This is where user research and personas come in. Your messaging is important, and you must be able to speak to your customers in a way that directly lines up with their needs and the pain points they’re looking to have solved. These – and a range of other aspects, which we’ll take a look at shortly – are all things that your personas can tell you, and these critical insights should be used to shape how you speak to different clients at certain points in their customer journey. I know what you’re thinking: “I already know who my customer is.” But do you really? Do you have an in-depth understanding of the things that make your customers tick, or the characteristics that identify your ideal customer? Do you know which of your customers has the highest commercial value, or which customers are influencers and which have decision-making power? What Role Do Personas Play in the Customer Experience?
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Not sure where to start when it comes to creating buyer personas? Our guide below highlights the importance that personas play in marketing, how to create them and plenty of persona examples to navigate you through the process. This is where your buyer personas come in, helping you and your marketing team better understand the motivations behind purchasing decisions and the type of messaging that will appeal to your audience. Here’s the tricky part, though – unless you work to drill down and focus on the type of individuals you’re selling to, your customers can quickly become a sea of faces without the benefit of common threads or any defining characteristics among them. After all, how can you be sure your brand is up to the task of fulfilling client needs without a deep understanding of what it is that consumers are looking for? Understanding your customers is an obvious cornerstone of business.
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