How to create characters for marketing in 2020
Creating customer characters will help you determine your marketing strategy by highlighting who the customers are, what situations they face and, most importantly, what goals they are trying to achieve.
What is a marketing person?
A person in the context of marketing refers to the ideal client or clients for your business. They are defined by a mixture of any of the following attributes or actions:
4-position / description
5-interest in the product
The marketing person is a “fictitious” representation of the actual user and is used in the early stages of product development or product redesign.
Persons are vital to the success of a product because they make design decisions by taking the general needs of users and putting them at the forefront of planning before design actually begins.
Buyer personas are important because, without knowing who your ideal customers are, it is very difficult to create an effective marketing strategy to attract more people of this type. A customer’s person is a fictitious idea of your ideal customer, his history, goals, objectives, etc. Without understanding the ideal customers inside and out, marketing efforts and business growth can be at risk.
They are fundamental to marketing because without knowing them, you can never offer anything but a general message designed to “catch everything” and hope that it will resonate with most of your audience.
Are there different types of marketing characters?
Marketing characters can vary greatly, from vertical to vertical, from B2B to B2C, and from country to country. Since people can be defined by so many different variables, it really depends on how the business tracks and stores data for the potential customer.
How to create a character – quantitative or qualitative research?
If you know customer attributes before they appear in your digital asset, you can segment them based on what you know. If you do not know, then you can “hammer” them, based on certain actions on the site. This is commonly known as a load rating.
The key is not to simply segment them, but to understand how each “group” behaves and interacts with the website/application so that you can identify key trends between them. Groups can cross these trends, which means you can combine them to create a larger group that is related by their behavior.
Here are three tips for creating your marketing characters that use a combination of quantitative and qualitative research methods:
1. Upload your sales data and go crazy in Excel:
Your historical sales data is a rich source of quantifiable customers. These are people who have already bought from you, and understanding why they did this is key. Look at the following attributes/activities:
Define low/medium / high-cost thresholds – this can help you if you have the option of cross-selling and reselling. It can also help you reward larger sponsors or encourage smaller sponsors with offers or discounts.
Jobs – Do C-suite people buy more from you than executives?
Location – some areas spend more than others, do they buy some products over others?
Gender and age is a common occurrence for tracking babies born during the baby boom, millennium or generation d, as people of the same generation usually have similar buying habits.
The days of the week are always amazing how many people buy on a particular day of the week. You might not be surprised that there will be more people on weekends, but what about 8-12 AM on Monday? We have a customer with this model of consumer behavior.
Buying one or more items – this can help you tailor messaging and targeting with cross-selling capabilities and limited offer times.
Country is another location-based attribute, but shopping behavior may indeed vary from country to country.
2. Leading score of key events:
In fact, the evaluation of potential customers gives the actions on the site the number of points corresponding to how important this is for you as a business.
3. Interviews, interviews, interviews:
Interview previous or existing customers (feedback forms), customers on the website (real-time polls, chat, etc.), find out why they bought from you and what helped them make a decision. However, the most important interview group is your sales team.