When building a Kansas City social media strategy it is important to build personas of your audience. When you guess or do what a lot of companies do for social media and just post information without a strategy you are looking for lukewarm results. If a business just guesses on who their audience is online it can result in lost sales and poor customer engagement. What seemed like a good idea can end up doing your company much more harm than good. You wouldn’t give a speech in front of thousands of people without clearly know what you were going to say prior right? With social media that is exactly what you are doing and with hopes that your audience will engage with you in a positive way. This is how to make user personas for your Kansas City social marketing campaign!
What is a User Persona?
User personas are a list of characteristics that make up a list of traits of a larger group. We typically name the persona and give them a fictitious background that make up traits that we feel represent of that group. We will give them a picture, name, background, hobbies, age, educational level, geographical location. Building this persona makes it easy for us to relate and build campaigns, but it is important to remember a persona representatives a larger target audience.
Persona 1: David, Realtor
Background: Had a job in corporate America and later became a realtor
Hobbies/Interests: Golf, Activities in Kansas City, College Sports, Chiefs, Royals
Location: Overland Park, Shawnee, Leawood, Kansas City, Lenexa, Olathe
How do help Dave?
• Wants to expand his network
• Referrals are important to his job
• Wants a way to stay in front of his past customers
• Wants to be viewed as a thought leader in Kansas City
Why Is It Helpful?
A persona allows you to focus your marketing content in a tangible way. It gives you the feeling of marketing to a real person. You will see this repeated in my articles but social media marketing is a personal approach. We are not using the old ways of shotgun marketing hoping that 3% – 5% of our audience can relate to our campaign. The more personal you can make your social media marketing campaigns the more successful you will be.
Start with Four or Less
When you first start building your personas we would recommend keeping it to four or less. Start simple and build from there. Also remember you can’t be everything to everyone. Choose who you want to target and focus of those personas.
If you are new at creating personas or don’t have current social media data to help build your personas look at your competitors. You can gleam a lot about strategy based on what content your competitors are creating. Also don’t get married to your personas. As you get more data your personas will change. Make sure to change their name and picture as you change their background and characteristics.
CEO of Social Managed a Kansas City social media marketing company. Social Managed specializes in social media marketing, social media management, and social media advertising.