A persona, called “buyer persona” in classic marketing, is a fictitious person who represents a specific user segment of a website. In the field of digital marketing, the characteristics of the persona are based on analytical user data. This data gives a clear idea of how users use a website. A persona is therefore an effective tool for targeted and effective marketing strategies in the online area.
Definition of the Special Features of a User Group in a Persona
A persona unites the characteristics of an entire user group of a website in a single, representative figure (segment). There is no general example of a typical persona – it has to be created individually for each page. For example, a person of an online shop has completely different claims than that of an information page.
Personas always have classic socio-demographic characteristics such as age, gender, origin, marital status, education, job, and income.
In addition, a persona also records the psychographic characteristics of the people who belong to a common user group. Like a real person, she has personal values and goals that are important to her. It expresses the central needs and expectations of the user group. Understanding the persona ultimately results in the correct interpretation of the functionality of a website. A persona provides insight into:
- The goals of a group of users on the website
- The behavior of the group of users on the website
- The needs of users on the website
- With Persona, properties of a target group become visible
Depending on the project, one or more personas can be created. The following applies: The personas represent the main target groups of a website and by no means all user groups. Reducing the data to a few personas with clear characteristics only makes user behavior transparent.
When creating multiple personas, it is advisable to differentiate between primary and secondary personas. The most important group of users is specified as the primary persona.
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What are the Differences Between Searcher Persona and Classic Persona
The classic persona is based on conventional OnPage data. In addition, it is possible to record the user on his customer journey at an earlier point in time. The relevant term for this is Searcher Persona and enables user-controlled SEO.
In addition to the goals, needs, and behavior of the user, a searcher persona also shows on the page how he landed on the website. It, therefore, contains information on search behavior and the activity of users on other sites, for example in forums or on social networks. Knowing which other platforms a persona is active in offers relevant added value for outreach campaigns. A searcher persona is created on the basis of extensive keyword research.
What is the Difference Between Target Group and Persona
Do the persona and target group describe the same thing in online marketing? Not quite.
Persona gives the abstract target group a face. Strictly speaking, the persona is the target group – only described in much more detail. It can therefore be understood as a kind of further development of the target group. The general target group of a company gains valuable depth of detail through the persona.
A target group can also have more than one persona. Every persona and its sensitivity to the different features and services should be considered while marketing campaigns happening.
Which Tools Can be Used to Create a Persona?
User data is required to create a persona. It is advisable to work with various tools such as Google Keyword Planner, Google Trends, and Google Trends. Data from social media monitoring are also relevant. Furthermore, SEO tools such as Sistrix and Searchmetrics also offer useful data.
It should be noted that the information gathered is by no means definitive. Under certain circumstances, this data can also be interpreted in different ways. In order for the persona to form a reliable basis for online marketing strategies, detailed work is essential.
Some of the UX and Data Analytics related guidelines:
- User Retention Rate Optimization
- Conversion Funnel Designing
- Mobile-first Design
- Click Path Optimization
Tailored Optimization for a Strengthened Conversion
The creation of a persona involves a highly complex process. This determines what the target group is looking for. It is also relevant in this context that content best satisfies the needs of the target group. The company’s goals are omnipresent on the website – in online marketing, they are referred to as conversion. It is of fundamental importance for which target group is most important and what triggers the conversion. The detailed research is the basis for targeted optimization, which in turn has a beneficial effect on the conversion rates – and the company also benefits from this.
Personas for Targeted Strategies in Content Marketing
The precise and clear definition of personas is a relevant factor that contributes significantly to the success of the content on a page. Scattering content blindly to a target group that is too rough is not efficient. What are the personal needs of the user? What specific problem is the reason for the page visit and what benefits does the user expect from the page? The content must provide the user with a tailor-made solution for his or her concern and match its actual goals.
It is, therefore, necessary to check which keywords googled by the persona and which problems can be derived from them. Once the key concerns of the important user groups have been identified, the content can refer to these concerns and offer the website visitor real added value. If a user is unsure about buying a product, then it is worth communicating the advantages of the product clearly and showing the trust elements on the web page related to that product such as testimonial reviews.
Persona as The Key to Performing Content
Using searcher personas, precise content strategies can be conceived that specifically fulfill the wishes of the user. That means creating content with concise topics that really interest the persona. The type of content also plays an important role. Whether image, video, or text – the preferences of the format sometimes vary considerably depending on the user segment. The linchpin is therefore not only what content is published, but in particular how the presentation is made to the user.
The targeted optimization of landing pages also makes it more likely that a content strategy will bear fruit: it makes sense to create different versions of a landing page, each of which specifically addresses a persona. If the user reaches the page that fits his problem via a landing page, the bounce rate is significantly reduced at this point.
A target group, including their needs, becomes clear through the persona. The concept enables optimization based on reliable and objective data. It also promotes the creative development process.
Making Persona Analysis through Google’s SERP Design and SERP Updates is possible. A Holistic SEO simply can understand the user persona for a specific query thanks to Google’s SERP. If there is a featured snippet or answer box, the query can be informational and the information should be given in a brief way. If there are lots of ads. along with images pack, it is probably a product to buy and visual quality will be important for your landing page.
You can learn more about Search Intent to understand User Personas and Search and Buy actions better.
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