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Published April 11, 2019
A weekly look at issues facing Wyoming business owners and entrepreneurs from the Wyoming Small Business Development Center (SBDC) Network, a collection of business assistance programs at the University of Wyoming.
By Jake Dixon, marketing manager, Wyoming SBDC Network
You have a product or service to sell, and you’ve identified your target audience, but now you need to create an effective message that leads to sales. Marketing personas are composite sketches of key customer segments of your audience, according to the Content Marketing Institute. These sketches help deliver content that will be most relevant and useful to your audience.
To build a marketing persona that targets your key customer segments, you’ll need to identify who the likely recipients are for this specific message; why they would or wouldn’t use your services; what their primary goals and challenges are; and how your business can provide a solution. Make sure each marketing persona includes the following elements about your client segment:
-- Background information (such as common career paths and family compositions).
-- Communication preferences (Where do they get their news?).
-- Their goals and challenges.
-- What you can offer to help them.
-- A detailed marketing message (one to two paragraphs).
So, how many marketing personas should you create? Three to five is a good place to start. As your marketing efforts expand, you may find it beneficial to have one for each product or service you offer. Just make sure each persona is distinct, and the information is backed up with data -- either from demographic research or insight of your current clientele.
If you’re ready to get started on building marketing personas for your business, the Wyoming SBDC Network is here to help. Our no-cost advising and market research will help you to create accurate, useful personas to tailor your messaging to the appropriate audience. To contact your local adviser and get started today, visit www.wyomingsbdc.org.
The Wyoming SBDC Network offers business expertise to help Wyoming residents think about, launch, grow, reinvent or exit their business. The Wyoming SBDC Network is hosted by UW with state funds from the Wyoming Business Council and funded, in part, through a cooperative agreement with the U.S. Small Business Administration.
To ask a question, call 1-800-348-5194, email firstname.lastname@example.org, or write 1000 E. University Ave., Dept. 3922, Laramie, WY, 82071-3922.