The Beginner’s Guide to Advertising Personas
Native ads indeed receive 53% more views than traditional display ads, but native advertising can quickly grow ineffective without a strong strategy. To ensure that your campaigns find success, it’s essential to use precise targeting. Why would you want your ads placed in front of consumers who have no interest in your product or service.
One way to ensure your ads target the right people is by using customer personas or fictional characters created to emulate a genuine user who would use your service. When you adopt these personas, you can advertise using personalized messages that will ultimately reach the actual users they represent.
How to Create Customer Personas
1. Start Researching
Don’t make assumptions when crafting your customer personas. Instead, draw on real data.
If you’ve already created native advertising campaigns, look at your results. Your campaigns can help you learn more about customer demographics.
If you haven’t created a campaign yet, look at your website analytics. Google Analytics can tell you more about the people who have visited your website.
During this research stage, try to learn more about the customer’s demographics and psychographics. These can include:
- Household income
- Pain points/challenges
- Career/job title
- Communication methods
- Marital status
If you’re still struggling to gather this data, send out a survey.
2. Pinpoint Pain Points
Learn as much as you can about the problems your customers are facing. Determine what problems they face and where they look for solutions.
Understanding their pain points will help you craft a helpful solution. You can also find ways to improve the online user experience. Improving the customer’s experience will help them find fast solutions to their problems. If you offer a quick, easy solution, they’ll keep coming back for more.
3. Determine Their Goals
Determine what your customers hope to accomplish in their daily lives as well. What obstacles get in their way? How can you make it easier for the customer to achieve their goals?
4. Offer Solutions
Once you understand the customer’s pain points, look for ways to help. How can you simplify their lives? What value can you offer that they can’t find anywhere else?
Consider different solutions for each stage of the buyer’s journey. For example, customers in the awareness stage might want to read a blog post to learn more about your business. Someone in the consideration stage might want to see a white paper. Consumers in the decision stage often look at pricing or try demos.
5. Organize Your Personas
Segment your broad target audience into separate groups. As you segment your personas, try to imagine a real person.
For example, a single father of three kids will have different priorities than a female college student. While the father might use Facebook and LinkedIn, the college student likely prefers TikTok and Snapchat. Both of these demographics are valuable members of your target audience but should be represented in different personas that require different advertising.
Why Use Personas?
Customers expect businesses to know what they want. In fact, about 75% of customers get frustrated when content doesn’t appeal to their interests. Another 63% expect personalized content as a standard now.
You can’t create personalized content unless you know who your customers are and what they need. To give your audience demographics the personalized content they want, you need to segment your buyers into personas.
The Benefits of Using Personas
1. You Can View Customers as Real People
When creating marketing campaigns, it’s normal to forget that you’re trying to reach real people. Creating customer personas can help you keep your customers in mind. You’ll have an easier time understanding the customer’s perspective as well.
Understanding the customer’s perspective can help you better appeal to their needs. Then, you can offer them a solution to their problems: your small business.
It also helps you better visualize each consumer’s buyer journey; You can see what’s causing them to hesitate before purchasing.
Creating a buyer persona will help you understand the customer’s thought process at each stage of the buying decision. Then, you can create PPC ads that appeal to their current thought process. Understanding what they’re thinking can help you push the consumer to purchase.
2. You Can Get Precise
Creating a native advertising campaign with a broad target audience in mind could prove disastrous. Your ads might appear in front of thousands of people. If those consumers don’t want or need your product, you could waste time and money.
Instead, you can start defining target audience groups for each campaign. Then, you can create landing pages, ads, and imagery for each persona. You’ll have an easier time appealing to each group as a result.
Crafting Customer Personas: Your Guide to Precise Targeting
Segmenting your audience into personas is integral to creating native advertising campaigns that work. With customer personas, you can improve your campaigns and set your small business up for success.
Need help with your next advertising campaign? We’re happy to lend a hand.
Contact us today to get started.
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