HOW TO CREATE A CUSTOMER PERSONA
02 May 2019
Why take the time to create a Customer Persona?
Customer personas are a very detailed look at who your customers are as people - this helps bring your customer to life and gives you an understanding of their attitudes, beliefs, choices and behaviors. Once you can see things from your customers’ perspective, you can make more effective decisions about how you market to them and what you say to entice them.
A persona may also help you uncover new opportunities to pursue! This could be new features to add, or ways to communicate or service, improvements that will help you get an edge on the competition. So congratulations on getting started on improving your business!
What is a Customer Persona?
It’s a profile of a key segment of your customers that gives basic information about who they are, their goals, challenges and values.
Your customer persona should include sufficient detail on their attitudes and beliefs so that you can relate to them and see your product or service from their perspective. Taking the time to create a customer persona pays off when you’re making important design or marketing decisions - it will guide you to think about how your customer would see things.
What information goes into a Customer Persona?
When creating your customer persona it is important to make sure the information is relevant to your business’ context. But keep in mind that your customers' lives do not solely revolve around your business’ products or services, and neither should your customer persona. Often the best insights for marketing messages or service design come from a deeper understanding of customers’ lives overall. So try to strike a balance!
Things to include:
A picture this helps make your persona more relatable
and understandable as a person
Name this helps the persona feel more real, and makes it
easier to refer directly to it
Job Title (or other relevant title for your business’ needs)
Key information about their company or about their role
that's relevant for your needs
Demographics these give you basic information to help form
a picture of who your customer is
Age - what is the typical age of your customer?
Gender - are your customers mostly male or female?
Salary or household income - an indicator of how much
money they have to spend
Their location (urban / suburban / rural) - this gives
information on their environment and how they travel
Education level - useful for targeting your communication
at the right level
Family characteristics - what is the make up of their family
or household unit?
Values and Fears to understand what motivates them and
what they avoid
What do they care about - who or what do they think about a lot, spend time on?
What is important to them - what is central to their lives? What do they prioritize?
What do they worry about - what concerns do they think about?
What do they dislike - what frustrates them?
Aims and Challenges (relevant to your context) helpful for aligning marketing messages to higher priorities
What are they hoping to do or achieve - what is the higher purpose that drives them?
Where are they struggling - what are they not managing well that you could help with?
How we can help
What can you offer them - to help them achieve their aims and overcome challenges
Along with the basic information we’ve outlined in the template, you may find you need extra information depending on your business and its needs, for example:
- What media they use and when
How they prefer to communicate with businesses
What sources of information and/or news do they rely on
How do they adopt new technology
What they do outside work, hobbies, etc
Relevant and helpful quotes from actual customers
Where do you get this information
The best way to gather this information is from research! To learn how to do customer research on a budget, you can check out our guide to customer research when you're a small business.
Data Look at your site analytics to get insights such as:
- Where your site visitors arrived from
What keywords they used when searching
How long they spent on your site
What they looked at
Where in the world they are located
What devices they are using
Social Media Look at what your customers are discussing on social media about their lives, what feedback they are giving your business directly. Don’t forget LinkedIn! This will help you get information about your customer persona’s job and role.
Ask your customers Ask your audience through surveys or interviews - ask your customers about themselves to get the information directly.
Looking to create your content, choose the right media and craft an enticing message? Then creating a customer persona is the right place to start.
Customer Personas should be a group effort. Get your team together to work on these personas - everyone will have different thoughts and perspectives to contribute, and this ensures everyone agrees to implementing the final product