The more we know about our target audience, the better. That’s especially true in the increasingly competitive interior design business. But, how do we best define our target audience?
We all have our clients. However, if you want to grow your business, who are the people you want to add to your target list?
Maybe you want to change your type of client? Maybe you want more of the same? Maybe you want to add a different type of service? How do you figure out who these people are, and if you need to talk to them differently in your marketing efforts?
It used to be best practice to have a target customer profile. But these days, that’s not enough.
Online and social media allow us to talk more directly to individuals. Knowing what’s important to them, and what information they’ll find of value, is essential.
That’s why you need to change your target audience profile into personas.
Personas are a great way to figure out exactly who you’re talking to, and give you direction on how to most effectively communicate with them.
A persona is simply a fictitious person who exemplifies a group of potential target customers. They give you a deeper understanding of who you’re trying to engage with your communications.
If all your customers share the same mindset and interests, you might just have one persona. If they have nuances and different interests, you’ll want to develop more than one.
For our modern furniture business, we developed seven personas, even though its recommended you max out at five.. So, how do you go about this?
It’s recommended that every aspect of the persona must be based on real data and research findings. However, sometimes we don’t have the time or resources to do this process by the book.
We think it’s better to take a short-cut to develop your personas without research resources, rather than not have them at all.
We ran across this article entitled “Hacking Your Buyer Personas: The Only Three Questions You Need to Ask” from the Content Marketing Institute.
It contains a great tip on a short cut that made a lot of sense to us.
The key here is digging deep into the mindset of your persona to really understand what makes them tick.
It boils down the process into 3 critical questions:
- What is the first thing my customer thinks about in the morning?
- What is the last thing my customer thinks about at night?
Seems simple enough. Right? Give it a try and develop your first persona if you haven’t already.
Once you’ve answered these questions, identify your persona’s age and gender, give your persona a name, a family situation, an occupation, a list of hobbies, interests and favorite places to go.
Find a portrait image that exemplifies your persona.
Base the development on the answers to your 3 questions, along with some educated assumptions. Now that you have a deeper understanding of who you’re talking to, fine tune your marketing communications to engage that person with valuable information.
It might not be the process followed by the big guys, but it gets you thinking more deeply about your customers.
When you do this, you’ve taken the first step toward achieving your new growth strategy for your business.
Want to learn more about personas? We’ve also written a blog on best practices for those who have more time and resources to conduct research and develop personas based on the findings.
VIOSKI is an experience of artistic expression brought to life in timeless modern furniture design. Unique in style, charismatic and sensual. Each piece is masterfully created to be simple yet complex. Proportional yet fluid. Handcrafted in California by master artisans who devote themselves to extraordinary quality. VIOSKI is New-Century Modern.