March 17, 2020

The power of personalization and persona segmentation

Persona Segmentation

Dumped! Another random email bites the dust, and gets moved to trash. There are numerous instances when people do this. As a content marketer, have you ever pondered why your customer deleted that email or simply ignored it?

Well, we have an answer. One of the prime reasons is that your email failed to strike a chord with them. You can achieve this only through personalization.

The power of personalization

Take a wedding invitation you received that has your name on the envelope. Doesn’t it make you feel valued? Compare it with one that fails to mention you by name; which will appeal to you more? Of course, the former will.

With more and more marketers flocking to the internet every day, it’s becoming extremely difficult to stand out from the herd. This is where personalized marketing comes in. It’s been going on for a while and has produced some amazing results.

Fast-changing marketing tactics have put another layer on personalized marketing that’s identified by the word ‘persona segmentation’. This involves pinpointing your target customer and creating custom-made content for them. To get precise results and mature leads, you need to break down your consumer segments further.

How to create buyer personas

Creating a buyer persona might seem a daunting task but the fruits it will bear later makes it worthwhile. To know the persona of your buyers, you need to deeply study google analytics data, Facebook analytics, and other analytical tools to measure the type of customers speaking to your brand.

Discuss with different teams in your company – such as salespersons, customer care executives, marketing staff, etc – to know who your buyers are. You need to ask a series of questions about their demographics and figure out their age, marital status, if they have children (and how many), where they live, what their hobbies are, and so on.

Once the buyer personas are identified, you must make broad segments of these buyers. This is what we can refer to as – persona segmentation. Give a realistic name to the persona with which you can associate a particular kind of buyers.

How persona segmentation can help you

After creating buyer personas, you need to place the right buyer in the right segment so that they get personalized content that improves the chances of them clicking on your link or following your brand.

Next, buyer identification will help you choose the right marketing channel to use for a particular set of buyers. For instance, if they usually watch Facebook videos, you would want to establish your brand on Facebook too.

Focus on your content with precision

It becomes so much easier to draft copy when you have a good knowledge of the person it is intended for. Remember we started this piece by mentioned emails being dumped? This is where tailor-made copy that addresses their pain points (already identified in the buyer persona) or leverages their hobbies and interests can work brilliantly. The consumer will feel connected as the content compels them to keep surfing.

With every detail available to them, content creators can smarty align their goals based on the needs of their targeted persona and ‘strike up a bond’ with them that would not have been possible otherwise.

Parting Words

To sum up, putting tons of content on your website or shooting bulk emails to everyone in your contact list may seem an easy task, but the results are unlikely to be encouraging. Instead, take your time, go back to the drawing board, and chalk out different buyer personas if you want to make informed decisions and scale your business to newer heights.

Related Links

How to feed content for best results along the buyer journey

Buyer journey content mapping – how to do it and why you should

How to create content for different stages of a user journey