Audiences are more diverse and unique than ever. From the Boomers in Buffalo to Gen Z in Georgia, each audience segment is unique in its own way. The Boomers may want to receive advertising via trusted local news, whereas the Gen Z auto-intenders may be more responsive to advertising on digital channels. Therefore, each segment will require a personalized and unique approach from within your <\/span>media and marketing plan<\/span><\/a>.<\/span><\/p>\n How do you know what your target audience wants?<\/span><\/p>\n Creating marketing persona profiles is a great way to take a deep dive into their mindset and organize your research in a way that provides meaningful insights. Doing so will help inform your marketing campaigns and, in turn, deliver good business outcomes.\u00a0<\/span><\/p>\n We\u2019ve got a few new ways to<\/span>\u00a0get<\/span> to know your people \u2013 from brand-new prospects to loyal, repeat customers. Here are our tips for creating marketing persona profiles.<\/span><\/p>\n A marketing persona or audience persona is a fictional character that embodies a business\u2019s ideal customer based on various demographics. Each persona will have a name, interests, and other relevant information. It should be created using data, including customer surveys, industry research, and campaign results.\u00a0<\/span><\/p>\n It is important to create these personas since they can help inform your marketing strategy. Below are some benefits.<\/span><\/b><\/p>\n A good marketing persona profile should include general attributes and cover wants, needs, and pain points. A great marketing persona profile will include a person’s motivations to purchase and relevant challenges your brand can help them solve.\u00a0<\/span><\/p>\n However, each brand should determine what\u2019s relevant to its business. A <\/span>plumbing marketing profile<\/span><\/a> may include age, income, and interests, while a <\/span>hospital marketing<\/span><\/a> persona may more heavily focus on a user\u2019s location.<\/span><\/p>\n Who is most likely to use your products or services? It’s important to consider hobbies, professions, preferred channels, and income levels. The following questions can help spark some ideas:<\/p>\n When did you last consider the consumer\u2019s journey to buy your products or services? Take some time to revisit the buying cycle and alleviate pain points where appropriate. This means auditing your website, clicking on your digital ads, visiting your brick-and-mortar location, and so on.<\/span><\/p>\n We\u2019re going into a cookieless marketing world, and<\/span> collecting first-party data<\/span><\/a>, especially with a tool like TEGNA AudienceOne, can help you get to know your audiences better. Once collected, the data could provide insights into customer lifecycles, allow for retargeting opportunities, help you break into new markets, develop new products, and more. Better yet, a study from Google found that businesses \u201cusing first-party data for key marketing functions achieved<\/span> up to a 2.9 times revenue uplift<\/span><\/a> and a<\/span> 1.5 times increase in cost savings<\/span><\/a>.\u201d\u00a0<\/span><\/p>\n Now that you know who you want to target, it\u2019s time to figure out how to target them best. Here\u2019s what you\u2019ll want to look at:<\/span> Now it\u2019s time to organize everything into a handy-dandy persona profile.<\/span> Make My Persona<\/span><\/a> from HubSpot is a great template to help you get started. With this template, you\u2019ll have useful data points at your fingertips, which can include, and is certainly not limited to:<\/span><\/p>\n Voila! There you have it. Now, when creating a great marketing strategy and media plan, you\u2019ll have a handy cheat sheet to inform and tailor your campaigns for your diverse audience segments and their unique needs. A marketing persona can help you decide which channels to invest in when booking <\/span>TV advertising<\/span><\/a> or what time of day is the most effective for advertising.\u00a0<\/span><\/p>\n As one of the nation\u2019s largest local media organizations and marketing partners, we\u2019re focused on ensuring our advertisers can reach diverse audiences to help drive better business outcomes.<\/span> Let\u2019s get in touch and see how we can help you reach your ideal audience.<\/span><\/a><\/p>\n Marketing personas are essential for all businesses developing a complete marketing plan. <\/span><\/p>\n Whether you <\/span>own a home remodeling <\/span><\/a>company<\/span>, <\/span>run a hospital<\/span><\/a>, <\/span>operate a plumbing business<\/span><\/a>, or anywhere in between, all businesses benefit from developing a marketing persona to optimize messaging and drive results.<\/span><\/p>\nWhat is a Marketing Persona Profile?<\/b><\/h2>\n
What are Personas Important?<\/b><\/h2>\n
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What Is Included in a Good Marketing Profile?<\/b><\/h3>\n
Steps to Creating a Marketing Persona Profile<\/b><\/h2>\n
1. Identify Your Target Audience\u00a0<\/b><\/h3>\n
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\u00a0<\/span>2. Take a Walk in Their Shoes<\/b>\u00a0<\/span><\/h3>\n
3. Start Collecting First-Party Data (If you Aren\u2019t Already)<\/b><\/h3>\n
4. Research<\/b>\u00a0<\/span><\/h3>\n
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\nIndustry Trends and News: <\/b><\/span>Media viewing and buying habits continually change, so keeping up with industry trends and news can give you ideas to adjust your marketing strategy to ensure your brand remains competitive and relevant.<\/span><\/p>\n\n
5. Creating the Marketing Persona Profile\u00a0<\/b><\/h3>\n
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Sound Good? Partner with TEGNA Today <\/b>To Reach Your Target Audience<\/b>!<\/b><\/h3>\n
Frequently Asked Questions:\u00a0<\/b><\/h2>\n
Do I need a marketing persona for my business?<\/b><\/h3>\n
What types of buyer personas exist?<\/b><\/h3>\n