Instagram Business Account Basics: Creating A Persona
July 9, 2019
Creating a buyer persona for your business is a tactic many brands employ. This can be used as a social media marketing strategy on Instagram too.
It basically involves creating a fantasy person who is all encompassing of what your target audience wants. The ‘persona’ can then be used to tailor posts to get more Instagram followers and interactions, and also to help decide on promotions and new products.
This tactic is said to help you humanize your customer base. A few different personas can be created if your brand appears to several different types of people. It also helps personalize your marketing, which is something Instagram users expect as the norm.
A Buyer Persona Defined
Creating one or more buyer personas is basically like creating a business model based entirely on detailed customer and target audience research.
The idea is to think of your customers as the real people they are, not just statistics or potential sales. It’s to think about what the individual wants, but doing this by turning all of your target audience into one or two ‘individuals.’ Once you create the buyer persona, you need to treat it like a real person to have the desired effect.
The factors that comprise a buyer persona usually include demographics, behaviors, goals, buying patterns, and pain points (i.e., things they are displeased with about your brand and in life).
An essential aspect of creating a buyer persona is to conduct detailed research about your target audience.
This not only includes existing customers, but also who else you want to target and taking a look at your competitors’ client base.
The key pieces of information regarding your existing base are – age ranges, locations, life stage (full-time education, career-minded, parenthood or retirement), language, interests and activities, and their buying behavior. This information can be taken from email or online surveys, existing records, customer interviews, or focus groups.
Social media analytics tools can be used to find out demographic information too. Instagram offers its Instagram Insights platform, and Facebook Audience Insights is very useful as well.
Checking out the competition is always important. See who is interacting with your competitor’s posts on Instagram and compare whether they are the same people as yours or a whole new market you have yet to tap.
Gathering insights into what complaints your client base has in their life can help build your persona. It’s not just about how old they are or where they are from, but what makes them tick. What problems to do they have in their life? What is holding them back from reaching their goals? What complaints about your brand do they have?
Gathering this information is pretty straightforward. Try something called ‘social listening,’ where you set up searches to monitor their thoughts on specific issues. It could be mentions of your brand, to see what people are saying about it. You can also set up searches to bring up conversations regarding the location your audience is based, or the demographic or life stage. This will give you insights into what is going on in their mind and what they are going through.
Try researching the personal goals of your clients in order to find out which personal goals they all have in common. These are often very closely related to pain points. Personal goals are what they want to achieve regardless of the barriers, and this information helps you learn more about what motivates them to take action.
This information can be gathered through similar methods to pain points – social media data analysis, social listening, and surveys.
Creating The Persona
Look at the defining characteristics of your audience base. How old are they, where do they live, what do they like to do and what are they interested in?
Once you have these details written out, give your persona a name, job title, home, and start writing about their character. Include everything relevant, while trying not to be overly specific in the details as you still want it to represent an entire group of people. Add in pain points and goals.
It’s important to remember that just listing characteristics doesn’t make a persona. It has to be a description of a person who matches your client base. It should represent the most amount of people in this base.
She is a 33-year-old woman who lives in Los Angeles. She works in the medical industry and enjoys yoga and hiking outdoors. She is a homeowner and has a dog. She is on the brink of starting a family but wonders how she can have a family and a career.
Speaking about Olivia as a real person, instead of ’30-something woman who likes exercising’ is far more effective for your social media marketing campaign. It makes your audience easier to visualize, which makes it easier to think about what they want to see.
It can influence your posts on your Instagram business account in many ways. One is to perhaps feature places you think Olivia might like, in a bid to get all the Olivias of Instagram to engage with your posts.
It could also influence the phrasing of your captions, ‘We all know the struggle of balancing a family and a career…’ so immediately you’re tapping into their pain point, and offering a solution with your brand to help them achieve their personal goal.
Even if your brand can’t fix their personal pain points, you can make your brand seem to relate to them personally by including this insight in your posts. If users feel like your brand ‘gets them,’ they’ll be more likely to follow you on Instagram and engage with your posts.
Creating a persona to help get more followers and boost the success of your Instagram business account and promotion of your brand. It can also help you figure out who you aren’t targeting but should be, by looking at competitors. If it seems like they have a different client base to you, creating a persona for them can help you figure out how to tap into this whole new client base.