Target Market And Prospects Personas

April 25th, 2008 | by Chris |

Every market can be divided in various subgroups called market segments that consist of people (or organizations) that behave in the same way or have similar needs. Not all segments need what you have to offer so you need to concentrate on those segments that are most likely to bring you sales or new distributors. Those segments in turn make your target market, and that’s were you want to focus your marketing efforts.

Of course, some of the segments are the ones that would give the most sales and is prudent to devote a great percentage of your efforts and money reaching them, while some others may not bring you many sales but the low competition there may give you a satisfactory ROI (Return on Investment).

The demographics and psychographics that we talked about at the last two posts can help you identify those segments and where they are in order to reach each one with a message tailored to their needs and the way the think, and most importantly feel, so you can increase your conversion rates.

Business Men Marching
Image by Lumaxart

After you gather your data your next step is to profile them, or as it’s called to create personas. Fictitious characters that are created to represent the different user types within a targeted demographic that might use a site or product. That way is more easier to you to understand how they act and behave and create your advertising.

Ian Lurie in his blog conversation marketing writes about creating personas and guides you through the whole process from asking the right questions about them to creating them. He lays out step by step instructions that you can easily follow to profile your prospects.

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