Get the Most Out of Your Marketing Personas with 22 Questions

Tuesday, February 3rd, 2015 at 10:00am
Get the Most Out of Your Marketing Personas with 22 Questions

This is the third blog in our persona series (1 & 2).

You know your target audience. You’ve created the personas that represent them. Now, you have to figure out how to attract, retain, and convert those personas. Knowing what makes your personas tick will allow you to strategically connect their needs with your goals.

There are 4 questions you need to answer in order to create your marketing strategy for each persona. Luckily, you can answer these questions, by asking your personas these 22 questions.

#1 - How can you best reach them?

In order to communicate effectively with your audience, you want to know where they spend their time (online and offline) and what content they prefer.

  • How much time do they typically spend online?
  • What devices do they primarily use to go online?
  • How big is their social and professional network?
  • What are their preferred social media channels?
  • Do they prefer written or verbal communication?
  • How do they manage their inbox?
  • Where do they go for advice?
#2 - How do you attract and keep their interest?

Once you know where to find your target audience, you want to identify how you can pique their interest, drive them to your content, and keep them engaged.

  • What sites do they visit most frequently and why?
  • What type of content is most appealing to them?
  • What topics are most important to them?
  • How much interaction and engagement are they seeking?
  • How much time do they have to interact with you and/or your content?
#3 - How can you help them?

Remember the golden rule: Always Provide Value. It’s crucial that you determine how to best serve your audience, because if they’re not getting what they need from you, they’ll find it somewhere else.

  • What problems are they trying to solve?
  • What are their biggest pain points?
  • What are their concerns and fears?
  • What do they want to get out of interacting with you and/or your content?
  • What’s their level of expertise in their industry and in your industry?
  • What can you offer them that no one else can?
#4 - How do they make their decisions?

It goes without saying that ultimately, you want to convert your visitors into leads and your leads into customers. After all, you want to maximize your return on investment. As a result, you’ll want to know as much as possible about your personas’ decision making processes, so that you can nurture them appropriately along the way.

  • What are the driving factors when it comes to making decisions?
  • What is their role in the decision making process?
  • How quickly do they make decisions?
  • How much research do they do before making a decision or recommendation?
  • Are they the sole decision maker, or there other parties that influence the decision-making process?

By answering this short list of questions, you’ll be able to fully develop your marketing personas and optimize your marketing strategy accordingly. Now get out there, create that targeted content and convert those leads!

We’ve created templates of our own that you can download and use, or change to suit your own needs.

[Download - Higher Ed Version]

[Download - Standard Version]

What are some other questions that you would ask as you’re developing your marketing personas?

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