As seasoned marketers, you understand that developing customer personas is more than just a preliminary exercise; it’s an ongoing process that necessitates refinement and depth. Your first-party data, perhaps also enriched with demographic data, has already given you an idea of “who” your customers are, but now it’s time to elevate your personas by understanding the “why,” “how,” and “where.” This exploration moves beyond basic demographics to unlock strategic insights that can dynamically shape your campaigns.
Going beyond Demographics to Uncover the 'Why' through Psychographics
Segmentation based on psychographic data, such as Experian’s Mosaic data, offers a deeper understanding of your customers' lifestyles, attitudes, and beliefs. This data goes beyond basic demographics, helping to reveal the motivations and drivers behind customer behaviors. By integrating psychographics into your personas, you can tailor messaging and offerings that resonate on a deeper, more personal level, significantly enhancing customer engagement and loyalty.
For example, if you only have transaction data, all you know about your customer is that they purchased a travel bag. If you enrich that data with demographic information, then you may discover that the customer who purchased the travel bag is a female in the 30-45 age range. Now, you can start tailoring your messaging to and promote other products that resonate with a female audience, but that still doesn’t tell you why this particular female shops with your brand. Bringing in third-party data and analytics paints a fuller picture and can tell you that your customer is a professional career woman. She likely purchased the bag because she travels for work. Now, you can tailor your messaging to appeal to that customer’s busy, career-oriented life. If you know that efficiency is an important value for this customer, then you could offer time-saving services like express shipping or curbside pickup.
Tailoring the 'How' to Optimize Media Spend with Precision
Understanding media preferences is crucial in determining how to effectively reach your personas. It’s not just about knowing which channels they frequent, but also how they interact with these channels. Analyzing media consumption patterns helps in optimizing your media spend, ensuring that your campaigns are not just seen but are impactful. Leveraging attribution models, especially for social campaigns, provides insights into the customer journey, allowing for fine-tuning of touchpoints that drive conversions.
Take the young career woman for example. To effectively reach that customer and others like her, it is essential to tailor your marketing strategies to the platforms where they are most active and engaged. This demographic is likely to frequent LinkedIn for professional networking, Twitter for real-time updates, and Instagram for visual content that blends personal and professional interests. Combining these platforms with retargeting strategies ensures that the message not only reaches this customer type but also resonates, encouraging interaction and conversion, thereby maximizing campaign effectiveness and ROI.
Locating the 'Where' for Maximum Engagement
Knowing where to find your customers physically can be as important as understanding their online behaviors. Foot traffic analytics can reveal valuable information about customer locales and behaviors in the physical world. This data is indispensable for marketers looking to bridge the gap between online and offline experiences, ensuring that your brand presence is strong in the places your customers frequent the most.
Let’s continue to build on the young professional persona example. Knowing that this demographic may frequent upscale coffee shops, coworking spaces, or boutique fitness studios allows for hyper-localized advertising and promotional partnerships. Deploying geotargeted ads or hosting events in these venues can dramatically increase brand visibility and engagement. Similarly, identifying the shopping districts or transportation hubs they use can guide outdoor advertising and pop-up events. This granular approach not only enhances the chances of your brand being top-of-mind in the environments these young professionals already frequent but also significantly boosts the effectiveness of your marketing efforts by aligning them with the natural patterns of your target demographic’s daily life.
Bottom line: refining your personas means transforming them from static profiles to dynamic tools for strategic decision-making. By diving deeper into the psychographics, media preferences, and geography of your target audience, you position your brand to not only reach but also resonate with your customers more effectively.
Check out Part 2 of our series, where we’ll explore how to turn these refined insights into compelling engagement strategies that drive conversions.
Ready to take your personas to the next level?
Combine the power of Buxton’s marketing intelligence with Experian’s detailed insights to truly understand your customers. Download our exclusive report to discover the top 5 Mosaic segments in the US, complete with media channel rankings and targeted audience attributes for Meta and Google platforms. Get a glimpse of what these combined insights can do for your persona development and marketing strategies.
