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If you’re already using email marketing via your CRM, you’ll want to look at your open rates and click through rates, as well as taking an especially hard look at what CTAs (calls-to-action) seem to generate the most clicks and actions. CRM Data – If you have a CRM (customer relationship management system) such as Hubspot, Sharpspring, or Marketo, you’ll want to pull data from that as well.These buckets won’t necessarily end up being your end personas, but they’ll at least help you start thinking about the differences between members of your audience, For example, you may choose to separate things out by age group or gender, or perhaps by mobile vs. So, take a good hard look at what your Google Analytics Data says about your audience and begin to separate it into distinct buckets so that it’s easy to analyze. But, it can also tell you more specific information about visitors, such as their average age, gender, interests, the types of devices they’re using, their progress (user flow) through the pages of your websites, and what channels brought them to you. Google Analytics can give you general information about your website and it’s audience, such as how many visitors are coming to your site and how long they’re spending on certain pages.
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Google Analytics – At the very least, you’ll need to set up Google Analytics for your business’s website.This will require looking beyond the perceptions you hold about your customers and really drilling into data to discover what makes them tick.
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Before you dive into brainstorming your personas, gather and organize your data so that it will be easy to read and assess, and then ensure you have everything you need to get a solid picture of your customers. These data points are going to be important for creating your customer personas as well. Step 2: Gather Customer Data PointsĪs a digital marketer, you understand the importance of having plenty of data points to look at when analyzing the efficacy of your marketing efforts. This will make it clear what you’re trying to achieve and how the personas you’re investing in will be used. Give some deep thought to your intentions behind this persona development exercise, get feedback from other key marketing stakeholders in your business, and then record your final goals and objectives. For example, are you trying to improve or target your messaging? Are you trying to create better content that resonates with your audience? Are you redesigning your website and want to have a better idea of what will appeal to your audience? Or, are you doing something larger in scale like mapping and optimizing the customer journey? Step 1: Set Customer Persona Goalsįirstly, ask yourself “why am I doing this?” Customer personas take time to develop and you will need to continue building them long term – so, it’s important to make sure you go into this exercise with a clear idea of what you would like to accomplish with them. So, how do you go about creating and using customer personas? We’ll show you how, step by step. Additionally, they explore what kinds of content and which messages are most likely to capture and hold a prospect’s attention. Essentially, they’re fictional representations of your key audience, and they provide you with everything from basic demographic information drawn from data points, to relevant activities, hobbies, and habits for the audience. What are Customer Personas?Ĭustomer personas are a great way to get a better idea of who your audience is and what makes them tick. So, how do you combine your honed, colloquial/general customer knowledge and this hard data sourced from reliable tools? The answer is customer personas- and when you utilize these, we can ensure that your brand will create a more accurate and detailed audience model to inform your marketing efforts. Chances are, the resulting picture of your audience will be accurate on some level, but it will also include inherent biases because it’s coming from your perspective instead of your customer’s.įortunately, there are many ways to analyze customer behavior more directly (and accurately) using data from sources like Google Analytics, marketing CRMs, and social media platforms, as well as digital reviews and customer feedback surveys. It’s likely that you’ll use existing knowledge of your customers to make some educated guesses about what types of content will resonate with them and how they might interact with your brand. In this work, you will outline your ideal customers and discuss what messaging will best convey the advantages of choosing your product or services to them. Let’s set the stage: You and your team are working on updating your website, content, and brand messaging.