The Ultimate Guide To Practical Personas
You're throwing a dinner party, but instead of asking your friends about
their dietary preferences, you assume they all love anchovies and
proceed to serve a three-course meal centered around it. The result? A
less-than-enthusiastic crowd and a lot of uneaten food.
Similarly, in the digital landscape, serving content without truly
knowing your audience is like tossing those anchovies onto every plate.
Welcome to our guide on "Practical Personas" – the secret ingredient to
truly understanding your audience's taste and tailoring your marketing
efforts accordingly.
What Are Practical Personas?
Unlike traditional personas that can sometimes feel like abstract
sketches of imaginary customers, practical personas are like finely
chiseled sculptures, forged from real-time, direct-from-consumer data.
Practical Personas aren't just about giving brands a "feel" for their
audience. They're about actionable, data-driven insights that can pivot
on a dime. Derived from direct-from-consumer data, they serve as
operational powerhouses. It's all about asking the right questions at
the right time that push the customer journey forward.
Each piece of DFC data you collect is crafted to unlock a specific
aspect of your customer's identity. And as these pieces come together,
the picture of your customer's journey becomes clear and vibrant. So,
instead of wandering aimlessly hoping your marketing connects, Practical
Personas help you take every step with purpose and direction.
Traditional VS. Practical Personas
Now, let’s dive into the arena where tradition meets innovation, where
the age-old ways of crafting customer profiles square off against a new
paradigm that's as nimble as it is insightful: the showdown between
traditional and practical personas.
You're trying to complete a complex puzzle, but you're given just a
handful of pieces. That's the traditional persona approach. You cobble
together an image of your audience from the fragments you've managed to
collect, and then you hope that this patchwork somehow mirrors reality.
But here's the catch: it usually doesn't. Traditional personas often
resemble Frankenstein's monsters of marketing, stitched together from
snippets of data that can't capture the true essence of each individual
customer.
These personas aren't just clunky; they're slow. It's like trying to
race a vintage car against a sleek, modern sports car. The traditional
approach involves conducting surveys, analyzing data, and deciphering
customer responses. It's a process that can take months. By the time
you've got your insights, the market might have shifted, rendering your
hard-earned data outdated.
But, practical personas are not just profiles; they're roadmaps to
immediate action. These personas don't dwell in the shadows; they're
built on real-time, direct-from-consumer data. Each piece of information
fits into a bigger picture of your customer's journey. And here's the
kicker: every piece translates into at least one marketing action.
So, it's time to bid farewell to the sluggish, patchwork personas of the
past and embrace the dynamic dance of practical personas. Ready to pivot
at a moment's notice, driven by real-time data, and designed to hit the
mark every time, they're the marketing revolution you've been waiting
for.
Examples Of Practical Personas
So, how do you design a journey that fits everyone? This is where
Fairing’s Question Stream® and Question Bank enter the scene. These
tools work in tandem to bring practical personas to life for ecommerce
brands and streamline the customer journey.
Now, let's break this down with some real-world scenarios to showcase
how Fairing’s Question Stream® bridges the gap between brand narratives
and consumer experiences.
“How Would You Describe Yourself?”
Recently, our CEO shared a story on a session on Subscription
Radio
about an electronics brand that was pretty confident that about 75% of
your clientele consists of professionals. To validate their assumptions,
they simply popped the question to their shoppers: “How would you
describe yourself?”
In just 48 hours, the narrative dramatically shifted! The professionals,
whom they believed were their core audience, only constituted 20% of
their total clientele. This fresh perspective opened new avenues for
diversifying their approach and finetuning their message. With Fairing,
we've seen brands experience these eureka moments time and again. It's
revelations like these that make us urge brands to pop this question
early on, perhaps even during your 14-day free
trial .
But, what next? With segmentation based on responses, brands can craft
messages that resonate like a well-tuned guitar. Imagine knowing
precisely where each segment hangs out online. Students on Reddit?
Professionals on podcasts? These insights can transform your ad
placements, ensuring you're talking directly to your audience. Couple
this with analyzing metrics like the Average Order Value (AOV) for
different segments, and you've got a roadmap that not only guides you
but ensures you're on the highway to ROI heaven.
“Who Is This Purchase For?”
Let's embark on another journey. A post-purchase survey question that
seems so simple, yet when asked, it unravels layers of insights like
peeling an onion. The question being, “Who is this purchase for?” Here's
our go-to list of responses:
- Myself
- Friend or family member
- Co-worker or client
- Other
If a customer ticks any box other than "Myself", you've identified them
as a buyer, not necessarily an end-user. Such distinctions allow brands
to tailor marketing campaigns with a scalpel's precision. After all,
someone gifting your product to a friend is already halfway down the
rabbit hole; with the right nudge, they might just become a customer
themselves.
Further segmentation of this buyer group could sharpen your performance
metrics. A clearer distinction between 'Buyers' and 'Users' can provide
invaluable insights into engagement trends. With follow-up questions in
your Fairing Question Stream®, and you can unearth gems like:
- "What nudged you to purchase this product?" can unravel the driving
factors for your gift-purchasing patrons.
- "Would you ever fancy this product for yourself?" directly confronts
the potential for conversion.
- "How would you pitch this product to the recipient?" is akin to
unlocking a treasure chest of customer-generated taglines and
keywords.
“How Are You Planning To Use Our Product?”
Incorporating a question like this into your Question Stream®? It’s an
opportunity to reveal layers of consumer intentions. Let's say you're
selling mushroom coffee, your proposed use-cases might be:
- Getting a healthier start to my day
- Trying an interesting alternative food
- Saving money by brewing at home
Your customers, in revealing their intent, are also subtly hinting at
their preferences. Maybe the 'Money Savers' would appreciate a bulk buy
discount, while the 'Adventurous Eaters' might jump at an early-bird
offer for new flavors. In essence, practical personas are not just about
understanding; it’s about making each customer feel seen and valued.
What Are The Benefits of Practical Personas
Alright, we've journeyed through the "what" and "how" of practical
personas, but let’s talk about the “why.” Why should you trade your
comfy old shoes (traditional personas) for these sleek, new running
trainers? Here's why:
- Better Customer Experience : Imagine walking into a store, and
the shelves seem to rearrange themselves according to your
preferences. That's the magic of practical personas. It's like
having a one-on-one conversation in a crowded room, where every word
carries weight and meaning. From a quick recommendation that
brightens their day to a nudge that transforms a prospect into a
delighted customer – practical personas ensure your marketing
strikes the right chord at the right moment.
- Increased Customer Retention : We all love places where we feel
‘known’, right? Those cafes where the barista remembers our usual
order, or that bookstore which always recommends the perfect read.
This familiarity and personalized touch lead to loyalty. In the
digital space, practical personas do just that – they remember, they
recognize, and they make customers come back for more.
- Streamlined Customer Journey : Practical personas are the guides
that steer your customers smoothly from the first glance to the
final purchase and beyond. No more stumbling around in the dark; no
more disjointed experiences that leave them frustrated. Practical
personas light the path, offering a seamless route that turns
curious onlookers into loyal advocates. From awareness to
conversion, every step is part of a well-crafted journey.
Conclusion
So, as we draw the curtains on our exploration of personas, let's take a
moment to look back at our journey. We started with traditional
personas—comfortable, familiar, but let's be honest, a bit out of touch.
Like old photos in a dusty album, they provide snapshots of moments gone
by. On the other hand, practical personas are like a live-stream of your
customers’ preferences.
Now, if you're reading this and thinking, "Well, that sounds fantastic,
but where do I start?", here's your cue. If you're yet to experience the
Fairing magic, consider this your golden ticket. Dive into a 14-day
free trial and see how collecting
direct-from-consumer data can reshape your brand's narrative. Or, if you
fancy a deeper dive into the Fairing world, why not book a
demo?