What’s a Persona and Why Is It Important to Your Social Media Plan?
Imagine explaining to someone how you make a cake, but you don’t know who they are. They could be a gourmet chef or a six-year-old. Would your message be different?
Of course it would. When explaining something to a six-year-old, you would use simpler language and more pictures and you would explain simple concepts in more detail.
For a chef, your language would be more nuanced and you would explain details that a child would find boring.
That’s why it’s so important to know who your audience is when creating a social media post. Each post needs to be designed in a way that it meets the needs of the intended audience.
A persona allows you to do that. It gives you a clearer picture of who you’re speaking with.
A persona is more than just a general description of who might read your post. Personas are developed to represent individuals and become the embodiment of your target audience. Each persona is given a name and background. You can even use a picture of a person to get a clearer imagine of your persona.
Also included in a persona are the individual’s pain points. Is your persona price conscience or is convenience their highest priority? You have to identify their problems and explain how you can solve them.
Another important detail about your persona is how the person receives his/her information. Once you determine how he/she receive information, you have a better idea of where you should post. Facebook is for a more general audience, whereas Instagram tends to skew to a younger demographic. Perhaps you should be even being looking at other methods of delivering your message such as email marketing.
Most companies have more than one persona and each one should be developed with its own details. Identify which persona you are addressing with each post.
If you would like a template to develop persona for your business, just email me at firstname.lastname@example.org for your free template. As always, if you have any questions about social media or are looking for a social media consultant, please contact me on 410-746-5801.