The persona is a representation of the ideal customer and works as a market segmentation tool. A persona is built on real data about customer behavior and characteristics.

Why create a persona?
The building of a persona helps the company to know its target audience more deeply, allowing for a clearer and more objective vision.
Thus, a persona helps you determine the type of content that will help you achieve your goals.

1 - Helps to define the tone, language and what type of content you should create;
2 - Helps to define the marketing strategy;
3 - Provides information on, for example, which social networks to use, which media should you invest in, and the focus of communication about the product/service

How to create a persona
According to SEMrush, marketers initially tend to give a fictitious name and photo to the persona and then with other details, namely:


Demography:

• Age and gender;
• Annual income;
• Location;
• Education Level

Professional situation:
Important to determine whether segmentation is aimed at decision makers or consumers of the product or service.

• Position held;
• Activity sector
  

Psychological Characteristics
Psychological characteristics are important data for profile construction, as consumers are increasingly looking for companies/brands that meet their interests and ideals.

• Professional and personal goals
• Main beliefs and values
  

Challenges and Weaknesses
By discovering the customer's main problems, the company will be able to provide a more framed and satisfactory solution.

• What are the biggest problems and weaknesses
• What are the obstacles to overcome and challenges they face
• What are the fears (rational or irrational)

Sources of information and influence
By finding out which opinions the ideal customer values and which main platforms they use, it becomes easier to decide where to focus the communication.

• Preference regarding blogs, social networks and websites;
• Who are the main influencers and opinion leaders;
• Which events and conferences are of interest
  

Purchase process

• Role of the persona in the decision-making process
• How often they make the purchase
• What prevents them from buying

How to find data to create a persona?
One of the easiest ways to get data for creating a persona is to use your current clients
After defining what data you want to collect, you can opt for interviews or questionnaires, request information from your sales team or responsible for customer management, or for example, opt for the gathering digital data (such as Google Analytics).

Veja Também: