How to create an audience persona

Creating an audience persona is key to the creation of your app and its content. This persona will be the foundation and building blocks for all your marketing, helping you focus your efforts toward the niche you have chosen.

A definition I like, originally developed by customer experience agency Foviance/EY Seren is this:

“A persona is a fictional character that communicates the primary characteristics of a group of users, identified and selected as a key target through use of segmentation data, across the company in a usable and effective manner.

This ultimately enables the company to design the best user experience for its customers at all touch points, which is a key success factor in today’s business environment”.

More simply put my Dr Dave Chaffey;

“A summary of the characteristics, needs, motivations, environment and behaviour of typical distinct audience types”.

Another imperative here is that when writing your audience's personas, you don't just focus on writing one specific persona but create multiple personas that will reflect the majority of people within your target audience, e.g. entrepreneurs, solopreneurs, etc. making sure there is enough difference between your personas to warrant another persona.

As a team or individually begin with the following steps;

1. Who

2. What

3. Where

4. When

5. Why

Get more specific with the previous posts research questions;

6. Gender

7. Age

8. Demographic

9. Career

10. Spending Power

11. Hobbies and Interests

12. Stage in their life

13. Employer/Employee/ Self employed

14. Pain points (what is the specific problem prospective customers are experiencing)

15. Challenges

‍In summary, audience personas help us understand how to position features and benefits and the way we describe our product or service. Audience personas help us define the best place for distribution or access to our product or service. Audience personas help differentiate our marketing strategies. In the simplest terms, audience personas put our company/product/service at the center of the story.

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