How to Create Target Personas
This post is a followup to Writing Content for a Website. In this post, we are going to cover a very new and counter-intuitive way to find your perfect audience using surveys.
Content can also be used to rank higher in Google, Bing and Yahoo. For more on that, click here. The strategies of attracting people to your website and converting them are vastly different, but important.
You wouldn’t try to sell air-conditioners to eskimos, would you? It would not be as big a market as selling air-conditioning to residents of the United States or Central America. Conversley, you’ll sell more mukluks north of the Canadian border than you will south of the Mexican border.
You need to understand your perfect audience’s needs so that you can create content that will appeal to them. You will also use this information to effectively market to them!
There are almost always more than one target persona, marketing persona or avatar! To keep them straight, we often name them.
Think of your avatars as sketches or dossiers of your ideal prospects that show you how to find your perfect audience.
They would certainly include their primary and secondary challenges and the solutions you can offer them. There might be information about his or her job title or role. You might include demographic information, such as age (narrow or broad), gender, occupation, salary, location, education, values, personal interests, politics, religious affiliations, media consumed, etc. Anything that helps describe your perfect audiences, their needs and what differentiates them form each other.
There is almost always something you can learn about them to ultimately increase your conversions. (And your site traffic. More on that another day.)
“Understanding who your Target Personas are and what solutions they are looking for is a mandatory requirement for Website Success.”