While segmentation is used to divide populations into uniform groups based on various segmentation criteria, personas are used to delve into the most optimal and potential customer. They go in depth with the individual and represent the larger target group. Personas are created based on interviews and real customer insights and can include:
- Gender
- Age group
- Education and training
- Values
- Place of residence
- Image
- Job title
To gain real insights, you can interview people who have knowledge about your customers. For example, your sales consultants, customer service colleagues and, not least, existing customers. You can also put a short survey on your website that your visitors can fill out before they leave the site.
Personas are created to determine who your brand should target, what texts you should have on your communication material and website, what articles should go on the blog and what snippets you can post on social media.
By placing your personas in the different steps of the customer journey, you get a great foundation for topics and angles for your articles and texts. After all, we all want to educate and engage with our services to increase conversion rates.
