What are Personas

Personas are fictional representations (characters) of your buyers/your website audience. When you conduct audience research and create personas, you learn who your online audience is – and how best to market to them via content.

A persona is a representation of the following elements:

• Who your buyer (audience) is
• What they are trying to accomplish on your website
• What goals drive their behaviour
• How they think
• How they buy products
• When and Where they buy products
• Why they make buying decisions (motivations)

Your purpose in creating personas is to give yourself a deeper understanding of your audience and their behaviours so that you can target them with your content.

It’s not enough to only know the demographic information about your buyers (i.e., 18-35, female, lives in Sydney etc.), you have to understand the psychological factors that influence their decision-making and buying habits to help you make smart decisions for your content strategies.

Hot Tip: Review the persona template below, to familiarise yourself with what is typically included for each persona created for professional marketing

Once you have 3-4 audience personas created for your brand you'll then design your overall content strategy and key messages around meeting the needs, goals as well as addresses pain points your personas have.

When you have your mix of content for each persona you'll use this for Instagram posts and advertising so you're targeting the audience you want - not just creating content for the sake of it and/or generic posts with no key messages.