Articles Archive - July 2017
When you are trying to build a business or a brand, it's important to think about who is going to be using that brand. After all, they are the people you have to convince to become your paying customer -- and they are the ones who you need to keep happy post-purchase.
In order to get your messaging and branding tailored so that it appeals to the right audience, it can be very helpful to create user personas. User personas are essentially fictional people you create in order to get a better understanding of the people who may buy from you: what drives them, what they're afraid of, what their biases are and more.
By creating user personas for your company, you can reap a myriad of benefits -- including the ability to feel more empathy for your customers and the ability to create better connections. Here's how you can do it effectively.
How to Create User Personas
To start, think about the type of person who will be interacting with your company or brand. Then, give that person a name. After you've named the persona, consider in-depth personal details about them. Some questions to ask yourself are:
- What do they do for work?
- What do they do for fun?
- How old are they?
- How much money do they make?
- What education level have they reached?
- What are their ultimate goals?
- What roadblocks stand in their way?
- What are they afraid of?
- What do they value?
Look at your answers, then determine what aspect of your product or service really speaks to them. Different consumers always buy from you for different reasons. Once you've determined the main selling points for the persona, craft a short pitch or value proposition that explains how you can improve their life.
For example, if you're offering a calendar app called Callie and your persona is a busy mom with lots of kids who have activities, you might say that you offer the ability to keep all of your appointments straight in a way that's accessible on the go. Your pitch might be something like: "Use Callie to keep all of your daily appointments and activities straight -- even when you're on-the-go. We'll help you feel less stressed and chaotic, so you can actually enjoy all of life's busy moments."
Tips for Creating Effective User Personas
If you want to create personas for your business to better tailor your branding, here are some helpful tips.
- Don't create too many personas. Create one core persona, flesh it out, then work from there. Buffer recommends that companies have between three and five personas.
- Create personas about the people actually buying from you -- not who you aspire to sell to. User personas are only helpful if they get at whose needs you really serve right now.
- Check your website analytics to guide your persona-creation process. You can see where people found you, what they looked at and what keywords they were searching. This can help you better understand who's interested in you.
It's often difficult for product design and marketing professionals to target a specific demographic, especially if they're unfamiliar with the behaviors and needs of these users. User personas are helpful for overcoming this challenge.
What Is a User Persona?
Simply put, a user persona is a fictional character that you develop to help better understand your target audience. Many businesses choose to create user personas to help simplify the design and marketing processes of their product, service or branding; with defined user personas in mind, it's much easier to create and market a product or service specifically for real people who may mirror the fictional characters.
User personas are fabricated people, but they are designed to be as close to the target user as possible in regards to personality, likes, dislikes, needs, wants and behavior. The best user personas are usually quite detailed, though sometimes a basic persona better suits the business's needs.
What to Consider When Creating a User Persona
When creating a user persona, you'll want to include both personal information as well as more specific details.
- Basic info: Name, gender, age, location, income and family
- Career info: Job title, responsibilities, future goals and challenges
- Behavior: Communication preferences, responses to various marketing techniques and influencers
Once you have these items outlined, you should brainstorm ways that your product can meet this person's needs. You should also include any possible objections this user might have about your product. Finally, develop a marketing strategy that targets this user persona, keeping their needs and objectives in mind.
How Many User Personas Does Your Business Need?
When it comes to quantity, there's really no hard and fast rule for user personas. Each business is unique, so you'll need to analyze your own goals to decide on a set number. In general, though, most companies use at least two personas.
Also keep in mind that more is not necessarily better. While you should consider basing the number of personas on the number of audience segments you're hoping to reach, too many personas can create confusion and a lack of focus. If you have 10 possible segments, it's best to narrow the number down to somewhere between two and five.
When implemented correctly, user personas can make all the difference for your design and marketing teams. It may be difficult for each team member to visualize the end users for your product or service; user personas give them a clear vision so their work becomes more focused and effective.
- Click Admin
- Add permissions for the email you would like to share analytics access with
- You can choose separate settings for manage users, read, read & analyze and collaborate
- check the email you have shared access with, appears in the "account permissions" table......you can delete their access at any time!
- If you don’t have an Analytics account, create one. If you do have an Analytics account, sign in. Both options are available at google.com/analytics:
- Click SIGN IN > Analytics.
- If you don’t have an account, click More options > Create account.
If you do have an account, enter the email address and password associated with the account.
- Set up a property in your Analytics account. A property represents your website or app, and is the collection point in Analytics for the data from your site or app.
Properties contain reporting views. Views let you create filtered perspectives of your data; for example, all data except from your company’s internal IP addresses, or all data associated with a specific sales region.
- The next step is to modify the code for your site or app by adding the Analytics tracking code so you can collect data in the Analytics property you set up.
Follow the instructions to set up web tracking or mobile app tracking.
If you’re going to be collecting data from an app, familiarize yourself with the best practices for mobile-app analytics.