Being a business in 2024 is…a challenge.
Industries are changing faster than ever, new competitors overnight, resource constraints and socioeconomic pressures…
These trends, and others, are causing savvy business-owners to look in the mirror and ask: “What do my customers want?”
Or more accurately, “Why do customers want (or not want) to do business with me?”
To answer those questions, information is key. Reliable data on the traits of various audiences, and accurate direction about how you can appeal to their unique characteristics.
What are “Customer Personas”
Starting at the beginning, customer personas are summaries of your “ideal customer”.
These personas are based on research, data analysis, and insights from existing customers or market research. And they’re useful for a few reasons:
- Better decision-making and resource allocation
- Product development and alignment
- Increased marketing effectiveness
Recent statistic: 44% of marketers use buyer personas in their business
You might be thinking, “I don’t have time or resources to do this!”.
Luckily that’s where we come in, taking on the legwork to get you the information you need.
But once that’s done, what next? How do we put those newfound insights to work?
From Data to Action
Once complete, you’ll have a collection of valuable information at your fingertips. If you’re curious to see what this could look like – click here to view a sample Consumer Persona Profile Report.
Reports like the one above come with a lot of detail. One of the most useful is your “best performers”.
In other words, where your strengths are and the customer(s) most likely to purchase your products or services. Prospects that match this profile have the highest propensity to convert into a customer.
You can then generate a “best performer” contact list (email, phone, social, etc.) to immediately begin targeting your ideal customers – leading to more positive word-of-mouth and a greater chance of referential business!
Recent statistic: 77% of customers have selected, recommended, or paid more for a brand that provides personalized experiences.
But it doesn’t stop there.
The report we provided above also illustrates “Undecided Prospects”. These are growth opportunities to appeal to new consumer personas you may not have previously aligned with.
With this approach, you’re not only strengthening your relationship with existing consumers, but also reaching out to new ones!
Now we can sit back and coast, right?
Not quite. Things change over time, so the next step is staying on top of the changing market and ensuring your business is always ahead of the curve.
Long-Term Success
Remember all the unpredictable factors we mentioned earlier?
Unfortunately, they won’t be going away any time soon.
What this means is the process of analyzing the market, and creating strategies to align your business, is a constant effort.
As a database marketing partner to dozens of businesses over the last 15+ years, we’ve learned a few things about the best way to do this.
- The first step is to find a data partner that can get you the insights you need in a timely manner.
- Next, they’ll need reliable resources to pull the contact information of your ideal audience.
- Lastly, the consultation to advise your marketing strategies and iterate with you over time.
It’s a lot to ask for.
But well within our capabilities. If you’re ready to grow your business using consumer personas, let’s talk!
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