This tool is based on the idea that this profile resembles a business's audience so that it can be used as an example when creating content and marketing actions.
So, do you want to learn what to ask to create a killer persona? Then keep reading, because we explain what this is, why it’s important and what questions you should include in your questionnaire. Check it out!
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What is persona?
A persona is a fictional character created to represent a company's ideal target audience . It is developed based on an analysis of the brand's consumers — and competitors — and the goal is for it to have characteristics that bring it as close as possible to real people who already do or may do business with a company.
For this reason, personas are created after market and public research, to collect information and bring together the characteristics common to all customers into a character.
By the way, a well-structured persona has depth and even its own personality. Therefore, it should have:
name;
age;
gender;
preferences;
interests (such as hobbies);
motivations;
challenges;
and much more.
To understand better, check out the following example. Mariana is 25 years old, a college student and an intern at a law firm. She likes to use Instagram and does crafts in her spare time.
Let's say this is the beginning of a description of a persona for an online crochet course. See how it seems like we're talking about a person who actually exists? That's exactly the intention.
In fact, it is quite common to add a photo when creating a persona. This makes it more “real”, making it easier to connect with them when producing content related to their interests.
>>>> Read also: strategic marketing planning — get inspired by 4 examples
Why is it important to define a persona?
Before starting to ask questions to define a persona, it is essential to understand the importance of this strategy for corporate marketing. To do so, continue reading and see 3 main benefits of this for businesses!
1. Personalize marketing actions
A persona allows you to better understand who your brand's target audience is. That is, who the company wants to reach and who is already a consumer. Based on this, it becomes easier to customize marketing actions to fit the interests of customers.
For example, you’ve defined that your persona is a heavy Instagram user. With that, it’s obvious that your ads should be focused on this platform, right?
Well, this example fits in with the other topics that make up this character. After all, the way you talk to someone who is looking for content focused on professional development is different from someone who is looking for leisure.
>>>> See more: digital marketing actions — 6 brand promotion strategies
2. Identifies business opportunities
Defining one or more personas also helps you usa business fax list identify business opportunities. This is because by understanding the characteristics of your audience, you can come up with ideas for new products or services that fit their interests. Is that clear?
>>>> See also: inbound marketing strategy for content producers — how to do it?
3. Improves customer experience
Finally, understanding your persona is a great way to improve your customers’ experience. This is because you can create plans that cover all the challenges they face and even speak directly to them during interactions.
>>>> Read more: Customer Experience — what it is, pillars, importance and 6 tips on how to apply it
Examples of key questions to define a persona profile
To create a character that is the face of your brand, you need to focus on these key questions to define a persona profile.
Who is it?
What are the consumption habits?
What problems do you face on a daily basis?
Why don't you accept a certain solution?
Read on to see exactly what to ask about each of these points!
1. Who is it?
When we meet someone, it's normal to want to know some basic information about them, right? That's why it's quite common to start with their name, age and profession.
Then, move on to deeper questions, such as gender, who is in the immediate family group, and where they live. You can even go further and ask about their work routine and professional goals.
2. What are the consumption habits?
Here, the questions are related to how your audience consumes your products or services. For example, how often they visit your website or store, how often they purchase an item, which companies they consider to be competitors, etc.
3. What problems do you face on a daily basis?
At this point, the intention is to discover the pains and desires of the target audience. Therefore, it is necessary to ask what problems they usually face, whether at work or in their personal life.
To make it even clearer, it is interesting to add questions about which brand products can solve this problem and why this is possible.
4. Why don't you accept a certain solution?
Finally, ask what objections there are to a solution you offer. Just to give you an example, what might make a customer not want to buy your digital marketing course ? It could be the price, the format, etc.
From there, look for ways to respond. That way, you’ll be prepared for when a real customer comes to you with the same question.
Extra: more questions to define a persona
Here are some other persona-defining questions you need to ask to create the best possible representation of your customers.
What do you like to do in your free time?
Are you a practitioner of a religion? Which one?
Do you use social networks? Which ones?
Do you like going out or do you prefer to stay at home?
Do you watch TV? What do you like to watch the most?
What kind of music do you listen to?
Do you have a car?
Do you work in an office or from home?
All of these questions add depth to your persona, making it more like a real person who could be a customer of your company. So, make sure to include them in your questionnaire.
