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Transcript

I'm running from Atlas and today we're going to show you how to develop a customer profile that really works. Let's get into it. Personas are fictional characters we create to embody the characteristics of our potential customers. The first step is to gather your data. This is the foundation of any customer profile. You should be able to start with basic information like age, gender, and location. Then you'll need to get nerdy purchasing behavior, interests, income levels, behaviors, all that stuff matters. You can find this from surveys, social media insights, and gathering customer data from your. RAM or Google Analytics, Now we're going to categorize our customers or segment them into different groups based on the characteristics we found. You can segment by demographics like age and income, geography, behaviors or psychographics, like lifestyle choices and values. You can use tools like your CRM or Google Analytics to start creating these segmented audiences. Once we've built out our segments, we're going to want to understand what motivates them, What do they need? What are their challenges? What are they looking for? What do you use? Interviews, focus groups or questionnaires. This information is going to be the most. Valuable, so let's make the profile. Each profile should have a name, a bio, and explain the customer's needs and challenges. You can also have information on how they refer to communicate and some brands they feel a connection with. This will help you target them more effectively in the future. Meet Edward Bennett, a 67 year old retiree living just north of Boston. His goal is that he wants to start improving the accessibility to his home as him and his wife moved deeper into retirement. The challenge is that a fixed income makes it difficult to plan or take on larger home projects. He's fluent enough in technology. Having to stay on the Internet and social media to communicate with his kids and grandkids and spends most of the time on Facebook, as some of our data would suggest, The next step is to apply the persona, target your ads based on their demographics, and personalize the content and offer for each of the personas you're targeting. This is the ad we're showing Edward. You'll notice that the message, the offer, and the solution all fit well within his needs and that's it. So I hope you learned something and thanks for hanging out.