Why developing a Marketing Persona is the best thing you can do for your Start Up
What is a marketing persona?
First, let’s define a marketing persona. A marketing persona is a fictional character you have to develop in order to characterise the key traits of a particular group of your target audience. Clearly, this is the core of all of your future marketing activities and if you define it right at the beginning, success is inevitable.
Because it takes time, you can’t define your marketing persona overnight! Conduct your best analysis and then make some conclusions based on the qualitative data you have gained during the process.
Getting the right data means that you will have to find out what are their motivations, needs, technical skills and other factors that will impact on how they may interact with your marketing activities in the future.
What you really want to know is what works for every developed persona. Gathering this data will help you optimise the user journey at every stage. You would really want to focus on how to get these tasks done in the most effective way and create a user-focused development process.
Quantitative vs Qualitative research
Conducting research is something you should do to better understand your users and target audience. The question is what do you really want to find out about them? This is the first question you must ask yourself. What type of research method you will use it depends on what your answer will be. Specific methods specialised are for a specific type of information. There are two research types:
1. Quantitative research
2. Qualitative research
Quantitative research is focused more on large samples or testing and proving something to a large group of people. This includes surveys and site traffic analysis. Getting the most out of your log files in order to find out how users are moving around your site is a great thing to do. Quantitative research gives thousands of data points which you can analyse and look for statistically significant trends which will realistically reflect the behavior of your users. Quantitative research can help you test a hypothesis you will define with the qualitative research.
Qualitative research is used for smaller samples. It stands for understanding the motivation behind something, gathering reasons, and opinions. You will find out why customers act or behave in a certain way. Interviews and usability testing are part of the research. These methods interact with a smaller number of users (10 – 20) and will help you to uncover new ideas and identify unknown issues. You can’t prove anything with qualitative analysis but you will get insights about your customers which you can use for future testing.
It’s the qualitative research that provides your most valuable insights. According to findings, 82% of companies who conducted qualitative research met their revenue goals. Whereas 70% who did not use qualitative analysis failed in doing so. There is no better way of understanding your consumer. As a startup or a small business owner, your main focus must be on qualitative analysis and research. Remember that!
Avoid these mistakes
Always set realistic goals and conduct a realistic analysis of your raw collected data. Many marketers fail to do this. They add or sugarcoat some ideas and completely miss the point of the qualitative analysis.
Don’t fall into these four traps when creating your customer personas:
1.They make stuff up about their customers
They form marketing persona based on their opinion! The only way to have realistic data is to have a real conversation with your customer.
2.They follow the wrong data
Many people get stuck by following basic data such as gender and demographics which can be irrelevant. What you need to do is include other data in your buyer’s personas such as decision criteria, buying process and buying priorities. Think about what matters for your business and use that as a basis for your actions.
3.They develop too many personas
Another classic mistake people make. If you do your analysis right you will have a base of quality insights. This can be used for developing one quality core persona and then develop different variations based on demographic, gender and job title.
4.They use scripted Q&A interviews
You cannot solve your problem by adding an online survey or conducting lifeless formal telephone script. It will take a little bit of practice but in time you will learn how to have unscripted conversations that will lead your consumers to tell you all of the real and incredible details about their preferences and experiences in the buying process.
The key to success is to implement the qualitative research first and gather realistic data which will help you in creating your ideal marketing persona. Insights about their likes and preferences are something you can use for complex analysis later. Be as realistic as possible and arrange an informal and real conversation with people. Invest in what truly matters for your business at the start and avoid turmoil later.
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‘’As a startup or a small business owner, your main focus must be on qualitative analysis and research. Remember that!’’