How to understand your customers and drive effective engagement.

the ultimate guide to

PERSONA MARKETING

All of your customers are not the same.

Urban millennials self-identify very differently…

…than suburban baby-boomers.

BUT,

They can both be your customers.

Use Personas to craft your marketing to talk to each of your customer

types specifically.

POWER TIP:

Learn and define your personas.

STEP 1:

Gather info on your ideal customers:

• interview them • call them • use surveys

Start by talking to them.

Learn who they are.• Books/blogs/magazines they read • Movies/TV shows they watch • Demographic information • Hobbies and passions • Household income • Job title

Define your personas as a hypothesis of real people.

Focus on 2 or 3 personas.Marketer Mary • Single mother • Lives in NYC • Account Manager at a

marketing agency ($70k) • Binge watches HGTV and

Breaking Bad

Developer Daniel • Newlywed & dog lover • Lives in a studio in SF • Full stack developer ($100k) • Obsessed with the latest on

Product Hunt • Game of Thrones junkie

Thinking of your customers as real people helps you get inside their head and market to them better.

Pro Tips• Use to survey users.

• If you have access to their purchase data, analyze it for predictive insights and to find your most profitable personas to focus on.

Persona marketing is an on-going process.Continue to test content against your best customers to what prospective customers will respond positively to.

Remember…

Explore the goals and challenges your personas face.

STEP 2:

Learn about your personas’ pain points.

How are they measured? People measure their success very differently. For your personas it may be: • Impressing a client, • Expressing brand identity • Saving time at home

Find out and prove that you can solve their problems best.

Craft marketing content to help your personas achieve their goals.

STEP 3:

What’s the biggest game-changer to create engaging content for your personas?

Stop using bad stock photos.

Use Authentic, Real-World Photos.

Photos do speak 1,000 words.

And to grab customers’ attention, you need to be relevant to their world.

Authentic photos are the way to be natural and connect with your personas.

Drive engagement on mobile and social media.

AUTHENTIC, REAL-WORLD PHOTOS

EXPLORE TWENTY20

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Drive engagement on mobile and social media.

AUTHENTIC, REAL-WORLD PHOTOS

EXPLORE TWENTY20