I guarantee you will totally understand if you read very carefully.
A marketing persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience. –Ardth Albee
The main purpose of personas is to simulate the different customer segments in the real world. Before we start to discuss personas, I would like you to image how many types of customer are in your imagination. Here, I would like to provide some categories for you to create personas, such as gender, job title, age, and fear. So, your job is to create four to five people with different categories and names, such as Sam was an IT guy before he was 24 years old, but he is currently studying in Oregon State University for his master degree.
Why personas are so important for a company?
If you are responsible of email marketing in a company, but you have know idea what content will be suitable for every customer on your contact list. This is the exactly time you should create personas and classify each of them with specific features. The biggest problem for email marketers is how to get into in-box. As CAN-SPAM Act, any corporation is not allowed to promote to email users, unless they agree to receive any information from it. Usually, the legal way to collect email address which is opt-in. Opt-in is a method to collect consumers’ or visitors’ email when they visit a website. There is a small box with sentence to ask “Do you want to subscribe to receive and update?” or a box has been clicked with sentence like “Keep it blank if you don’t want to receive any update?” Indeed, your email content will be very important once you have visitors’ email. You will try your best to keep them engaging with the business, and that is the reason why personas are important. For example, your company is an online retailer of computer equipment (screen, mouse, chips, and charger). There are three people on your contact list, Sam, as what I have mentioned earlier and Kevin, which is a manager in the grocery store, and Wei, which is an amateur gamer. According to the content marketing principles, the content in email must be valuable for each receiver. In addition, you should send an email about special deals and special event with discount because Sam is a student, so he might not have enough budget for the new arrival products. In contrast, you should send Wei an email with new arrival products or feature products because Wei might concern effect more than price.
How to connect customer relationship and personas?
Basically, the customer relationship depends on many factors, such as email content, time, device, and etc. Some of them are relevant to personas because each email user needs different content, different active time, and different device. To maintain the relationship with them, you need to send them the right content, at the right time; otherwise, they could not be able to communicate with you.
Reference: https://buffer.com/library/marketing-personas-beginners-guide https://academy.hubspot.com/courses/email-marketing
