Personas are a great tool for driving effective marketing strategies. They can bring to life the goals, behaviours, needs and challenges of your target audience so you can engage them in a more meaningful way. However, they can be misunderstood and seen as an ineffective method of understanding an audience because often, they only give a general view and hold limited real data.

So, what is a persona?
Personas are fictional profiles created to represent a target audience. They can be brought to life by incorporating real-time data and case-specific studies, to become data-driven – it’s these personas that allow organisations to stand apart from their competitors.

Data has transformed marketing and by digging deep, organisations can gain unique insight to better understand their audience – knowing what problems to solve and how to communicate with them – which can drive effective engagement and ultimately, ROI.

When they aren’t created properly, the value of a persona can be limited
Personas are only as good as the research behind them so a lack of time gathering the correct insight can result in inaccurate portrayals of the audience you are trying to target and therefore a waste of time and money. Personas are an ongoing process, so their value is also limited if they aren’t updated. It’s important they evolve as the market changes, so they stay relevant and representative of the audience. The impact of a persona can also be lost if people don’t know how to use the insight effectively.

Personas can really get to the heart of your audience when done correctly
They are most effective when time is spent layering real world data and case studies on top of the initial audience profile – this is how we build them at The Magnus Club. Our approach to building data-driven personas really brings to life a target audience, by getting to know them from the inside-out, so we can develop a deep understanding of what they think, feel, what they are trying to do and the challenges they are facing. 80% of companies see a lift in sales after implementing personalisation (Forbes) – if you can show you understand your audience, they will be more engaged.

The value of personas can be limited if the research doesn’t go beyond an initial character profile. To really get to the heart of your target audience and get to know them inside-out, it’s vital to incorporate case-specific studies and real-world data – only then, once you’ve dug deep into the data, will you be able to significantly drive effective marketing strategies.

Charlotte Davis, Insights Executive at The Magnus Club;


Data=driven personasPhoto by Carson Arias on Unsplash