Create a User Persona With a Process That Actually Works

Posted by Haley Walter on Oct 5, 2018 8:13:00 AM
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Creating a user persona is an essential part of any marketing strategy. Why? Because without one, you can't correctly or accurately understand or market to the customers you want to reach. So what is the best process to create one? How do you know that you are correctly reaching your audience? Well, keep reading to learn how to create a user persona template that will blow everyone out of the water. 

Have a Template

Having a user persona template that is established ahead of time, is not only helpful, but it is necessary. Creating a persona template that has all of the information that you would like to have answered helps you create the questions that you will need to fully understand your target. Good items to have on this template are things like "how does this persona benefit from working with my company," "how does this persona get information," or "what types of brands does this persona prefer to interact with." Having an idea of what you need to know to fully understand your target audience makes creating a user persona easier and can help streamline your process. 

If you are struggling to come up with items for your user persona template, check out other user persona templates that exist on the internet. They are all slightly different, and you will be able to determine which pieces you do and don't want for your template. As a result, you will build yourself a highly specialized user persona that is unique to you and your business' needs. 

Do Your Research

Without good research, your user persona is basically worthless. You need to get out there and talk to people to really understand your target market and how they tick. You won't be able to understand your user if you don't make the effort to get to know them. So, take some time with your interviews. Understand who they are, what they do, and why they do the things that they do. You'll come out with some great information. We recommend setting up 5-7 interviews with people in your target market. Make sure you cover the topics that are in that template that you just made because that is going to help you create your user persona later. 

Facebook Audience Insights is another great tool to help you do your research on your ideal user. With the help of Audience Insights, you can get information on your target market's relationship status, education level, and location. This tool allows you to put in information that you know and you can filter by the rest to get insights into the minds of your user. 

Understand Your Audience

So, after you do your research, you need to take the time to really understand what your target market is telling you. If you've done your research correctly, you will find that once you dig into that data, there are lots of little "nuggets" of insight that you can use to improve your user persona development and your marketing efforts. If you are finding that you still have some holes in your research, reach back out to those people you initially interviewed. Or, ask new people that you think will fall within your target. This will give you new perspectives and insights and will fill in those holes that you had. 

When you take the time to really understand your audience, amazing things happen. It's how you know what messaging to use, or the correct channels to advertise on. It's how you know that you are actually providing a product or service to your user persona that means something to them and that they WANT to use. 

Test, Test, Test!

The most important part of creating a user persona is testing it and making adjustments as you go. Over time you will find what works and what doesn't. The beauty of marketing is that it is okay when something doesn't work like you wanted to. What is important, however, is that you make adjustments so that you can still achieve results in the long run. Test your user persona and find where you are having issues. Figure out why those are issues and decide what you can do to make it better. 

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Topics: Marketing Strategy

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