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    The Customer Persona - A Checklist for Creation

    The Customer Persona – A Checklist for Creation

    If you’ve read anything written by the major marketing gurus over the past few years, you’ve probably heard that creating customer personas is the number one way to connect with both existing and potential customers. Depending on what you’ve read, the concept may be a little overwhelming. Don’t stress. The process doesn’t have to be that difficult. We’ve put together a simple checklist to help you create your first primary personas, so you can build on them from there as you see fit.

    Step 1: Think of Your Ideal Customer

    Spend some time asking yourself questions about who your ideal customer would be. Some example questions are:

    1. Demographics: Are they male or female? How old are they? What level of education have they achieved? What is the customer’s income range? Where do they live? What type of job do they have and in what industry? What is their marital status? What are their interests outside of work?
    2. Psychographics: In addition to demographics, explore their lifestyle, values and beliefs. What are their hobbies, interests and outside-of-work pursuits? What specific values or beliefs influence their decision-making?
    3. Tech-Savviness: Consider their comfort with technology. Are they early adopters of new gadgets and apps, or are they more traditional in their tech usage? This insight can help you tailor your digital marketing efforts. Don’t assume that young people are tech-savvy and older people are Luddites. Tech is a psychographical aspect of most people’s lives.
    4. Media Consumption: Explore their media consumption habits. Do they prefer reading newspapers, watching TV or streaming content online? Knowing where they get their information—primarily—can inform your advertising strategy.

    Step 2: Think of Their Challenges

    Next, think of this person and imagine the challenges he or she has in life or work. Especially consider the ways your business, product or service can help in those challenges. Questions you may wish to ask yourself at this stage include:

    1. Pain Points: What does your customer require for success at work or home? What challenges are most frustrating? What is needed from you to alleviate frustrations? What could prevent them from following through?
    2. Purchase Influences: Explore what factors influence their purchasing decisions. Do they rely on online reviews, seek recommendations from friends and family, or prefer to research extensively before making a choice?
    3. Brand Loyalty: Consider their loyalty to specific brands. Are they loyal customers who stick with trusted brands, or are they open to trying new products and services?

    Step 3: Consider Communication

    Once you’ve figured out a basic picture of your customer, it’s time to envision how you would communicate with him or her. With this information, it will be much easier to put together your marketing plan. Does your ideal customer watch TV, browse the internet daily, use Facebook, Instagram, Snapchat, YouTube or Reddit? Does the customer use email for work or pleasure? These communication details will be critical in your future marketing endeavors. Consider these points:

    1. Social Media Engagement: If they use social media, consider not only which platforms they are active on but also their engagement level. Do they passively browse, or do they actively participate and engage with content?
    2. Preferred Content Type: Determine their preference for content type. Do they consume videos, blogs, podcasts, or infographics? Tailor your content creation to their preferred format.
    3. Language and Tone: Understand their preferred language and communication tone. Some customers may appreciate humor, while others prefer a more formal and informative approach.

    While this may not be a “complete” marketing persona, these three steps will help you put together a basic example of a customer that you can refer to when creating marketing campaigns in the future. You’ll find it very easy to upgrade this persona to a more complete version over time when you see additional details that will be even more beneficial.

    By expanding on these steps and diving deeper into the nuances of your ideal customer’s life and preferences, you can create more comprehensive and effective customer personas to guide your marketing efforts. Remember, the more you know about your customers, the better you can tailor your products, services and messaging to meet their needs and build lasting relationships.


    FAQs

    What is customer persona creation?

    Creating customer personas involves defining detailed profiles of your ideal customers to better understand their needs and preferences.

    Why are customer personas important?

    Customer personas help businesses tailor their products, marketing and services to match their target audience, leading to more effective communication and higher conversion rates.

    How many customer personas should I create?

    Start with a few primary personas that represent your key customer segments and expand as needed based on your business diversity.

    How often should I update my customer personas?

    Regularly review and update your customer personas, at least once a year or when significant changes occur in your target audience or market.

    What’s the difference between demographics and psychographics in personas?

    Demographics refer to factual data like age and gender, while psychographics delve into attitudes, values and lifestyle choices.

    What are pain points in customer personas?

    Pain points are the specific challenges and problems your customers face, which your product or service aims to address.

    How can I gather data for customer personas?

    Use surveys, interviews, social media analytics and website data to collect information about your customers’ behaviors and preferences.

    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.

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