A walkthrough of how personas help for laser-targeted marketing campaigns
In today's rapidly evolving business landscape, generic, one-size-fits-all marketing strategies are no longer sufficient to engage today's diverse audiences. As a marketer, it is my job to identify the optimal target audience to market to.
When it comes to user research, we aren't merely crunching survey numbers; we are delving into the intricacies of human experiences. We dive deep into user emotions, opinions, pain points, and sources of delight. This is precisely what I love about user research – the fact that we don't have to go looking for problems that need solutions; people reveal them to us willingly.
Once you've gained insights into the precise challenges people are actively seeking solutions for, you can strategically develop content that speaks directly to the needs, preferences, and aspirations of that distinct profile.
I recently read this narrative written by my colleague and researcher, Swasti Acharya, where she interviewed a food business entrepreneur who recounted the struggles of running their culinary enterprise while grappling with Zomato's steep commissions and discounts.
This article really got me thinking. The problem discussed in this article is not a single person’s problem. It is a significant challenge possibly faced by many food business owners, irrespective of their scale of business.
If I were a content marketer for a Zomato competitor, I would leverage this user story to create an ideal marketing persona and build my strategy around that. Here is how I would do it:
Demographic Profile
I can reasonably assume the following habits, challenges and intent about my user:
Now that I have established the primary intent and key traits of my persona, here are 3 examples of possible topics that I could write about:
I would promote my content on the following platforms:
Here’s an example of what a created audience would look like on Facebook:
All that’s left to do now is to press “post” ✨
I hope you find my process helpful for creating more meaningful campaigns that speak directly to the truth of your audience.
Cover photo by Andrea Piacquadio