How to craft strong marketing personas and make your digital marketing content 10x more relevant

Picture this: you’re a musician who’s on the hunt for the next awesome guitar. You have a gig coming up next month. One fine afternoon, you get two email newsletters – one of which is pitching a guitar company’s latest model on the market. The other newsletter is about a new condominium with vacancies. Which one would you pick? It’s a pretty clear cut answer – because clearly, the real estate company didn’t care much for the idea of marketing personas.

So, what are marketing personas?

Marketing personas are your key to understanding your audience better. Think about it: if you don’t know the needs of your consumers, your content will be vague, too generalist, and the opposite of targeted. In the world of digital marketing, you can’t afford to let useless content take up space – especially if you’re gunning for more leads and conversions.

So what actually goes into a typical marketing persona? You need to get to know your target consumer the way you know your best friend (that’s how you buy a suitable birthday present for her). It’s all about the details: you’ll need info like age, gender – and the deeper things like values and fears.

Marketing personas are, essentially, sketches of the people you want to serve and connect with.

BTW: check out our free marketing persona template before digging into the meat of this article.

Why do digital marketing personas matter so much?

Buffer’s Kevan Lee had this to say about the importance of marketing personas in digital marketing:

“What these sketches provide is a touchstone for creating content: When I can put a name and a background to the people reading what I write, I can hopefully meet their needs even better.”

This is totally true. Imagine a platform like Lazada. Its consumer base is so wide and varied because there are so many different people looking for different things. Having digital marketing personas can help a shopping platform like Lazada display ads that are relevant to certain groups of people. A tired housewife might be looking for a robot vacuum cleaner to help offload some of her burdens, so she’ll scroll right past item listings in the video games section without a second glance.

If you know what your audience is looking for, you’ll know how best to catch their attention and serve them. This also shows that you’re paying attention to your customers – and it’s this dedication and sincerity that will take you far, whether it’s digital marketing or otherwise.

A framework for your very own digital marketing personas

We’re not going to let you go without something awesome, obviously. We’ve come up with a template you can use to fill out your digital marketing personas. But first, let’s take a look at what information you need to pay attention to (and why).

  1. Basic personal information. This includes age, gender, education, and family details. Where do they live? What did they study in school? Background traits go a long way in making a person who they are, so take note!
  2. Details about their job. Where are they working? How big is their company? How long have they been working there? If they’re an entrepreneur, what kind of company is it?
  3. Go, go, goals! List down the possible motivations and goals of your marketing persona. Sally is looking for a stable, meaningful job that’s relevant to her degree, but Jacob is looking for something that doesn’t require a university education of him. At the same time, you can figure out the challenges these people face. This is important, because without problems or goals, how can you create solutions and content that will help your personas achieve success?
  4. Personal values and ethics. Things that matter to your consumer should matter to you too, whether it’s about animal welfare or political issues. Getting into the head of your consumers may sound lowkey creepy, but people value the chance to be truly understood and heard.

Ready to create your own marketing personas? Here’s the template, on the house.

You’re now well on your way to creating focused, targeted content for your consumers! How awesome is that? Spread the word and tell your digital marketing buddies if they need some help in creating personas!

If you’re on the hunt for a fulfilling career in digital marketing, be sure to check out our platform for thousands of marketing career opportunities. See you around!

Sophia Lee

I used to freelance exclusively for Glints - now I'm a content marketing intern working furiously in the backdrop. Talk to me about writing any time! (Or we could have a serious discussion about video games and e-sports... that's cool too.) Find me on Instagram (@pxtrx)!

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