Conducting Market Research for Building Customer Personas (Part One)

When it comes to conducting market research for building customer personas, one-size-fits-all approaches no longer cut it. To truly resonate with your target audience, you need to speak their language, address their pain points, and offer solutions tailored to their specific needs. This is where marketing personas come into play. In this blog, we’ll explore the art of custom-tailoring marketing messaging to directly reach your marketing personas.

Crafting Personalized Marketing Messages

Now that you have a clear picture of your marketing personas, the second step, it’s time to craft personalized marketing messages that speak directly to their needs and preferences.

Tailor Your Content

Create content that resonates with each persona. For example, if you’re marketing a fitness app, consider creating different content for personas like “New Moms” and “Fitness Enthusiasts.” Share workout routines that are suitable for busy schedules for the former and advanced fitness tips for the latter.

Understanding the theory behind crafting personalized content for your marketing personas is essential, but practical examples can provide a clearer picture of how this process works.

Here are a few scenarios that demonstrate how content can be tailored to match specific customer personas:

Persona: “Eco-Conscious Millennials”

Scenario: You run an outdoor apparel brand that wants to target eco-conscious millennials who prioritize sustainability.

Tailored Content: Create a blog post titled “10 Sustainable Hiking Tips for Eco-Conscious Adventurers.” In this post, you can discuss eco-friendly gear choices, tips for leaving no trace, and sustainable hiking destinations. Share stories of how your products are made using sustainable materials and practices. Use images and testimonials featuring young environmentally-conscious hikers enjoying your products.

Persona: “Tech-Savvy Entrepreneurs”

Scenario: You offer a business productivity software targeting tech-savvy entrepreneurs who are always on the go.

Tailored Content: Develop a series of video tutorials titled “Efficiency Hacks for Busy Entrepreneurs.” These tutorials could cover topics such as time management apps, collaboration tools, and mobile productivity tips. Create blog posts about case studies showcasing successful entrepreneurs who attribute their productivity to your software. Share these posts on social media platforms where tech-savvy entrepreneurs often engage.

Persona: “Family-Oriented Homebuyers”

Scenario: You’re a real estate agent targeting families looking to buy their first homes.

Tailored Content: Write a comprehensive guide titled “The Ultimate Family Home Buying Handbook.” Include sections on choosing family-friendly neighborhoods, school districts, and safety considerations. Share heartwarming stories of families you’ve helped find their dream homes. Create social media content with tips on childproofing, yard space, and finding family-friendly local amenities.

Persona: “Fashion-Forward Gen Z Shoppers”

Scenario: You manage an online clothing store aimed at fashion-forward Gen Z shoppers.

Tailored Content: Post Instagram stories and reels featuring user-generated content of customers wearing your trendy outfits with the hashtag #StyledBy[YourBrand]. Create a blog post titled “Top 5 Street Style Trends for Gen Z Fashionistas,” highlighting your products within the context of these trends. Use vibrant and visually appealing imagery in your content to align with Gen Z’s aesthetic preferences.

Persona: “Health-Conscious Baby Boomers”

Scenario: You operate a health and wellness store with a focus on natural remedies and supplements, catering to health-conscious baby boomers.

Tailored Content: Produce an email newsletter with the subject line “Wellness Wisdom for Baby Boomers.” Share articles about maintaining joint health, managing stress in retirement, and the benefits of natural supplements. Consider hosting webinars or workshops specifically addressing health concerns relevant to this demographic, offering personalized product recommendations.

In each of these examples, the content has been meticulously tailored to align with the preferences, interests, and needs of the specific customer personas. Whether it’s eco-conscious millennials, tech-savvy entrepreneurs, family-oriented homebuyers, fashion-forward Gen Z shoppers, or health-conscious baby boomers, the key is to create content that speaks directly to their hearts and minds, forging a deeper connection and driving engagement.

Address Pain Points

Identify and address the pain points unique to each persona. If one persona struggles with time management, highlight how your product or service can save them time. If another persona faces budget constraints, emphasize cost-effective solutions.

Understanding and empathizing with your customer personas’ pain points is the foundation of effective marketing.

Here are some examples illustrating how you can address pain points specific to different customer personas:

Persona: “Stressed Working Parents”

Pain Point: Balancing work and family life is a constant struggle for working parents.

Marketing Solution: If you’re a meal kit delivery service, create marketing campaigns that highlight your convenient, time-saving meal solutions. Messages like “Spend More Time with Your Family – Let Us Handle Dinner” directly address the pain point of juggling work and family responsibilities.

Persona: “Budget-Conscious Students”

Pain Point: College students often grapple with limited budgets and high textbook costs.

Marketing Solution: If you’re a textbook rental service, run marketing campaigns emphasizing significant cost savings. Promote slogans like “Affordable Textbooks for Every Student” or offer discounts for first-time renters. Create blog posts about smart financial planning for students, where you subtly introduce your service as a budget-friendly solution.

Persona: “Overwhelmed Small Business Owners”

Pain Point: Small business owners often find marketing tasks overwhelming and time-consuming.

Marketing Solution: If you’re a digital marketing agency, emphasize the simplicity and time-saving benefits of your services. Run ads with phrases like “Focus on What You Do Best – Let Us Handle Your Marketing” or offer free webinars on efficient marketing strategies for small businesses, showcasing your expertise.

Persona: “Eco-Conscious Shoppers”

Pain Point: Environmentally conscious consumers worry about the environmental impact of their purchases.

Marketing Solution: If you sell eco-friendly products, create marketing messages that highlight their sustainability. Use phrases like “Shop Guilt-Free – Our Products Are Sustainably Sourced” or share educational content on the environmental benefits of your products.

Persona: “Tech-Savvy Millennials”

Pain Point: Millennials often face information overload in the digital age.

Marketing Solution: If you’re a content curation app, market your service as a solution to the information overload problem. Use slogans like “Stay Informed, Not Overwhelmed” and offer features like personalized newsfeeds to help users filter and prioritize content.

Persona: “Health-Conscious Seniors”

Pain Point: Seniors may struggle with mobility and accessibility issues.

Marketing Solution: If you provide home healthcare products, focus on the convenience and accessibility of your offerings. Advertise with messages like “Bringing Health to Your Doorstep” and offer hassle-free delivery services. Create informative blog posts about aging in place and the role of your products in maintaining independence.

In these examples, marketing strategies are tailored to directly address the specific pain points of each customer persona.

Using Persona-Concentrated Language

By acknowledging and alleviating their concerns and challenges, you demonstrate empathy and provide solutions that resonate with their needs. This approach not only builds trust but also increases the likelihood of conversion and customer loyalty. 

Conducting market research for building customer personas means being able to speak the language of your personas. If one persona prefers a casual, friendly tone, use conversational language. For personas in a professional setting, adopt a more formal tone. Mirror their communication style to build rapport. You wouldn’t use rap lyrics to sell oatmeal to seniors, probably… That’s an extreme example, but it illustrates this concept well!

Speaking the language of your customer personas is a powerful way to establish rapport and create a connection.

Here are some examples of how you can use persona-related language in your marketing efforts:

Persona: “Tech-Savvy Millennials”

Persona-Related Language: Millennials often appreciate a conversational and relatable tone.

Marketing Example: In an email campaign promoting your cutting-edge tech products to millennials, use phrases like “Stay ahead of the game with our latest gadgets” or “Tech that fits your lifestyle.” Speak to their desire for innovation and convenience.

Persona: “Health-Conscious Baby Boomers”

Persona-Related Language: Baby boomers may prefer a more formal and respectful tone.

Marketing Example: When addressing this audience in a blog post about health supplements, use phrases like “We understand your health concerns” or “Our products are designed with your well-being in mind.” Respect their experience and knowledge about health.

Persona: “Eco-Conscious Shoppers”

Persona-Related Language: Eco-conscious consumers appreciate brands that share their values.

Marketing Example: In a social media post promoting your environmentally friendly products, use phrases like “Join us in the journey toward a greener future” or “Together, we can make a positive impact on our planet.” Emphasize shared values and collective action.

Persona: “Adventure-Seeking Travelers”

Persona-Related Language: Travel enthusiasts may respond well to adventurous and exciting language.

Marketing Example: In an Instagram caption showcasing a travel package, use phrases like “Embark on the adventure of a lifetime” or “Unleash your wanderlust with us.” Invoke the thrill of exploration and discovery.

Persona: “Frugal Shoppers”

Persona-Related Language: Budget-conscious customers appreciate transparency and cost-saving messages.

Marketing Example: In an email promoting a flash sale, use phrases like “Big savings just for you” or “Shop smart and save.” Highlight the financial benefits of your offer and reassure them that their budget is valued.

Persona: “Busy Professionals”

Persona-Related Language: Busy professionals respond well to messages that respect their time constraints.

Marketing Example: In a LinkedIn post about your productivity app, use phrases like “Streamline your workday” or “Efficiency at your fingertips.” Highlight how your product can help them make the most of their limited time.

Using persona-related language ensures that your marketing messages align with the communication preferences and values of your target audience. By speaking their language, you establish a deeper connection and show that you understand their unique perspectives and priorities. This approach not only fosters engagement but also increases the likelihood of your message resonating and driving action. That’s the whole purpose of conducting market research for building customer personas after all, having information to put to use!

Offer Relevant Solutions

Tailor your product or service offerings to match each persona’s needs. For instance, you can offer bundle deals for budget-conscious customers or premium packages with added features for those seeking an all-inclusive experience.

Choose Appropriate Channels

Different personas may frequent different communication channels. Be where they are. If one persona is active on social media, focus your efforts there. For another persona who prefers email, send personalized emails with targeted offers.

Choosing the Right Channels to Reach Your Customer Personas

Selecting the appropriate communication channels for your marketing efforts is as crucial as crafting the right message. Your choice of channels should align with the preferences and behaviors of your customer personas.

Let’s explore some examples of how you can make the right channel choices to effectively reach your target audience:

Persona: “Social Media-Savvy Millennials”

Channel Choice: Platforms like Instagram, TikTok, and Twitter are ideal for reaching millennials who are active on social media.

Why: Millennials often engage with brands on these platforms and appreciate visually appealing content, short videos, and interactive experiences. Tailor your marketing efforts to include eye-catching visuals, engaging stories, and interactive polls to capture their attention.

Persona: “Professional B2B Decision Makers”

Channel Choice: LinkedIn and industry-specific forums or blogs.

Why: Business professionals, especially those in B2B roles, are more likely to engage with content related to their industry on LinkedIn. Posting thought leadership articles, sharing industry insights, and networking on this platform can be highly effective in reaching and influencing decision-makers.

Persona: “Family-Oriented Parents”

Channel Choice: Email newsletters, parenting forums, and Facebook groups.

Why: Parents often appreciate informative and personalized content delivered directly to their inbox. Email newsletters can provide valuable parenting tips, product recommendations, and exclusive offers. Engaging with parenting communities on Facebook or specialized forums allows for targeted communication.

Persona: “Eco-Conscious Shoppers”

Channel Choice: Your brand’s website/blog, eco-friendly marketplaces, and environmental organizations’ websites.

Why: Eco-conscious consumers actively seek information and products that align with their values. Hosting a blog or resources section on your website dedicated to sustainability can attract and engage this audience. Listing your products on eco-friendly marketplaces or partnering with environmental organizations can also help you reach this persona.

Persona: “Tech Enthusiast Gamers”

Channel Choice: YouTube, Twitch, and gaming forums.

Why: Gamers often turn to video platforms like YouTube and Twitch for game reviews, walkthroughs, and gaming content. Partnering with gaming influencers or creating engaging video content can effectively reach this audience. Participating in gaming forums allows for direct engagement and feedback.

Persona: “Health and Wellness Seekers”

Channel Choice: Health and wellness blogs, YouTube channels, and wellness-focused social media groups.
Why: This audience is drawn to content that offers guidance on healthy living, fitness, and mental well-being. Collaborate with wellness influencers or contribute guest posts to health and wellness blogs to tap into this market. Engaging in discussions within relevant social media groups can also foster connections.

Choosing the right channels while conducting market research for building customer personas ensures that your marketing efforts are not only seen but also well-received by your target personas. By understanding where your audience spends their time and what type of content they prefer, you can optimize your marketing strategy and increase the chances of engagement and conversion. Tailoring your approach to each persona’s preferred channels demonstrates a commitment to meeting them where they are, fostering a stronger and more lasting connection.

Test and Optimize

Continuous testing and optimization are crucial. Monitor the performance of your personalized marketing messages using metrics like conversion rates, click-through rates, and engagement. Adjust your strategies based on what works best for each persona.

Benefits of Custom-Tailored Marketing Messages

Personalizing marketing messages for your personas offers several advantages:

  • Increased Engagement: Personalized content captures attention and fosters a deeper connection with your audience.
  • Higher Conversion Rates: When customers feel understood, they are more likely to take the desired action, such as making a purchase.
  • Enhanced Customer Satisfaction: Meeting specific needs and addressing pain points results in more satisfied customers.
  • Efficient Resource Allocation: Personalization helps you allocate resources efficiently by focusing on strategies that resonate.
  • Brand Loyalty: Personalized marketing fosters loyalty and advocacy, turning customers into brand advocates.
Want to learn more? Also check out this great guide by SEMRush on how to build out customer profiles.

Marketing Messages – Your Secret Marketing Weapon

Custom-tailoring marketing messaging and conducting market research for building customer personas to reach your marketing goals are the key elements to unlocking the full potential of your marketing efforts. By understanding your audience on a deep level and crafting messages that speak directly to their unique needs and preferences, you can build stronger relationships, drive engagement, and ultimately achieve greater success in your marketing endeavors. Embrace the power of personalization, and watch your marketing messages resonate like never before.