Meet Your Marketing BFF: Create Your Target Persona in 4 Steps!
Watch NowIn this video, I'm going to give you 4 free easy steps that my company uses to build target personas. Number 4 is critical, so stay tuned till the end. Hey everybody, welcome back to our digital marketing strategy planning series. In the last video, we identified target audiences so that you can have a more profitable B2B business. Today, we're taking that and putting it into my easy four-step template to build your target persona. Subscribe and hit that bell so that you don't miss the next video in our series. For most of you, this is probably the first time you're building a buyer persona, so use your best guess. It's okay, just have some fun, take it a step at a time, and let's start there.
Step One: Start with the Basics
Give them a name and a profile, include their background, education, degree level, company, job title, income, industry, and then move to personality traits—are they fun, outgoing, ambitious, lonely, introverted, extroverted? What's their communication style? This information is helpful so that we can create marketing messaging that will resonate with them.
Step Two: What Are They Looking For?
What are the search terms on Google or Bing that they're going to be using to find you? Use your best guess. You're going to be able to change this in the future anyway. If you want more input, you could use tools like Google Trends to search key phrases that are popular in your field. Include interests like favorite brands, bands, sports teams, fun activities, and travel. This helps pinpoint where to find those people with similar interests on social platforms.
Step Three: Where Does Your Target Persona Hang Out? (Online?)
Knowing where they spend their spare time online allows us to market to them even when they're not actively looking for your B2B product or service, which makes it crucial for selecting platforms for marketing efforts.
Step Four: Goals, Challenges, and Frustrations
This critical step taps into the why behind their behaviors. What are their career or life aspirations, drivers and motivations, challenges and frustrations? Understanding what keeps your target persona up at night and the pain we can solve in their life or business is key to creating compelling pain points in your marketing.
What does pain have to do with your digital marketing strategy plan? It's literally the one thing that's going to make or break your marketing campaign. It's the thing that you need to... watch in the next video. Subscribe, like, and share. Hit that bell. This has been "You Know Ted"; thank you for watching. I'll see you next time... in the pain video... Bye!