We love this quote, and think it appropriate for why you need personas for social media:
“If you want to create messages that resonate with your audience, you need to know what they care about.” - Nate Elliott, Marketing Technology Advisor
For successful content marketing on social media, you need personas to help you deliver content that will be most relevant and useful to your audience.
Without personas, you may only be guessing what content your audience would be interested in engaging with on their social media feed, which means you are more likely to create content around what you know best instead of around the information your audience is actively looking for.
The process of creating personas is well worth the time and effort, even if it is done in basic form. It is key to keeping the business owner, marketing team, and social media manager with the same vision of who the ideal audience is for the brand, product, business, or service offering.
What Is A Target Audience Persona?
A target audience persona outlines a typical member of a target audience. They are fictional representations that are rooted in behavioural data and knowledge that you’ve gained from getting to know your audience on a personal level.
You would want to know things like age, gender, marital status, career, needs, consumer behaviour, life values, aspirations, attitudes, hobbies, etc.
Personas add richness to target audiences. The best way to understand what people want is to get to know them. This can be achieved through investigating many sources of information on your audience, from the small pieces of information logged in your site statistics to actual conversations with real-life customers. Keep a broad mind when gathering up information related to your personas.
Where to Find Information?
- Website analytics. This will give you information on where your visitors came from, what keywords they used to find you, and how long they spent once they arrived.
- Speak to your team. Not just the marketing crew, but anyone who interacts with customers and customer data should be involved in sharing their thoughts about your customers.
- Social Media. Make use social media listening to find what your potential customers may be asking, or discussing, on Twitter, Facebook and LinkedIn, or even Snapchat and Instagram. Geo-specific social media monitoring tools help businesses engage with customers who are close to their brick-and-mortar stores.
- Ask questions. Who knows your audience better than themselves. So ask questions. Find out what they like, and what they don’t. Know their pain points of your product, or service.
How many personas do you need?
It is recommended that you make three to five personas to represent your audience; this would be big enough to cover the majority of your target social media audience yet small enough to still carry the value of specificity.
Once you have gathered all this information, you can build the personas of your audience and, along with your social media manager, begin to create an effective social strategy. The team at Kalan Media will work on this with you.
It is important to remember that this is an ever moving yardstick, and as your audience and customer base grow, this process will need to be repeated and repeated again.