Get to Know
Developing a digital strategy can be an overwhelm- ing task. A quick search on Google will yield
thousands of results about what to
do, when to do it, and where to put
your focus first. Before you consider
which tactic you will pursue first, you must first do
your research about your audience - how they use
the internet, what they are interested in, what types
of content they consume, and how you can answer
their questions or solve their problems. This is accom-
plished by creating marketing personas.
A persona is a singular profile of a target segment
of your audience. This profile includes specifics about
this persona that ring mostly true, and will symboli-
cally represent the audience segment. Creating perso-
nas is a key step in understanding who your brand is
speaking to online and will help you create a custom
strategy around that persona. When you know your
audience, your marketing strategy will connect with
them on a deeper level and build trust.
A persona should answer general questions
about how you relate to this customer and be used
as a reference touchpoint when creating content and
strategy. Consider how each of your personas would
answer the following questions.
• What is your job title?
• What is your income?
• What do you value most?
• How do you spend your time when you are not
• What is your relationship status?
• What are things you worry about?
• What are things that make you happy?
• What websites do you frequent daily?
• How do you communicate with others?
You can add more questions as it relates to what
information you believe best finishes an accurate
profile. Do this for each of the major segments of
your audience that you would like to target with your
online strategy. Track your progress with each segment
and adjust your strategy as necessary.
Here are some things to remember when creat-
ing your personas:
by Carly Reeves