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How to Create a Marketing Personality (Including pain points)

Aug 18, 2022

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Marketing isn't an easy art. Deciding on the best way to go about communicating the message of your company isn't always straightforward. It can help to have an ideal reference point to your target audience. That's why establishing a marketing persona comes in.

The market persona (or buyer persona)is essentially your representation of the ideal customer. Utilizing this as a source, you can figure out a lot about your audience as a whole.

What exactly is a marketing person?

Marketing is storytelling straight up. Many marketers judge the impact of their narratives by asking themif they'd like to be involved.

Big mistake. For a marketer, you don't have to worry as that what your business or you are keen on - however, that's not true. The most important thing is what your customers are looking for, and your storytelling should align with that.

It's all that's the key, right there. For your content to be useful, you have to identify your ideal audience. And the key to that? Creating marketing personas.

A marketing persona is a mix of elements which make up your ideal customer. From their demographics to the things that make them tick. This is a simplified version of the audience you're targeting. If you do it right the way you present them, it will be convincing enough that you can know how to speak to the audience.

How Do Marketing Personas Help My Business?

There are valid concerns regarding this method. Namely, what good will it bring me to take the time to create these characters?

The key to marketing success is knowing your target audience. You'll find you have a much easier time doing it if you are aware...

  • Who is your target audience, and
  • Most importantly, you should know what the target market is for.

If you make use of a specific marketing persona while creating content for your marketing, you'll find you have tremendously higher performance than basing your content on what youwould find appealing.

Marketing personas can help you connect to your customers as real human beings.

What is this implying? This means that your marketing strategies are more effective. Better marketing will to mean more customers coming to your site instead of your competition'.

In terms of your competition, some of them might be lacking their personal marketing personas built out. If they aren't making the effort to learn about their customers, you could get a quick leg up on them by doing so.

A successful marketing personality can be built using data from market research, as well as any insights you gather from your own customers. This information can be gathered by studying things like...

My recommendation? Begin at the bottom portion of the scale. Start by visualizing...

  • The ideal client
  • What could they expect out of your product
  • What would make them decide to choose you over your rivals

This is where the pain points come in.

How Identifying Pain Points Helps to create a persona for a marketer

The pain points are the specific problems your clients have to deal with. These are the issues that slow them down and rile them up along the process of living. And they're the things that your product or service will help them overcome.

Pain points come in many types and shapes. The four major kinds of pain points include:

  • Financial. Exactly what it says on the box. The customers you sell to are looking to lower the cost for a specific solution.
  • Productivity. The price of time is money and customers with this pain issue are spending too much of it in the wrong methods.
  • Process. Customers are looking to improve the efficiency of their processes. In the example of a business-to-business (B2B) issue it could be an organizational or logistical problem that creates delays and creates friction.
  • Support. Your customers want better support at some stage in the customer journey or the sales process. If they don't know which direction to go to for help, that falls into this category.

If your business serves an area of expertise, a lot of your clients are likely to have similar issues. You can win customer loyalty easily by showing them you understand the common issues they face.

This may sound like an easy task. However, customers who feel heard is less common than you believe. As per IBM, 78% of customers don't feel understood by the companies they make use of:

Do you remember the elements of a marketing persona I mentioned earlier? Well, the pain points the customers experience are a part of the same as any other.

Your customers' pain points tell you a lot about the solutions they require. And that's valuable data for the persona you're building.

9 Questions You Should Ask and Get Answers to to Create Your Personal Brand

When building out your persona, you might find yourself stuck. These are the kinds of questions you can ask yourself to sketch it out:

  1. What is their demographic profile? Age, gender identity, geographic place of residence. The information isn't just most easy to locate and most crucial.
  2. What's their role and level of seniority? This gives more details to your character's everyday experiences. Additionally, if your business is focused on B2B markets, it's more crucial to explain what need your product or service meets.
  3. What does a day of their lives appear like? What experiences do daily? Are any of them experiencing similar issues your product solves? How often do they face the problem that prompts them to go seeking the product or service you offer?
  4. What are their pain points? As we said in the previous paragraph the pain points are extremely crucial in creating your marketing persona. They help you understand what needs your customer has, and how you can satisfy them better than competition. Everybody needs to be understood.
  5. What are their most frequently feared fears? What do people fear most about in relation to products or services like yours? Do you have a reputation as having poor customer support? Or are people wary of the way their membership info might be utilized? Be aware of your fears so that you're able to tackle the issue head on.
  6. What is it that they value the more? What are their goals and needs? Do they have any specific needs? These details could be from their own words, or from the problems they're attempting to solve.
  7. What is their expectation? From the buyer's journey, to the long-term experience - what do your clients expect from you?

When you've answered these questions, you'll have an excellent foundation for your persona as a marketer.

What is a good way to create a Marketing Persona

The best marketing person is one who is accurate, supported by accurate data. How do you get that? Listen and talk to others.

Seriously. Engage with everyone. Your competitors, your customers and your business partners. Your research is in full swing right now, and you should be gathering all sorts of insights from all sorts of sources.

And the beauty of the web is that, whenever there's a need, there's a way. Thanks to Google the only thing you need to do is find your keywords and you can discover all sorts of information about your target market.

  • Join forums with a lot of interest in your industry
  • Join Twitter chats
  • Check out the comments posted on blog posts that are popular in your area

If you've got an established client base, then you've got a good catalog of data to go through. If you're just starting from scratch Don't be concerned. There's plenty of literature that you can draw from.

When you've got all of your details (and you've organized it into a manner that's effective for you) then you're ready to begin the actual creation process.

The elements of a Persona that make up a finished persona

After you've gathered your data, it's time to flesh it all out into a proper marketing persona. Depending on relevance, that may include:

  • A name
  • Age
  • Gender identity
  • Job title
  • Significant pain points
  • Issues with your product or service

As I mentioned earlier Make sure you create at least one or two personas. Make these different enough that they target two distinct chunks of your audience.

With that, boom! Your marketing personalities are now ready to roll.

Conclusion

That wasn't so hard, was it?

It's not by any means the only approach to build a marketing persona. How do you go about it? Go to the comments section below and let us know.