Last week we talked about building a profile for each of your target markets. Today we are going to take it even farther. Not only do you need to understand all the demographic characteristics of your target prospects, but you need to have a personal relationship with them. That means creating “personas.”
Yep, give each of your target markets names, real people’s names.
For instance, if you sell plumbing supplies to plumbers, your target market persona might be named Joe. These people are usually male, 35 to 55, sports fans, hard workers, they start early in the morning and finish when it gets dark, they probably spend time working on the job site as much as they are in the office. You get the idea.
If you sell software to the purchasing department and a procurement manager is your target prospect and they are typically female, in their late forties, they have been with the company for a while, they are detailed oriented and tough negotiators, her persona might be called Betty.
By giving your targets personalities, you will be able to adjust your messaging and marketing accordingly. Ask yourself, “Would Joe or Betty respond to this web page, or this special offer?” If the answer is yes, you are on the right track. If the answer is no, or I don’t know, consider other options.
Ask your personas these questions too. What websites do you visit? What blogs do you read? What emails do you subscribe to? How do you participate in social media, LinkedIn, Facebook, Twitter. Do you watch vidoes on YouTube. These answers will help you when we build your marketing plan.
Action Item – This won’t take long at all and it might be fun. Grab the paper where you created the profiles for your target markets and now give them each a persona. Continue to build out that profile. Write down all the answers to those questions above. The more detailed you can get it, the better your marketing will perform. Hold onto these profiles because we are going to use them tomorrow!
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