Might it be time to power-up your personas? Or, create them, if you haven’t done so already? Are you keeping up on what’s in the heads of your target customers?
Obviously, the more you know about your target audience, the better.
The deeper your insights into what moves, inspires, and challenges them in daily life, the better your chance of engaging them with useful, meaningful content.
Making sure your personas are representative of customers today, assures everyone on the marketing team, including agencies, are all are on the same page of your marketing playbook.
Of course, that playbook starts with nailing your brand positioning.
Getting clear about who you are as a company, what you stand for in the minds of customers, and how you stack up against the competition, is critical. A brand-driven marketing plan is a must-have, if you want to flourish in the increasingly competitive interior design biz.
With content marketing playing a bigger role than ever in the marketing mix, knowing what content to serve up to attract your ideal customer prospects is the crux of the game.
How do you make sure what you’re saying to these customers and prospects is as relevant and valuable as possible ? How do you know you’re delivering content that will move them to engage with you?
The answer? Fine-tuned personas.
Doing a deep dive into the mindset, behaviors, and a prospects relationship to your products or services, will provide you with the insights needed to deliver meaningful content. The deeper your understanding, the better your content.
So, what is it that you should include in the optimal persona?
How do you make sure these fictitious personas are driving your content in the right direction? A direction that will ultimately result in forming a relationship with a customer?
To start, even though a persona represents a fictitious person, they should each be based on real data.
You can get that data from primary research, or from your existing customer data, and listening to your customer service and sales teams.
The key to getting to the right data lies in what you want to include in your optimized version of your personas. There’s really no set best practice format for personas. This article illustrates 10 examples.
But, the example that really hit home with us is within this article outlining a presentation by Ardath Albee entitled, “Buyer Personas You Want to Use: The 9 Essential Parts”. It’s not specific to our interiors business, but it digs deep into the context to your personas.
We combined Ardath Albee’s key points, and everything else we’ve learned, to create our own list of what we think should be included in our personas for our modern furniture business.
Here’s our 11-point plan:
1. Gender, name, and age.
Choose a name that reflects your persona’s heritage and social environment. Add education, family or household situation.
2. Day-in-their-life scenarios in the first person.
This will be the most important element of your persona, but do it last. It’s the cumulative of all the other parts. What’s their lifestyle? Interests? Hobbies? Favorite places to go? Are they a sports fan? When someone reads this scenario, they should say, “I get this person”.
3. Quotes about their interests, dreams and aspirations.
Do they like to travel? Want to own a home in the country or at the beach? Do they have a favorite ski resort? Or surf town? What kind of music do they like? Art lover? What type? Do they dream of changing careers? Doing charity work?
4. Their aesthetic.
What does their home or work place look like? What’s their style? What aesthetic are they drawn to?
5. Objectives and goals of this persona in their job.
What outcomes are they accountable for? The more specific you can be here, the better. Write them up in the first person-from their own point of view, in the way they would talk.
6. Job situation and biggest challenges.
How long have they been there? What are their skills? What’s their professional demeanor? Leadership position? A nurturing mentor? Or, an assistant who’s just learning the job? Eager? Entitled? Go beyond their position and get into their mindset. Biggest challenges?
7. Obstacles to engaging your company for a project.
What are the stumbling blocks? The barriers? Is there a competitor that stands in your way? How do they feel about that competitor? What do I need to know to convince this person to consider us?
8. What they want from your company.
How do they use your services? What products do they look to buy from you? What are their expectations? What questions would they ask at each step of the engagement process?
9. Content preferences.
What media do they consume? What social channels? How much time do the spend? Favorite apps? Where do they look for information? What type of devices do they use? Where do they look for information about your products and services
10. Search words and phrases.
What words would your persona use when searching for a product or service like yours? Listen to how they speak about your services. It will likely match up to the words they search.
Find a great portrait image that exemplifies the character and personality of each persona.
Pull together a collage of images that illustrate who they are and how they live their life. This is not necessary, but being in the design business, we believe in imagery as the best way to illustrate a point.
We’re convinced revising your personas periodically is a smart move. Do you agree? Is knowing exactly what makes them tick essential to your content strategy?
We think so. By delivering content they crave, you’ll attract the type of clients that are ideal for your business, and retain those you already have. That’s when you know your content marketing is working hard enough.
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.