The importance of the persona in market strategy
The importance of the persona in market strategy
From a business perspective, know and, above all, understand who buys/will buy a company’s products/services is fundamental for increasing sales and consequently achieving results. This analysis is only possible after the definition of a
persona
.
What is a persona?
A concept used in
marketing
to create a kind of profile of a brand’s ideal customer, thus allowing the target audience to be identified.. A persona helps define both the language and tone of communication used by the brand. In other words, each and every communication action of a brand is optimized taking into account the study and construction of the “brand”.
persona
who purchases your products/services.
The persona applied to marketing
O
marketing
is one of the most strategic areas with regard to actions that seek to reach the maximum number of people who contact / may come into contact with the products / services of a brand. The objective is very clear: to position the company as a reference in the market.. This market is increasingly competitive.
In an ever-changing world, consumer habits have also been changing, so one of the continuous works of a brand concerns the research and analysis of its target audience, arousing their curiosity by creating specific and relevant content..
Despite the
persona
being a fictional character, it contains in itself the same characteristics as the real customer. It is created on the basis of it. There are several characteristics, which should be detailed and even personal, but we can highlight a few:
- Self-identity: name, age, marital status, locality, occupation, income, aspects of personality;
- Interests, concerns, difficulties, aspirations;
- Consumption habits: Where you usually purchase a product/service, how regularly, how much you are willing to spend.
An example of a persona
Carolina is 20 years old, from Porto, and is in the last year of her degree in Advertising and Marketing.
Marketing
, in Lisbon. She moved to the capital at the beginning of college and lives alone in a rented house. One step away from the job market, she has always known that her career path will go through an agency, with a focus on content marketing. Despite the doubts of her family and boyfriend in investing in this area, she never left aside her determination and proof of this is the success she is having over these 3 years. She loves traveling and following the main influencers and agencies in this segment. A fan of fashion, you won’t miss the opportunity to enjoy a good cocktail on a rooftop or to see the big premieres at the movie theaters.
In conclusion
Thinking strategically about creating a persona is key to reaching our target audience. The key is to understand and respond to their needs. If this is still an abstract concept for you and you are looking for help in defining it, do not hesitate to contact us. Get in touch with us using the form below!
Source: Neil Patel
