At Tier3 Agency, we often discuss how we work to minimize direct ad spend for our clients. The way we go about “spending less” takes shape through various advertising tactics, but a key tool in guiding the strategy that we implement is discovered through reverse engineering the customer with a user archetype framework.
A user persona (or customer archetype) simply put is a fictional creation of your ideal customer. Here is an example of a user persona created for a software client, leveraging a template created by HubSpot.
Let us walk through the example together. For a bit of context, this user persona is for a software product that offers compliance for enterprises in the entertainment industry who deal with royalty payments. Think of large organizations like Columbia or Sony records. With this user persona, I put myself in the shoes of a VP level decision maker. As you will start to see, all these pieces of data help inform the strategy we would implement for marketing efforts.
The first aspect of this individual’s persona is their age. This is important because different marketing channels have different engagement and success metrics solely based on an individual’s age. For example, Facebook generally targets an older demographic compared to something like Instagram. Given that this person is a business leader, there is a good chance LinkedIn will be a frequently trafficked site for them. Again, another data point that can affect my marketing implementation. Next, we think about the types of communication this individual leverages, and obviously, email is a staple for anyone in the business world. We look at things like their responsibilities, how their job is measured, and the challenges that a person in their role faces to optimally inform our marketing strategy.
So how might this play out in a real-world marketing scenario? Putting everything together, we know this person is on LinkedIn, uses email, and cares about financial performance. With this data, we might create a LinkedIn article that highlights three ways software allows music rights holders to make more money. At the end of the article, we add a call-to-action (CTA) for that person to input his or her email address to receive an eBook showcasing how our client’s specific product can solve these challenges.
Now this decision maker is on our email list, which enables us to send them more information or an additional CTA, such as a free trial to our client’s software. This process could play itself out in a myriad of different ways, but this is one example of how a user persona enables us to move a potential buyer through the decision making process. It is perfectly normal to have a multitude of user personas, as you will typically have more than 1 type of buyer.
Are you interested in how a user archetype could be leveraged to make your business more profitable? Schedule a free discovery call with our team to get started!
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Hubspot User Archetype template: https://www.hubspot.com/make-my-persona
