Creating customer personas: Saying the right thing at the right time to the right person

luigi-manga-via-unsplash-steelecht-customer-personas

Photo by Luigi Manga via unsplash.com

Customers are a diverse lot. So why should you address them as a single unit? If you want to say the right thing at the right time to the right potential customer, you need to develop customer personas. The more you know about your different types of target customers, the more effective your marketing will be.

We recommend focussing on a finite number of target groups first, maximum 5-10, to develop in-depth customer personas. These may be your largest target groups, the ones with the highest purchasing power, the most influential ones, or customers you don’t even have yet but which you want to target in the future.

Key steps to developing personas

There are many ways to develop your customer personas. Here are some of the methods we work with here at steelecht:

  • Analysis of existing customer information (perhaps held within your database)
  • Creation of themes (your typical customer types)
  • Interviews with customers, present and lapsed
  • Incentivized surveys, with questions similar to those used in the interviews
  • Opinions from staff who have regular dealings with customers
  • Feedback from customers on social media channels, forums, and review services
  • Market research results

For each persona, we find it highly useful to include a representative picture for that target group segment. Here is an example of what that picture and a brief description of an “influencer” persona might look like.

customer-personas-blogger-example-photo-by-lesly-b-juarez

Photo by Lesly B. Juarez via unsplash.com

Blogger

This is a general interest blogger who has never written about your product before. He knows about your brand through advertising, but has probably never used it himself. He is receiving free samples of products every day but would actually prefer to “discover” new products to write about himself. His followers love him because he always seems to be one step ahead of the crowd. This is a reputation he needs to maintain. Your goal is to place content tailored to his needs in a place where he can easily discover it himself. If you want to reach out to him directly, be prepared to know what’s in it for him, or he will likely charge you more.

Besides a picture, when we work with you on developing your customer personas, our aim is to build as full a picture of each target group as possible; especially their needs / wants / pain points and the actions they’re likely to take as they progress through the customer journey or marketing funnel. Some of the key questions you may wish to answer include:

  • What is their demographic information?
  • What is their job role?
  • What are their expectations / goals / pain points?
  • What objections might they have to your service or product?
  • What false preconceptions might they have that you need to correct?
  • Where do they gather information?
  • What search phrases do they use?
  • What tone and style of language do they use / like ?
  • What do you seek or expect from them?
  • What do you want to give them?

It should be noted that customer personas are usually not something meant to be shared outside of your company, perhaps you might share them with a few of your communication suppliers. It is essential to also adhere to data privacy legislation. Personas are to be treated as confidential information that offer deep insight into your company strategy.

Do you know your own persona?

It can also be very useful to think about how your company is perceived by your customers, staff, suppliers and other stakeholders. What is your corporate personality? Many companies have a mission statement or vision, but this rarely goes deeper into the real psychology of your brand. If you really know who you are as well as who you want to become, it will be much easier for you to develop truly meaningful relationships with the personas you are targeting.

Contact us

Get in touch with steelecht to explore the options of creating personas of your target groups and your company. It will be a fun process – and very insightful!

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Zu gutem Design gehört ein guter Ton

Corporate Language_Copywriting_steelecht_unsplash_by Alejandro Escamilla

Photo by Alejandro Escamilla via unsplash.com

Wenn Menschen an Corporate Identity denken, denken sie vor allem an Corporate Design, doch das ist nur ein Teil des Bildes (bzw. nur die halbe Geschichte). Denn mindestens genauso wichtig, wenn nicht sogar wichtiger, ist die Corporate Language. Die Festlegung des Sprachstils rund um eine Marke, hilft dabei ihre Geschichte in einem einheitlichen Ton zu erzählen, so dass die Corporate Identity sogar ohne Design unverwechselbar bleibt.

Den Ton festlegen
Natürlich sollte eine Firma für Sportausrüstung eine andere Tonalität wählen als eine Ingenieursfirma. Wie findet man aber heraus, welche Details und Feinheiten die eine Ingenieursfirma von der anderen unterscheiden und ihre Identität ausmachen?
Eine hilfreiche Methode ist das Brainstormen von gegensätzlichen Charakteristika, wie z.B.: freundlich/zurückhaltend, unterhaltsam/informativ, emotional/rational, etc. Setzen Sie jedes dieser Wortpaare auf eine Skala von 1-10 und markieren Sie ihre Zieltonalität auf jedem Kontinuum. Die resultierende Analyse ist ein hilfreiches Dokument, das Sie an jeden weitergeben können, der für die Kommunikation Ihrer Markenbotschaft verantwortlich ist – auch externe Agenturen.

Den Ton anwenden
Es gibt mannigfaltige Möglichkeiten die Sprach- und Tonalitätsentscheidungen in spezifische Inhalte zu verwandeln. Ein Beispiel – und vielleicht der wichtigste Marketing Trend seit Jahren – ist das Content Marketing. Content Marketing ist die Publikation von Materialien, die auf wirkliche Information setzen und so einen Mehrwert für den Leser schaffen (im Gegensatz dazu steht die klassische Werbung, die primär auf den Verkauf abzielt).

Wenn Sie international tätig sind, ist ein weiterer wichtiger Aspekt die Transkreation (im Gegensatz zur klassischen Übersetzung). Um sicherzustellen, dass keine Nuance der Corporate Language verloren geht, sollten Sie mit Übersetzern arbeiten, die erfahrene Copywriter sind. Für die Transkreation übergeben Sie den Übersetzern nämlich nicht nur einen Text, sondern liefern auch Angaben zu Tonalität, Zielen und Zielgruppen – sowie die Erlaubnis „kreativ“ zu arbeiten. Diese Herangehensweise ist etwas kostspieliger, aber dafür erhalten Sie einen Text, der funktioniert. Und letzten Endes geht es hierbei ja um Ihre Identität.

Tonalität kann das Image einer Marke im besten und schlechtesten Sinne entscheidend beeinflussen. Wenn Sie erkannt haben, wie wichtig die richtige Tonalität ist, haben Sie den ersten Schritt zu einer besseren Kommunikation bereits getan.

Über steelecht
steelecht hilft Firmen bei der Planung und Implementierung ihrer Corporate Language. Die Firma arbeitet seit mehr als zehn Jahren in den Bereichen Copywriting und Transkreation für Kommunikationsmaterialien. Die Leidenschaft für Kommunikation und Mehrsprachigkeit hat weiterhin dazu geführt, dass die Firma im Bereich der Sprachlern-Technologien, mit dem Fokus auf personalisiertem und kontext-basiertem Lernen, tätig geworden ist.

Lesen Sie den Beitrag hier auf Englisch und besuchen Sie unsere Webseite.

Good design needs the right tone

Corporate Language_Copywriting_steelecht_unsplash_by Dustin Lee

Photo by Dustin Lee via unsplash.com

When people think about Corporate Identity, they often equate it with Corporate Design, but that’s just part of the picture (or better said, half the story). Equally important, perhaps even more so, is Corporate Language. Establishing a strategic tonality for your communications will help you tell your brand story consistently – so that even without design, your Corporate Identity remains unmistakable.

Setting the tone

Of course, a sports equipment company should choose a different tonality than an engineering firm. But how do you flesh out the details that differentiate the personality of one engineering firm from another?

One useful method is to brainstorm some opposing characteristics, such as: friendly vs. reserved; entertaining vs. informative; emotional vs. rational, etc. Put each of these words on either side of a 1-10 scale, and mark your target tone along each continuum. The resulting analysis will be a helpful document that you can pass on to everyone responsible for communicating your brand message, even external agencies.

Putting it to work

There are many different ways of turning your language and tonality decisions into specific content. One example – and possibly the most important marketing trend in decades – is content marketing. Content marketing is the publication of materials that are truly informative and thereby valuable to readers in and of themselves (as opposed to advertising which primarily aims to sell).

If you are working on an international scale, transcreation (as opposed to mere translation) is also key. In order to ensure all the nuances of your Corporate Language do not get lost, you should work with translators who are also experienced copywriters. For transcreation, you not only hand over a text, you also provide your partner a briefing on tone, goals and target audience – as well as a license to “be creative”. It may be a little more expensive, but you end up with a text that works. After all, it is your identity at stake.

There are many ways that tonality can make or break a brand – but the simple act of acknowledging its importance is your first step on the road to better communication.

About steelecht

steelecht helps companies plan and implement their Corporate Language. Our  company has been copywriting and transcreating communications for over 10 years. Their passion for communication and multilingualism has further led them into language learning technology that focuses on personalized, in-context acquisition.

Curious to know more? Tell us about your project an get a free quote.

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