Hello whatsup guys Without understanding your customers, no business
can succeed whether online or offline.
I am Tahir Yaqub and, in this video, I�ll teach you what is customer persona and how
to build a customer persona for your business, so let�s get started!
So, there are few terms which are used essentially for the same purpose, so those are like customer
persona, user persona, buyer persona, shopper persona.
All these refer to the customers of any product or service, SO if you are offering a product
or if you are designing a product or if you offering any service, so what is the fictional
model of your customers that is customer persona, sometimes also called customer avatar.
Or if you are an affiliate marketer and you have a website and you want people to visit
your website and there you promote certain products of other people, so in your case
the customer persona would be model of the people who visit your website, why they are
coming to your website and through which channels they are coming to your website
So, the first question is why we need customer persona in the first place.
The basic reason we need customer persona is that we want to get an empathy with our
customers, so what are their problems and what solution our product should offer.
So, this is a type of empathy, so what are the issues they are facing and then we try
to address those issues with our product.
So, this is the main reason of getting the customer persona.
But also, in advertisement, we also try to target those audience which are in our customer
persona, so when we build customer persona, we want to target those audience in our advertisement
campaign and now comes the question what if we don�t have a customer persona.
So, there are two main disadvantages of not having a customer persona.
The firs is high risk of product failure, if you don�t know your customers and you
are not targeting any specific segment of the market, there is a great chance that your
product might fail, so high risk of product failure is the first disadvantage of not having
a customer persona.
The second disadvantage is the high advertisement cost, because if you are targeting a very
broad segment of audience then you are wasting a lot of advertisement budget, so we need
to laser sharp our advertisement campaign so would target the exact type of customer
we want who are most likely to buy our product.
So, these are two disadvantages of not having a customer persona
Now the question comes how to build customer persona.
So, there are two approaches, one is to build customer persona based on certain assumptions
and this is what most companies do!
When they have a good idea and they want to design a product, so make certain assumptions
that ok these types of people, set one, set two, set three, they will buy our product
and then they just launch the product, so this is assumption-based approach which is
wrong!
The best approach is to use data to get the customer persona from the data because in
this time, we have a lot of data available which also is sometimes very confusing but
this is the good approach to build you customer persona based on the data
So how to build it, so there are two main stages of building a customer persona, so
the first stage is the planning stage and the second stage is the implementation stage,
so in the planning stage what you do, you try to make some questions which you want
to get answers because just having the enormous amount of data means nothing if you don�t
know what are you looking for and what you are trying to find, so the first stage is
making a set of questions which you want to get answers and the second stage is to use
data to get the answers you want and this is your customer persona!
So, let�s talk about what questions you want to get answers.
There could be hundreds of questions and there is a post on HubSpot website which you can
read about hundred questions about customer persona but I am not talking about hundred
questions but some of the questions I do want to highlight.
Who are they?
Where are they coming from?
What are their problems and issues?
What they want to achieve?
What are they expecting from your product or service?
What attributes of your product or service they like the most/
What alternatives they have?
How you compete with your competitors?
So, this last question is also important because you want to get your product or service better
than your competitors.
So, once you have formulated these questions then you have two options, so the first option
is paid tools.
So, there are many companies such as 1.
Experian 2.
Nielsen 3.
Axciom So all these tools provide hue amount of data
for any industry If you are looking for free tools only, so
there are three main options: First is the Google Analytics, you have a
website with Google Analytics.
So, in Google analytics, what you are looking for is the engagement metrics.
From engagement from engaging contents and the pages where customers are spending more
time on your website, you can figure out what type of people they might be if they are looking
for some children products, they could be parents for example so from those contents
and from new users and returning users, you can have some idea about your customers.
But for this tool to work, you must have your website at least one year old and you must
be using 6 months to one-year data for that but that six months to one-year data should
be after the first year.
Because in the very beginning Google takes a lot of time to evaluate your website and
all this, so you don�t want to start from the first day.
And the second option you have is the insight tools provided by advertisement platforms
like Facebook, Twitter and LinkedIn.
Once you have run some advertisement campaigns, then you can use insight tools provided by
these platforms to find out the demographics, the age, the interest of your audience, the
people who engage with your ad copy or your content or whatever, the video content whatever
you are advertising with.
So, from insight tools of all these platforms, you can get a huge amount of information about
your customers.
And the third option which I would like to include is that in all these advertisement
campaigns which you run, you should include UTM parameters, so UTM parameters, what they
do is that provide you with some information about from where the traffic is coming to
your website, which advertisement campaign is working and which is not working.
So, what you do, you put in your links some extra information and when Google Analytics
detect that information, it shows you in campaigns, in Acquisition campaigns that from where the
traffic is coming and which campaign is producing how many visits.
So in this way you can get some estimate, Remember one of the question was from where
they come from, so you would get answers to these type of questions, So I hope this video,
you find this video useful and if so please like and subscribe to my channel and hit the
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watching, see you next time!