Personas are fictional characters, which represent the different types of customers that might use your service, product, site, or brand in a similar way. These are created using research and data gathered from your website, sales team, current customers, etc.
Creating personas will help you to understand your prospects needs, experiences, behaviours and goals. Personas can help you to recognise that different people have different needs and expectations, and it can also help you to identify with the group you’re marketing to.
The persona area makes the task of creating personas less complex. The builder will help guide your ideation process and help you to achieve the goal of creating a good experience for your target user group.
To view your personas, go to the dashboard, click on Demand Generation, click on Manage your Content Strategy, and click on Create Target Persona. To set up a new persona, click on the button in the top right of the Persona area, called New Persona.
In the persona builder there are 7 steps to complete:
- Identify
- Demographics
- Profession
- Channels
- Content and interests
- Top keywords
- Objectives / challenges
Simply follow the prompts and enter the information for each of your target segments.
When you save your finished persona, you can view it in the main persona area. By clicking on the three dots on the tile, you can choose to View, Edit or Delete the persona.
Clicking View allows you to Email or Print your persona.