How is a target group profile created

Create a persona in 4 steps: How to use your data properly

What is a persona, what are its characteristics?

A persona is a fictional person who certain characteristics and interests be assigned. It serves to illustrate the target group. Although a persona is fictional, it should be made as concrete as possible.

The better you know your target group, the easier and, above all, the more effective marketing measures can be based on. Because an exact picture of the target group with their very own needs, their wishes and also their worries and everyday problems offers many advantages and simplifies the targeted approach.

It is important that personas are not reduced to age, gender and their job. Because everyone has a private life and idiosyncrasies - so that has to be considered real lives from potential customers. Accordingly, each persona should begin with a Names and one matching picture be equipped. Then there are a number of properties, needs, preferences and problems. This helps to be able to keep the persona in front of your eyes and to keep them in mind.

Purely statistical data on various characteristics of a target group are quickly forgotten, such as the high level of use of social networks by Generation Z. With a persona, on the other hand, it becomes easier to imagine the person and to question measures: What would our persona say about it? Do we reach them in this way and does our product help them in everyday life? Whether for Google Ads (formerly Google AdWords), Facebook or other marketing channels: once created, personas can be used for many purposes and continuously expanded.

Personas are more specific and above all more personal than the pure definition of target groups.
Where one target group For example, is characterized by “female employees aged 25-35 with an average net income of € 3,000, living within a 50km radius of Cologne”, becomes a persona endowed with characteristics that define you as an individual person. Personas are fictional descriptions of potential users based on empirical information and experience.

A target group is a heterogeneous mass of very different people. If marketing is aimed exclusively at this general target group, wastage may arise because special properties are not necessarily addressed. Therefore, it is recommended to target the audience in smaller groups split up and develop personas. A persona then represents a special part of the target group and covers special features of this part of the target group.

 

Develop persona in just a few steps

Step 1: planning and setting goals

Before you can actually start creating the persona, a few additional steps are necessary.

You need firsta target, which is kept in mind during the entire creation. For what purposes is the persona used? This results in the Requirements for the persona including required characteristics and questions to be clarified. Depending on the goal, a persona can be created as in the example inserted. In addition to general information on the demographic data of the persona, information is also provided on their everyday life, lifestyle and demands.

Additional aspects related to the product or service being advertised should be included. For the marketing of a fitness app, for example, information on sports behavior, favorite sports or nutrition and interest in health could be relevant here.

The persona is then rounded off with a name, a picture and a quote. This creates a whole personal picture the target audience.

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Step 2: collect data

In order to create the persona according to the target group, it is necessary to collect and evaluate a range of data. Basic demographics, interests and other characteristics are required for this as many sources as possible be summarized.

Here are a few suggestions to sources that can be used for this purpose, among other things:

  • Customer data
  • Newsletter subscribers
  • Facebook, Twitter and Instagram fans
  • Analysis tools such as Google Analytics
  • Data from the Facebook advertising account or Google Ads
  • Conducted surveys, interviews, observations
  • Customer ratings and feedback

In addition to this information, your own gut feeling about previous and potential customers is of course also important. In addition to the data-based assumptions, additional features can be added. A new part of customers can possibly be reached in this way.

brainstorming and the evaluation Previous data are therefore part of step 2.

Step 3: structure and summarize data

The ideally large list from the previous step is now sorted and summarized.

Here it makes sense to create groups based on interests, demographic characteristics or needs, etc. from the compiled points. According to this, a group could then be formed from people aged 20-30 who, for example, like to be in nature, do sports and pay attention to their diet and health. A second group may be busy people aged 30-35 who want to use their free time to exercise effectively.

Different groups can be formed based on the collected data. Per group - or for them main groups You can then create your own persona in the next step. This represents you with its very own characteristics Part of the target audience

Step 4: create the persona

Here we go! Now the personas are created. After the main properties have been collected, the sedcard inserted above can now be filled with information and supplemented with new points. The groups from step 3 are used as a basis for this and supplemented with details.

As already mentioned, the first step is usually to fill out the demographic datafollowed by aNamesand finally researching one matching picture. Then the table is filled with all the information that is typical for the persona and defines their personality.

Another important feature that should be assigned to a persona in any case in order to use it for planning various online marketing measures is that Online behavior. Where is my persona on the Internet, does they use social media, do they subscribe to newsletters or do they regularly check the websites of regional newspapers? Important information can be derived from this.

Depending on the product or service, it is highly recommended to add and adapt the sedcard inserted above. What else is important in relation to the company or the product? The goal, including the requirements and questions from step 1, should always be kept in mind.

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Filling in the individual items on the list should definitely not be underestimated and should therefore be done carefully and with sufficient time. Valuable information for the planned measures can be obtained from each point. Important: Do not create an average person who covers your entire target group as much as possible. Different personas with very individual characteristics make working with personas much more effective.

The first version of your persona is now available and can be continuously expanded and used. After you have dealt with the person in detail, they stay in your head and it is easier to use them for future measures and questions.

What are the advantages of the persona then?

Personas make the target group lively and less abstract. New ideas and measures can be checked directly for their effect on the persona.

For a few online marketing channels, here is a brief summary of the form in which the characteristics of the personas can be integrated, for example:

  • Google Ads search network: Location, language, age, gender, remarketing, device, time, keywords, household income
  • Google Display Network: Context of the websites, selected websites and apps, age, gender, location, topic, interests, remarketing, device, time, location, language
  • Facebook: Location, language, age, gender, device, interests, behavior, education, occupation, employer, further demographic information, interactions with the Facebook page, remarketing, lookalike

If the personas forTargeting are used, it may make sense to expand the properties specified in the sedcard. In the case of very special characteristics, there is a risk that the size of the target group is insufficient. In this case, similar points can be added to the characteristics.

For example, the persona likes to leave to jog, so could too To go biking, swim or Gym as hobbies in the category Sports can be added. This expansion of the created personas is not always necessary, but recommended in certain cases in order to increase the reach of the advertising campaigns.

Whether for the perfect social media strategy or targeting for Google Ads-Personas are versatile and can be used for a lot of questions about online marketing. Also for them Content development including the correct address and the highlighting and conveying of relevant USPs, personas are ideal. Detailed information on how to use personas for content marketing and what advantages personas offer in this context can be found in this article by Jonas Rashedi.

The defined needs, goals, problems or wishes of the personas help ensure that every idea and every step has an impact Target achievement can be tested for the individual personas.

Conclusion

If you are looking for a new form of Target group definition can get involved, personas are great for giving the target group a face.

It should be noted that the development of a persona, depending on the purpose, requires a certain amount of effort and is usually not created within a short time. But the time invested is worth it - marketing measures can now be directly addressed to the personas checkedbecome. Does our targeting, our channels and our approach reach our persona? Do we meet your wishes and needs and do we meet your requirements?

Building a persona is at best one ongoing process. New points are constantly being added that further refine the overall picture of the person.

Personas should not only be created by a kind of general profile. Surely you have already written a résumé. Do you remember - did it completely reflect your personality and convey an overall picture of you? Probably not. So: Personas have to be filled with life and very individual characteristics in order to help you successfully with online marketing.