How to Identify the Ideal Target Audience to Create a Marketing Persona

When it comes to marketing your product, company, or content, it’s important that you research your target audience. The people you’re reaching out to your marketing strategy aren’t all alike; each of them has their own niche, personality and passion.

This begs the question: What does an accurate description of your ideal customer look like?

What is Target Audience?

Your target audience is the ideal customer that you want to attract to your product or service through your marketing efforts.

Practicing understanding your target audience, what they use, the benefits they enjoy, and why they hire your product or service will help you create engaging content.

This knowledge becomes useful to your marketing team when you document it as a Marketing Persona.

What is Marketing Persona?

Your Marketing Persona is a document that details who, what, when, where and why your target audience is, in addition to understanding general demographic information like gender, title, function job, business size, team size, needs, pain points, and challenges.

How to define your target audience

The goal here is to attract as many customers with the same goals, aspirations, pain points, and challenges as your best customers.

Start by asking yourself:

  • Who are our current best customers?
  • What qualities do these customers share?
  • What prompted these customers to seek out a solution like our product or service?
  • Why do they hire our products or services?
  • What do these customers gain by choosing us (instead of a competitor)?
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You can also dive deeper into audience research to document your target audience in the form of a much more powerful Marketing Persona.

Launch Customer Survey

The best way to reach an audience like your current best customers is to understand why your current customers are renting your product.

Use a tool like SurveyMonkey or Crowdsignal to ask your customers questions like:

  • What is the main reason you use {insert your product or service}?
  • Why would you choose {insert your product or service} over other solutions?
  • What is the most important difference {insert your product or service} makes to you today?
  • If you don’t use {insert your product or service}, what are you most likely to use instead? / What would you probably use instead if {insert your product or service} is no longer available?
  • How would you describe (briefly) {insert your product or service} to others?
  • What is the biggest benefit that {insert your product or service} brings? / What is the main benefit you get from {insert your product or service}?
  • What prompted you to look for a solution like {insert your product or service}?
  • How many people work at your business?
  • How many people work on your team?
  • What blogs or publications do you like?

Analyze the results for trends and commonalities in word choice, pain points, challenges, benefits, and emotions, and include them in your Marketing Persona template.

The easiest way to distribute that survey link is via email. Here’s an email template you can copy+paste into your email service provider to easily send to your customer list:

Subject line: Quick offer?

Hello, {insert customer name}.

Thank you for joining us at {insert your company name}. Most of our customers tell us that with {insert your product or service}, they {insert main benefit}. I hope you have the same success!

Right now, I want you to do one thing:

Take this quick survey to help me understand why you signed up for {insert your product or service}. That’s 2 minutes. Not a joke.

I ask because knowing what makes you sign up is really helpful for us in making sure we’re delivering what our customers want.


{Insert your name}

P.S. You just found the best {insert category of your unique product or service} around. I hope you enjoy it and decide to stick with it!

How to write your Marketing Persona

Use Google Analytics to understand the demographics of your current audience, such as age and gender.

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Go to the Audience and Demographics area and select Gender to see who you primarily appeal to.

Then click Age in the Demographics area.

From here, I want to do some simple math to find the Persona name.

For example, let’s say Seothetop’s primary visitor is a 29-year-old woman. The current year minus her age will show she was born in 1989. You can use a website like to find the most popular girl name that year, for example Jessica.

From there know her personality.

Use the data you collect from your customer survey to enter Company Size and Team Size (applicable if you’re a business-to-business marketer).

Use Google Analytics again to find where the majority of your audience is coming from. Under Audience, select Geography and Location to drill down into geography.

Then, use the information from your customer survey to determine the rest of the marketing personalities in the Emotions area:

  • Why do they seek solutions?
  • Why do they choose your product or service?
  • The #1 benefit they get from your product or service
  • Closest competitor they look at
  • Customer Quotes (written in common words)
  • Favorite blogs + publications they like

This gives you a visual way to introduce your team to your Marketing Persona.

Congratulation! You’ve just defined your target audience and written a Marketing Persona to help you drive more people to your brand, just like your best existing customers!


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