Appropriation or immersion strategy and persona

Earlier in the business model we talked about who your customers were, so this part is dedicated to how to define and know your target customers.
Taking ownership of your business idea means digging up as much information as possible about what you want to do. Knowing the market, the competitors, the technical terms, the equal aspect of what you want to do, etc. Read books, attend related workshops, find Facebook groups of industry influencers; in short, have as much information that gives you a clear vision of what you want to do.

The persona is nothing more than the type of customer your solution is aimed at. This is your ideal customer, your target audience. It is super important because it will follow you and help you throughout your business. It will be involved in many strategic decisions.

How to create a persona?

If we don’t know who our product or service is for, how will we sell? Then, it is necessary to make it alive in:

  • giving it a name,
  • a gender,
  • an age group,
  • identifying his fears,
  • his dreams,
  • the words that use it on the web,
  • is it more present on Facebook? On Twitter? On blogs or forums?
  • What are his habits and needs?

Having all this information gives you more precision on what you want and especially to be able to fine tune your strategy.

Personas are created through research, surveys and interviews with your target audience. This consists of your customers, prospects and anyone outside of your database who might align with your target audience.

Here are some practical methods for gathering the information needed to develop personas:

  • Talk to your customers, in person or on the phone, to find out what they like about your product or service.
  • Analyze your contact base to identify trends in how certain prospects or customers find and use your content.
  • When creating forms for your website, use fields that capture important information about your personas. (For example, if all your personas vary in size, ask each prospect about that. You can also find out what types of social networks they use by asking them a question related to their accounts on those networks).
  • Consider feedback from your sales team on which prospects they interact with the most. (What types of sales cycles does she work with? What generalizations can she make about the different types of customers who are most satisfied by your company?)

To effectively create your persona, here is the tool we recommend, click here.

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