Updated: Jan 20, 2022
Learn how to leverage customer data in the form of personas to improve marketing personalization. See why it is so important for today's marketers in this article.
As a business owner, you've probably struggled with several things to drive customer conversion. One of the most important factors that drive conversion is personalized content tailored to your individual customer. This struggle is shared by big-name companies such as Amazon and Walmart, who invest heavily in artificial intelligence (AI) driven customer data solutions to help them better understand their customers. The customer personas have evolved with technology.
In this article, we'll take a look at how customer personas from AI can boost your eCommerce store profits!
A whopping 90 percent of consumers across eight countries said they want brands’ marketing tactics to be more interactive, relatable, and effective. And only 10% feel that they are able to accomplish just that. So how to fill the gap? In the first part of this article, we’ll go back to basics on what we mean by customer personas in marketing and how AI-driven customer personas can increase the likelihood of your campaigns being more relatable and effective.
Customer personas should be the very core of marketing campaigns and strategies. Your brand’s purpose is to serve exactly what your consumers require. You have your products because there is a specific clientele that demands them.
What are customer personas?
Using customer personas is for marketers and business owners to better understand their customers using specific clusters or segments. These segments mainly differ from which angle or at what stage in the consumer journey your clients currently are. Customer personas basically represent your brand’s target customer segments. And with the constantly changing buyers’ behavior, it is crucial to keep your customer personas updated.
Web and software teams use personas to understand who they are designing and the needs and motivations of various types of site visitors. Personas work as empathy builders that help shape your content strategy for each type to resonate more deeply with readers to raise engagement rates on sites across all platforms.
Marketers use personas to help better understand customers on a more personal level through research, surveys, and interviews with real humans. They construct character profiles representing different groups of people who share similar traits, such as beliefs or values concerning the product service experience. An example attitude could be: "What does your company think is most important for its customer?"
Customer segmentation then follows, utilizing customer data and extensive market research. The process of analyzing and sorting out your customer personas is done using an effective customer data platform (CDP) that is innovatively aided by artificial intelligence.
How to Use Personas from Data - a customer data platform
In software, Personas work differently than customer segments. They don’t give you another degree to group customer segments, but personas are an excellent way to unify your marketing efforts across different segments. They allow you to cut down on time spent segmenting potential customers, time, which all marketers could get back and put to better use.
Practical uses of insights from personas can result in some great efficiencies and growth opportunities. Improve search engine optimization with keyword suggestions why they are buying from you. Also, Increase conversion rates by offering personalized product recommendations tailored specifically to each individual's taste preferences, needs, and budget.
Personas mean more personalization- oh yeah!
It is important to look at customers as individuals, which customers to target or focus on, which ones are loyal. Then you find out why these customers are loyal to your brand to increase client retention. Is it a particular campaign? Is it the discount drives and promos you implement that keep them coming back?
Especially for B2C brands, segments really can't function without understanding the proper "why". The best and most efficient way is to ask them. Understanding customer attitudes within segments point to the specific reasons why customers consider and buy products from your brand. We all do things for a reason. For example, we pick up pre-packaged food because we are always on the go. Or we choose to get fit once the promotion is in sight.
It’s much easier to develop a targeted message when you look at customer segments in terms of what they want, where they are, and what they're looking at. Content is tailored to the right message. Ads that get more engagement from the readers are those on the right platforms, with more creativity and higher relevance to the audience. The segmentation you get from a CDP allows you to take a different profile strategy and treat different segments individually across the same social platforms.
You will find that you don’t need more than a few personas to reach the whole target market of customers.
The more refined your segmentation is, the better chance you have at driving high-performance campaigns. And good content will drive better customers to your Shopify store or any of your online stores for that matter. You can go beyond rules-based segments and get more personal by finding out why they tick by asking them first. Then prioritize the factors in your content accordingly so it aligns with their needs and wants. We hope this post has given you some insight into how VIEWN can help make sure that what you are doing on social media is working hard enough for both parties! Ready to start?