Creating user personas to target users isn’t anything new. This process usually entails putting together internal thoughts from your sales, marketing and customer success teams combined with any other data points you’ve already captured about your user base. The process usually results in gaps that you fill based on gut, perception or just plain guessing.
Sending a survey to your customers is a great way to fill those gaps, back up what you already know, and pre-identify which customers belong to which profile.
Looking to supercharge your response rate too? Add a contest element or incentive to your survey for those that fill it out. Or, if you simply have way too many questions to ask, spread it out over a few shorter surveys.
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Survey your customers to create a more accurate profile of your user personas
The first step to creating user personas is identifying who you are targeting. You need to know who you are talking to before you identify what matters to them. Use this demographic profile of your database in your social advertising to create custom audiences, as a way to segment your email marketing to provide relevant content, or implement it as part of your lead scoring to qualify prospects.
Here’s a sample list to get you inspired:
- What is your job title?
- What is your job level?
- What is your age?
- What is your gender?
- What is your educational background?
- How many years experience do you have in your industry?
- What tools do you use in order to be successful in your role?
- What is your company size?
- What is your company name?
- What is your annual budget?
Identifying pain points within your user personas
Knowing what problems your prospective customers are looking to solve makes you powerful (especially if your business solves that pain point).
- Identifying the key pain points for your user personas is a great way to supercharge your content calendar with relevant content, optimize your on-page conversion rates through leveraging key messaging, and boosting your ad performance through targeting what matters.
Ask your customers:
- What is your biggest challenge in your role?
- How is your success measured?
- What did you wish you knew more about in [your company’s market]?
- What is preventing you from being successful?
Finding out what emotion your product or service evokes
You likely already know the functional benefits that your product or service provides – but do you know how that makes your customers feel? Does using your product or service make your customers feel excited, or hopeful, or confident?
If knowing what problems your prospective customers are looking to solve makes you powerful, being able to identify how this makes them feel makes you a superhero. Leverage this as part of your key brand messaging in adopting it as the tone of your content marketing and copywriting, highlight customer stories that elicit that emotion, or test button copy that plays with creating that feeling.
Ask (open-ended questions tend to be the best for this):
- What is your biggest concern in your current role?
- What do you like most about using [your company’s service or product]?
- How did using [our product/service] solve your challenge of [XXX]?