as well as what questions they may have for your company.

If there are more specific information you would like to know about your customers, performing surveys and/or interviews are the best way to do so.

To find out more about persona development, contact Sperling Interactive.

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