Customer Centricity & Profiling

Persona Building

Learning Outcome

5

Apply persona thinking while creating ads or marketing messages

4

Understand why persona building improves marketing results

3

Identify the key elements required to build a persona

2

Differentiate between target audience and persona

1

Explain what a customer persona is in simple words

Why Understanding the Customer Matters

A shopkeeper sells shoes

He keeps saying:

“I sell shoes to everyone”

 

Why Understanding the Customer Matters

Because of this:

He shows expensive shoes to low-budget customers

He shows casual shoes to office-going professionals
 

Customers leave without buying

Why Understanding the Customer Matters

One day,  he Changes

His Approach.

He start Asking :

What do you need shoes for?

What is your budget?

Who are you?

Why Understanding the Customer Matters

Now:

Students

→ affordable sneakers
 

Office professionals

 → formal shoes

Runners

→ sports shoes

Sales increase without increasing footfall

Why Understanding the Customer Matters

Learning:

Selling becomes easy when you know who your customer really is

 That clear picture is called a Persona

Customer Insight as the Foundation of Marketing Strategy

 

A business runs ads saying:

“Buy our product now”

Audience = Everyone
Result = Low clicks, low conversions

Customer Insight as the Foundation of Marketing Strategy

 

Then they build personas:

Persona 1

College student

  • Low Budget

Persona 2

Working professional

  • Value Focused

Persona 3

Business owner

  • Result focused

Customer Insight as the Foundation of Marketing Strategy

 

They change:

Ad message

Platforms

Creative

Customer Insight as the Foundation of Marketing Strategy

 

Result:

Better engagement

Lower ad cost

Higher conversions

Ads didn’t fail earlier

 Persona was missing

WHAT IS A PERSONA?

A Persona is a clear picture of your ideal customer

Instead of saying,

“I sell to everyone,”

I sell to a budget-conscious, trend-focused college student (Age 20)

 In simple words:
A Persona helps you understand who your customer is, what they need, and how they think, so you can sell better

WHY PERSONA BUILDING IS IMPORTANT

Without Persona:

Ads become generic

Message becomes unclear

Money gets wasted

WHY PERSONA BUILDING IS IMPORTANT

With Persona:

Conversion improves

You speak directly to the right person

Ads become relevant

 PERSONA vs TARGET AUDIENCE

Target Audience

Persona

Broad and General

Tells who only

Example:
“18–25 year old students in India""

Specific and Detailed

Tells who,why and how

Example:
Rahul (20 yrs): Budget-conscious, style-seeking

Target Audience = Group of people

Persona = One Detailed person

COMPONENTS OF A CUSTOMER PERSONA

PAIN POINTS

What problems they are facing

BASIC DETAILS

1. Age           2. Gender

3. Location     4. Job

GOALS

What they want to achieve

COMPONENTS OF A CUSTOMER PERSONA

BUYING BEHAVIOR

  • Do they compare a lot?
  • Are they price sensitive?

PREFERRED PLATFORMS

  • Instagram

  • YouTube

  • LinkedIn

WHY THESE ELEMENTS MATTER

  •  How to talk
  • Where to talk
  • What to offer

PERSONA BUILDING IN DIGITAL MARKETING

In digital marketing, persona helps you decide:

 What ad message to write

1

What creative to design

2

Which platform to use

3

What offer to give

4

What tone to use

5

PERSONA BUILDING IN DIGITAL MARKETING

EXAMPLE

College Student Persona

  1. Short reels,
  2. Discount offer,
  3. Trendy language

Business Owner Persona

  1. Professional design,
  2. ROI-focused message,
  3. LinkedIn ads

PERSONA BUILDING IN DIGITAL MARKETING

When persona is clear:

Ads don’t fail

Wrong targeting fails

Ad cost reduces

Click rate increases

Conversion improves

Summary

4

Right persona = Better engagement + Higher conversions

3

Persona helps create better ads and marketing messages

2

It includes goals, problems, behavior, and preferences

1

A persona is a detailed profile of your ideal customer

Quiz

How many personas should a business ideally create at the beginning?

A. One for every customer

B. 10-15 personas

C. 1-3 key personas

D. Unlimited personas

Quiz

How many personas should a business ideally create at the beginning?

A. One for every customer

B. 10-15 personas

C. 1-3 key personas

D. Unlimited personas