Is  It  Worth  It  To  Set  Up  Personas  &  Segment  Your  

Marke8ng?  

Answer    

Yes,  developing  personas  and  marke8ng  directly  to  them  is    

worth  the  effort!  

Here’s  Why  &  How  To  Do  It  

Two  of  the  most  influen8al  marke8ng  tac8cs  to  deploy  are  the  techniques  of:      1.  Segmenta8on    2.  Personas  

Here’s  Why  &  How  To  Do  It  

These  tac8cs  help:    •  Efficiently  iden8fy  your  target  market.    

•  Business  owners  and  CEOs  determine  the  most  effec8ve  strategies  for  aSrac8ng,  engaging,  and  sa8sfying  clients.    

•  Bring  in  incremental  business  and  boost  profits.  

 

Why  Not  “Blast”  Marke8ng?  

Bulk,  less  personalized  and  relevant  marke8ng:  •  Is  used  to  blindly  aSract  anyone  and  everyone.  •  Tends  to  end  up  in  the  mundane,  unsuccessful  category.    

•  Doesn’t  stand  out  from  the  crowd.    •  Fails  to  make  a  convincing  argument  to  the  audience.      By  taking  the  1me  to  determine  who  your  business  is  best  suited  for,  business  owners  and  CEOs  can  op1mize  their  

marke1ng  budget  and  maximize  ROI.  

Segmenta8on  

The  first  step  includes  segmenta8on,  or  the  classifica8on  of  individuals  into  various  groups  based  on  specific  characteris8cs  or  quali8es.      Once  these  subgroups  have  been  determined,  dis8nguishing  tac8cs  can  be  implemented  so  that  each  subset  is  adequately  addressed.      To  do  this  business  owners  should  tap  into  a  variety  of  suppor8ng  data  from  various  resources.  

How  To  Choose  Target  Markets  for  your  Brand  

•  The  group  must  be  large  enough  to  produce  substan8al  income.  •  The  market  must  be  consistent  and  not  at  risk  for  dissipa8on  or  

disappearance  from  the  general  popula8on.  •  The  group  has  a  general  history  of  responsiveness  or  reac8vity  to  being  

targeted  from  an  adver8sing  standpoint.  •  The  characteris8cs  that  determine  the  subsets  must  be  clear,  measurable,  

and  exact.  •  Reaching  the  subset  does  not  require  any  addi8onal  or  excessive  expense.  •  Individually  specific  consumers  can  be  targeted  from  the  group.  •  Your  marke8ng  strategies  must  be  capable  of  reaching  said  group.  •  The  subsets  offer  relevant  suppor8ng  data  that  enhances  and  improves  

your  approach  to  sales  and  marke8ng.  

Narrowing  Down  Segmenta8on  

By  using  geographical  iden8fiers  like  country,  states,  regions,  ci8es,  languages,  postal  codes  or  even  neighborhoods.      Another  op8on  is  the  classifica8on  of  customers  based  on  demographic  informa8on  like  age,  educa8on  level,  current  occupa8on,  and/or  gender.    Using  a  combina8on  of  both  geographical  and  demographical  descriptors  is  o^en  referred  to  as  a  geo-­‐cluster  approach  to  segmenta8on.  This  helps  business  leaders  to  iden8fy  a  more  specific  audience.  

Internal  Segmen8ng  

Internal  segmen8ng  of  customer  accounts  is  o^en  used  as  a  business  model  to  help  organize  territory  based  sales  tac8cs.          For  example,  client  accounts  grouped  by:  •  Industry  type.    •  Transac8on  volume  history.    •  Nature  of  the  developed  rela8onship.  

Segmenta8on  &  Persona  Roles  in  the  Campaign  Process  

This  requires  business  professionals  to  place  themselves  “in  the  shoes”  of  their  own  customers  and  create  a  hypothe8cal  individual  that  is  likely  to  do  business  with  their  company.      In  theory,  these  characters  are  real  people,  with  real  

iden1fiers,  realis1c  characteris1cs,  and  relevant  needs.  So,  how  do  you  generate  these  marke1ng  personas?  

 

A+er  Target  Markets  Are  Established,  The  Next  Step  Is  The  Development  Of  Personas  

8  Ques8ons  To  Consider  

1.  Describe  your  persona’s  demographic  characteris8cs.  Are  they  male  or  female?    

2.  How  old  are  they?    3. What  do  they  do  for  a  living?    4.  How  do  they  make  choices  when  it  comes  to  spending  

money?    5. What  adver8sing  techniques  are  most  influen8al  to  them?    6. What  types  of  outlets  or  plaforms  are  pivotal  to  their  buying  

choices?  7. What  is  the  driving  force  behind  their  ac8vity  or  interac8ons  

with  your  company’s  industry?    8.  How  might  they  communicate  with  your  compe8tors  or  other  

businesses  with  products  and/or  services  similar  to  yours?  

9  More  Ques8ons    1.  Why  are  they  choosing  to  engage  with  you  specifically?  2.  What  is  the  extent  of  your  rela8onship  with  them?    3.  Do  they  need  special  aSen8on  or  accommoda8ons?    4.  What  are  their  goals?    5.  Where  is  this  rela8onship  going?  6.  What  media  plaforms  are  most  useful  in  transmiing  helpful  informa8on  

regarding  your  company’s  products  and/or  services?    7.  Are  they  conduc8ng  online  searches  or  using  social  media  accounts?    8.  What  keywords  might  they  be  using  to  help  them  locate  your  company  

online?  9.  Are  there  any  other  influencing  factors  like  product  reviews,  personal  

success  stories,  or  specific  details  concerning  merchandise  that  might  be  driving  their  decision  to  reach  out  and  conduct  business  with  you?  

6  Sugges8ons  For  Expanding  Personas  

1.  Tap  into  third  party  resources  for  sta8s8cal  informa8on  regarding  your  persona’s  demographics  or  habits.  

2.  Exis8ng  data  is  incredibly  informa8ve  and  applicable  to  further  strengthening  the  poten8al  of  your  persona.  

3.  Consider  how  your  persona  might  interact  in  real  life.    4.  Use  those  scenarios  to  help  you  create  strategies  for  

conversa8on  and  communica8on  to  your  target  audience.  5.  Take  advantage  of  any  opportuni8es  to  implement  social  

media  plaforms  that  are  relevant  to  your  persona.    6.  As  society  con8nues  to  depend  on  technology,  these  free  

resources  are  becoming  popular  and  effec8ve  tools  for  reaching  your  buyers.  

Why  Segment  &  Develop    Marke8ng  Personas?  

Personas  should  be  used  to  help  your  business  team  come  up  with  marke8ng  strategies  all  across  the  board.  Determine  which  personas  are  most  likely  to  conduct  business  with  your  company  

regularly  and  which  are  least  likely.      

By  narrowing  your  marke1ng  target,  you  are  more  likely  to  secure  your  best  accounts  and  generate  dependable,  predictable  

transac1ons.      

Failure  to  develop  well  defined  personas,  can  result  in  fu8le  marke8ng  aSempts  that  do  not  reach  the  correct  audience.  

Benefits  To  Successful    Personas  Development  

•  Allow  business  leaders  to  connect,  relate,  and  communicate  with  their  clients  on  a  more  personal  level.    

•  Proven  track  record  for  establishing  loyalty,  longevity,  and  overall  customer  sa8sfac8on.  

•  If  you  get  to  know  your  clients  like  you  do  close  friends  and  family,  they  will  be  more  likely  to  recommend  your  product  and/or  services  to  others.    

•  It  will  also  keep  the  doors  wide  open  to  smoother  communica8on  when  conduc8ng  your  business  transac8ons.  

•  You  will  have  the  tools  to  iden8fy  the  specific  needs  of  your  clients,  and  you  will  know  best  how  to  address  them.  

 

Marke8ng  Personas    

Here  are  just  a  few  examples  of  how  markeFng  personas  can  help  you  maximize  your  business  capabiliFes.    1.  Defining  your  company’s  dis8nguishing  quali8es.  2.  Shining  light  on  internal  changes  that  might  help  enhance  

current  client  rela8ons.  3.  Determining  the  most  effec8ve  ways  to  present  your  

company’s  brand.  4.  Shaping  pricing  structures,  discounts,  bundles,  etc.  

Conclusion    

So,  not  only  can  the  development  of  marke8ng  personas  and  marke8ng  by  segmenta8on  help  businesses  shape  their  

adver8sing  and  branding  tac8cs,  but  they  can  help  businesses  determine  the  most  effecFve  business  pracFces  likely  to  result  

in  long  term,  profitable  rela8onships  with  their  clients.  

MarketCrest  -­‐    Plano,  TX    

MarketCrest  is  a  firm  focused  exclusively  on  Marke8ng  Consul8ng  &  Services  that  drive  revenue  growth.    

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