As a small business owner, it is not always easy to reach more customers.
You may not have the capacity, resources or expertise to create a digital marketing strategy that will get you noticed on search engines and social media.
So, what can you do?
The first thing you need is to know who your current and potential customers are.
This means that you need to develop customer personas for your business.
What are Customer Personas?
It is a type of marketing persona and is created to represent the target customer of your business.
The persona represents a typical customer in terms of demographics, psychographics, and behavioural data, and helps you gain insight into what your customer wants to see from you.
A customer (or buyer) persona is one of the most important aspects in determining how to reach your target audience online.
With careful consideration and research, it is used to create personalised messages and content for different audiences; who will be interested in your business.
Why is a Customer Persona Important?
Creating a customer persona for your business gives you a clear intel and view into the minds of your customers.
What are they needing from your business? What are some of their challenges?
These are some of the things you should know, and developing a strong customer persona helps you with exactly that.
To help with this, below we’ve created a template for your own customer persona, and given some tips on how you can create the ideal persona for your business.
What are the Key Components of a Strong Customer Persona?
Simply guessing what your customer wants isn’t the best tactic.
Performing the proper research and stepping into the shoes of your customer are both key factors in creating the best persona.
Here are some of our tips and guidance on what you should focus on when creating it…
Perform an In-depth Analysis of Your Current Customers
Think about some of your most active customers, what problems do they have, and how are you solving those problems?
If you’re a small business with a specific clientele, you’ll definitely need to note who you’re targeting and what they want from you.
Going from demographics, (age, location, gender etc.) to their preferences in social media platforms, all these details matter.
Then, you can make sure you’re giving them what they need!
Think About What Some of your Unique Selling Points (USPs) are.
Why should your customers come to you, and not another business who offer similar services?
Identifying this furthers your knowledge into your customers, and helps you identify where your strongest areas are.
Which then gives you guidance on what you should be focusing on showing your audience, show off your business!
Learn What Customers You Should Be Targeting
You may find after researching into your current customers, there’s other audiences out there which suit your business: Which is great!
Your intended clientele may be slightly different than you thought, so optimising your content so it appeals to the right people is key to succeeding in building the right audience.
We do recommend creating at least 2 different customer personas for you to refer back to, as it’s worth considering every customer is different, so expanding your knowledge in your different customers is good for both you and them.
Our Customisable Customer Persona Resource, for You.
Keeping all of our previous points in mind, it’s time to create your own customer persona.
We’ve made an example customer persona for you as well as the template; using the points we’ve listed above in mind.
What sort of content do you think Bella would like to see from you online, if you’re a small café in her local area? If you refer to this persona, you’d know she prefers natural content and support small businesses.
You can then cater your online content on what she’d like, thus appeals to more customers like her, who enjoy coming to your café.
Now, have a go yourself, for your business.
Tuesday and Jess have created this resource for you to edit and use for your own business plan.
Take your time in researching into your customers, and you’ll find out more about them, and your business.
Need some more guidance? We’re always here to help at Skyzack, just get in touch and we’ll be right there for you.
The Skyzack Team