Single male, 40, successful business owner, seeks working female, enjoys an active lifestyle and dressing trendy.
No, it’s not a classifieds ad (do those still exist?!), it’s a marketing persona for the athleisure company Fabletics.
Don’t know what a marketing persona is? Don’t worry.
In this blog, we’ll take a look at this useful marketing tool. We’ll discuss why it’s important, how to create a marketing persona and the benefits of using one.
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We thought so. Let’s get started!
A marketing persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
Picture your ideal customer – now take the time to write down everything about who they are and what they do. That’s a marketing persona.
Marketing personas typically include basic demographic information such as:
In addition, you should include personal information such as their key goals and the obstacles that prevent them from achieving their goals – this can help you develop more effective marketing materials.
To create a marketing persona, you need to gather insights about your current – and desired – customers. Here are a few ways to do this.
Once you’ve gathered enough data, you can create a marketing persona for each of your customers. We’ll go over an example persona below.
We prefer to show, not tell. So let’s give you an example of a marketing persona. Let’s say you’re running an online store selling fitness equipment like jump ropes, pull-up bars, yoga mats, and so on.
Who should you market to? Using information gathered from your website and other sources, you find out that most of your customers and website visitors have the following attributes, and you can develop a marketing persona. Let’s call him Busy Bob.
Busy Bob’s goal is to improve his overall level of fitness. However, he has a few obstacles that are getting in the way. He’s short on time, since he has a professional career and has a child – likely a young child, given his age range. And he may also not have worked out in a while, so he’s not sure how to get started.
So, how can you advertise your services to Busy Bob? Maybe you could put together a 30-day guide to improving your overall level of fitness, and offer it for free with an email signup at your store.
Or, you could create an article that puts together a list of workouts that take 30 minutes or less – and include some of the equipment you sell on your store as suggested products.
By simply looking at your demographic information and putting together a marketing persona, then thinking through the goals and obstacles that face that persona, you can develop insights that will help you develop a much more effective marketing strategy.
Wondering why you should go through the effort of developing marketing personas? Here are just a few of the benefits that you’ll enjoy if you invest the time and energy into creating marketing personas.
For these reasons – and quite a few more – taking the time to create marketing personas for your site is definitely worth the investment.
Get started today, and see how your store can boost sales by using informed, specific marketing personas.
We hope this guide has been informative and helped you learn a bit more about marketing personas. At 121eCommerce, we specialize in Magento website development, and it’s our goal to empower entrepreneurs and small business owners with the tools they need to succeed.
So take the lessons you’ve learned in this guide – and start building your own buyer personas. Looking for more tips about running your Magento store? Check out our blog, and you can learn more about Magento marketing, administration, design, and so much more.