Understanding our online customers persona.

Prepared by: Tony Munuhe for UBRICA Marketing Team.

Before you dive into shaping your content-marketing strategy, it’s important to understand and define your buyer personas, as well as the journey they go through from the awareness to decision stages of buying your product.

A persona is a representation of your target customer. It’s a picture you paint based on research and interviews with actual customers. A persona goes beyond basic demographics to include the intangible elements that make a person tick. Your customers’ personas can be based on actual data as well as educated guesses of your customer demographics, goals, behavior patterns, and motivations.

Survey your current customers i.e. use a free service like Survey Monkey to create an online survey which you can send out to your customers. Look for trends in the responses you get!

An essential component of inbound marketing is the utilization of online content to attract potential customers. Many different types of content can be developed, and in many cases, marketers might target customers by using a combination of approaches, including:

data as well as educated guesses of your customer demographics, goals, behavior patterns, and motivations.

Survey your current customers i.e. use a free service like Survey Monkey to create an online survey which you can send out to your customers. Look for trends in the responses you get!

An essential component of inbound marketing is the utilization of online content to attract potential customers. Many different types of content can be developed, and in many cases, marketers might target customers by using a combination of approaches, including:

NB:- All these methods can be effective, but only if you truly understand your audience. What type of content is most likely to generate a response from a particular type of customer? How does your ideal customer prefer to engage in the sales process? What problems do customers need to solve, and how does your business help them?

Sample Questions You Can Use

Q1. Which is you age bracket/category?

♣18 and below

♣  19 to 24

♣  25 to 29

♣  30 to 34

♣  35 to 39

♣  40 to 44

♣  45 to 49

♣50 and above

Q2. What is your gender?

  • Male
  • Female

Q3. Where do you live i.e. local area name and county

Q4. Which category do you belong in terms of earning a living?

  • Employed
  • Self-employed
  • Not employed(supported financially)

Q5. In what industry do you work?

Q6. On a scale of 1 (not much at all) to 5 (super aware), how aware are you of web accessibility?

Q7. Using the same scale, how aware of accessibility do you think most of your colleagues are?

Q8. What are your biggest challenges related to web accessibility?

Challenge 1  ………………………………………..

Challenge 2…………………………………………

Challenge 3…………………………………………

Q9. Where do you prefer to do your shopping?

  • Offline(Shops, Supermarkets, Malls)
  • Online(Internet)

Q10. What are you biggest concerns about buying products online?

Q11. Which social networking website/platform do you use most(pick only one)

  • Facebook
  • Twitter
  • Instagram
  • Whatsapp
  • LinkedIn
  • Google+(Plus)
  • Telegram
  • Tumblr
  • Other

If you choose “other” please specify.

Q12. What gadget/device do you use to access the Internet

  • Desktop Computer/Personal Computer
  • Laptop Computer
  • Tablet
  • Mobile Phone

Q13. Where do you learn about new information for your current job?

  • Co-workers
  • Trainings/workshops
  • Conferences
  • Industry blogs, websites
  • Social media/networking sites
  • Other

If you choose “other” please specify

Q14. Which publications or blogs do you read often?

Q15. How do you prefer to interact with vendors/sellers?

  • Face to face
  • Telephone
  • E-mail
  • Social Media (Facebook, Twitter )
  • Expos/Exhibitions
  • Other

If you choose “other” please specify

Q16. What types of events or situations cause this you to realize the need for a product/service?

Q17. Where do you go to learn/research about a vendor, product or service?

  • Family, Friends, and Colleagues
  • Newspapers/Magazines
  • Websites
  • Social Media
  • Other

If you choose “other” please specify

Q18. What other offline resources do you use?

Q19. Who do you ask for product/service recommendations?

  • Family and Friends
  • Celebrity Endorsements
  • Existing Customer
  • Technical Expert
  • Other

If you choose “other” please specify

Q20. When you are considering a purchase, what is the evaluation process, and how do you decide to purchase that product or service?

Other Questions Marketing Team Should Answer (Market Profiling)

 Q1. What types of customers do you typically meet (both online and offline)? Q2. Why do different types of customers typically make a purchase?

Q3. What reasons do customers cite for selecting your business over a competitor?

Q4. What are the most common objections you hear?

Q5. What technical and demographic information do you have about your website visitors?

Q6. How do you currently market?

Q7. Can you describe marketing campaigns that have been the most successful?

Q8. Can you describe marketing campaigns that have failed?

Q9. Which Blog Posts/You Tube Videos/Face Book Posts/White Papers have received the most traffic?

Q10. What are the most frequently asked questions from customers?

Q11. Which page on the website receives the most impressions?

Conclusion

Don’t be afraid to ask the tough questions. They can often leads to some of your most helpful answers. While the list above can be very useful to refer to, feel free to create your own questions as you see fit based on your industry.

The more you understand about your customers, the better you will be able to reach them. Persona development is a cost-effective process that will allow you to get the most from your inbound marketing budget. You will be able to:

 

Posted by: Jane J.

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