Connecting with potential customers in a meaningful way is more important than ever in this day and age. This is especially true for IT companies, whose products and services can seem abstract or confusing to those outside the industry.
An effective way to humanize an IT brand and ensure its messaging resonates with key target audiences is through the development of customer persona profiles.
What is a Customer Persona?
A customer or buyer persona is a detailed, fictionalized representation of your ideal customer. Persona profiles include demographic information like age, location, and role, as well as psychographic details related to behaviors, motivations, values, interests, and pain points. Persona profiles help ground marketing efforts in a deep understanding of what matters most to different customer segments.
Persona Profile Templates
A persona profile template ensures consistency across personas and aligns profiles to key details that impact marketing and sales. An effective template structures information related to demographics, personality traits, goals, challenges, and buying behaviors. It uses clear section headings, allows room for key insights that differentiate personas, and formats information for easy digestion by internal teams. Potential sections could include:
- Basic Information: Name, title, age, location, employer information
- Demographics: Income, education level, household status
- Goals & Challenges: As they relate to solutions offered
- Shopping Preferences: Buying process, influences, sensitivities
- Marketing Message Resonance: Content and offers likely to connect with this persona
Steps for Developing Persona Profiles
If leveraged effectively, persona profiles can help IT marketers:
- Define messaging and positioning for specific target audiences
- Inform website content that speaks directly to customer needs
- Develop relevant advertising and promotions
- Guide sales interactions and presentations
But how exactly should an IT company approach developing personas? Here is an overview of key steps:
Conduct target customer research through surveys, interviews, and analysis of past customer interactions to identify patterns related to roles, common questions, motivations for purchasing specific services and more. Develop 1-3 fictional persona profiles that represent your research findings, making sure to give them definitive names, titles, demographics etc. Identify that persona’s goals, challenges, and typical customer journey in relation to your IT products and services. Use the persona profiles to map out tailored content, offers, website pages, sales collateral, ad messaging, etc. that directly addresses their unique needs and interests. Review and refine the personas on an ongoing basis as you gather more customer data and feedback.
Leveraging Personas for Marketing Relevance
By utilizing well-researched buyer persona profiles in their marketing and communications, IT companies can cut through the complexities of their solutions and present information tailored to the interests of key customer segments. Persona profiles replace assumptions about ideal customers with real data-driven insights about their priorities to inform content tone, depth and messaging relevance.
Developing persona profiles requires upfront research investment by IT marketers, but doing so leads to long-term gains through more meaningful customer connections. Personas that reflect target segments’ goals and inform content designed uniquely for them are proven to drive greater marketing results over time. With messaging resonance mapped back directly to customer needs, IT brands can build loyalty with the right customers.