Have you created your customer persona profile?

Andrew Ballard

A few years ago I wrote a column — The Four Secrets to Marketing Success — that generated far more response than usual.

That feedback inspired me to provide more detail on the topic.

This is the first of a four-part series that breaks down the four fundamental truths of generating a greater return on marketing investment.

The four secrets to marketing success are as follows; and the sequence is important.

■ Target the right market;

■ With the right message;

■ Through the right media;

■ At the right moment.

I joke with colleagues and clients by saying, “You only need to do four things right to be wildly successful in marketing.

Market, message, media and moment…what could be more simple?”

Of course, doing all four things right is much easier said than done. Understanding these fundamentals is not difficult… therein lies the challenge of “doing them right.”

Secret number one — target the right market. I believe it’s obvious to many who run a business they need to target the right market if they want to sell their product or service.

My observation is, however, that few have a structured way of doing so. The tool many marketing experts use, including yours truly, to more effectively hone in on the most lucrative niche is called a Customer Persona Profile.

Before explaining how to develop your customer persona profile, I’ll debunk the common misconception about targeting.

The process of targeting a market is counter intuitive.

You’d think that the larger the market you target, the more customers you’d attract.

That approach actually results in the opposite effect.

If you spread your marketing resources too thin, you won’t create the necessary impact to influence behavior.

Several studies cite “the rule of seven” which references that it takes an average of seven exposures to a marketing message before consumers recall the brand or respond to the offer.

Based on your budget, you may want to target a smaller footprint or a single more responsive niche segment.

Going through the process of developing your customer persona profile will help you determine where to aim your marketing resources…toward the most responsive and profitable segment of your overall market.

Doing this right will lower your cost of acquisition, which, will increase your margin.

A customer persona is a profile of your ideal customer.

It identifies the person with the greatest need for your product or solution…one who will remain loyal and refer others to your business. The key elements of your customer persona are (but not limited to) as follows:

Demographic Attributes: Include gender, age, relationship status, residence, income, education, employment. If selling to businesses, entail industry, size (revenue and employees), location and decision makers.

Pain Points: Your customers’ fears, frustrations, challenges…essentially the problems they want solved. Pain points establish their priorities.

Personality Characteristics: Define their nature and temperament, e.g. pragmatic verses spontaneous, people or task oriented, logical or emotional, charismatic or quiet.

Values and Goals: What is important to them, what they care about, what they aspire to accomplish, and what motivates their behavior and choices.

Research Habits: The process they go through to find a solution to their problem, and how they research to find a provider to meet their wants and needs.

If you do an online search for “customer persona” you’ll find free templates that can help guide you through the process of developing your profile. Assuming you are solving a real problem or filling an important need, the fact is, the more accurate your targeting, the more profitable your business.

Customer persona profiles are not only used to “target the right market,” they are a great tool to refine and personalize your marketing “with the right message.”

Be sure to look for my December column when I’ll write about how to craft the right message.

Andrew Ballard is president of Marketing Solutions, an agency specializing in growth strategies. For more information, call 425-337-1100 or go to www.mktg-solutions.com.

Talk to us

More in Herald Business Journal

Snohomish County manufacturers sew 27,000 masks for nurses

Two Mukilteo businesses, and others around the county, have shifted their focus to fight COVID-19.

Most building sites have shut down, but there are exceptions

The state Senate Republican Caucus has asked Gov. Jay Inslee to lift the ban on residential work.

During this outbreak, let’s be warriors

Amid the coronavirus pandemic, it’s time for a renewed focus on making a difference.

Trump uses wartime act but GM, Ventec are already moving fast

The carmaker is working with the Bothell company to produce up to 10,000 ventilators per month.

Comments welcome on the proposed Lake Stevens Costco

The company’s permit to fill wetlands is under review. Public comment is open until April 12.

Trump stops deal for Bothell’s Ventec to produce ventilators

The project would have had the company producing more than 1,000 ventilators a month.

As Boeing shuts down, an employee’s family is left to grieve

To his family, Elton Washington is much more than a statistic in the growing COVID-19 pandemic.

Paine Field passenger volume plummets; flight changes likely

Despite a 68% drop, the passenger terminal’s owner expects to weather the coronavirus crisis.

Inslee signs the law repealing a Boeing tax break

The move, which the aerospace giant sought, aims to resolve an international trade dispute.

Inslee signs law allowing sharing of sales tax with tribes

It also helps end a legal fight over taxes involving the county, the state and the Tulalip Tribes.

Boeing plants here to close; infected Everett worker dies

To the relief of anxious employees, the company said it will shut down factory operations for two weeks.

Not everything is closed as businesses evolve to stay alive

Places are offering curbside pick-up and online orders and are banding together to draw wary customers.