Why customer personas are vital for your marketing strategy

Last edited 21 March, 2024
Email Marketing, Industry Insights
4 min read.

In this post, we’ll cover the following:

Knowing your audience and understanding what makes them tick can make all the difference when it comes to attracting high-value visitors, leads, and customers to your business.

In this blog, experts from our marketing agency in Sutton Coldfield will explain the concept of customer personas and delve into the importance of using them to help achieve your business goals.

We will focus on areas including how it differs from marketing segmentation, where it fits in with your marketing strategy and how our digital marketing specialists can help.

How do customer personas compare to marketing segmentation?

Customer personas, also known as buyer personas, are fictional but ideal, representations of your customers, built upon using the existing real data you hold about them. These personas can help you gain a deeper understanding of the clients you’re trying to target and how they find, interact, and use your services or products.

Such personas expand on the typical types of market segmentation that include demographic-led data such as gender, age, location, and lifestyle to name a few, to focus on the behaviours associated with these audiences, which could also include their personal motivations and values.

The aim is to identify similar personality traits within these customer personas and use that information to shape your marketing strategy, improve the customer experience and bring your business closer to its marketing goals.

Why is it so important to use customer personas in your marketing strategy?

The more information you have about your customer base, the more value you can add to their experience of your brand.

Within your business teams, every member of staff will benefit from understanding your customers and prospects – from those in the sales and marketing teams to product development and customer support – every communicational touchpoint can have an impact on a sale and will leave an impression (good or bad) on your audience.

This information will then lead to a greater insight into your customer journeys. It enables you to identify and meet customer needs, align your brand close to your customers, improve outbound communications and core messaging, fine-tune your services or products including pricing, and save time and money as the efficiency of your overall business is improved!

Once the above has been fully implemented, you will be better equipped to serve your customers and as a result, they will reward you with brand loyalty and peer-to-peer endorsement that will increase your brand awareness and reputation.

Make people fall in love with your product

If you’re selling products online, your competition can be high and if you don’t have a set strategy to help you stand out from the crowd, your brand and product will become just like any other out there in the e-commerce landscape.

Using storytelling might be your secret weapon to make your customers fall in love with your product – people remember stories 22 times more than just facts or figures. So, it’s your time to shine and show who you are and how can they identify with you!

Creating a story for your product not only will help you simplify the message, but you can also place it in a real-life situation and show how can the customer benefit from it. This will make it easier for them to understand the purpose and the value of the product.

The story that you tell can make the difference between converting them to buy your product or going to the competition, so make sure you overload it with your brand personality and that you use the right tone of voice!

What techniques can you use to establish customer personas?

Keyword research is a very effective marketing tool when it comes to gathering data about your clients. It allows your business to discover exactly what customers are searching for concerning your services, products and what advice they are looking for within your industry and location.

For example, you could discover that a popular search term is the name of one of your services alongside the word ‘offer’. This suggests that price and value could be important factors for your audience.

Social media can also be a useful tool for helping to establish personas – most platforms already have built-in analytics that offer a wide range of data about your audience. On top of this, you can see the type of content that is generating the most engagement and then gain an understanding of the user journey and what your customers are looking for.

There are also more traditional methods of communication and market research that can be used to help with customer personas, such as surveys, forums, and one-to-one interviews. If conducted in the right environment and at the right time, the responses can often be very honest and personal providing key beneficial insight into your business.

How the team at EDGE Creative can help with your marketing strategy

As a fully integrated digital marketing agency in Birmingham, we have a team of marketing specialists who understand the importance of establishing customer personas to help grow a business.

We can help develop your marketing strategy, focusing on reaching your target audience through a range of effective techniques, including a free marketing audit, brand review, content marketingemail marketingpaid advertising and conversion rate optimisation.

If you’d like more information about how EDGE Creative can help take your business to the next level, please call us on 0121 355 0892 or email info@edge-creative.com.


Ellena Yapp

Content Manager

Ellena started working at EDGE in March 2021, after deciding to pursue her passion for the written word. She hopes to develop a rewarding career in digital marketing, specifically content writing, and is very excited to grow as part of the EDGE team.