A customer persona is a depiction of an ideal customer. The customer’s depiction usually includes demographics, behavior, goals, motivations, frustrations, keywords, content ideas, and personal quotes. This helps to define and segment the audience for marketing. A brand must focus on the types of persons that fit their product or service.
A brand determines how many personas they should create based on the types of customers they serve. These personas are created through data gathered from market research or surveys or interviews done by the company. The company, Elemis, has a vast number of products for various age ranges and so would need more personas. A smaller, less complicated company such as Bliss would need only about two personas.
These personas drive your content creation as companies create content as if they were communicating directly to these personas. This allows you to target the various ideal customers within your audience.
For example, Elemis is a skincare brand with the following significant personas:
College kid/budding influencer (18-24) is interested in skincare because its trendy; influencers are promoting it and selling it, so it’s a fad for them, not so much concerned with anti-aging just having that naturally glowing youthful skin. They use the superfood line because it is also vegan and cruelty-free, which is trendy now. It is clean beauty, and the packaging is more fun and looks great in Instagram photos.
The working-class person on the go (24-45) spends most of their days working and adulting. Don’t have much time to focus on skincare or sleep. They need something convenient, quick, multi-purpose. They notice initial signs of aging and fatigue, such as dark circles and puffy under eyes and fine lines. They go to the peptide line, which helps them look youthful and well-rested and protects the skin from elements since they are out and working and doing errands.
Retired and enjoying life (60-80) spends most of their time home, visiting their retired friends or cruising on vacation. They see the definite signs of aging, and they want to reduce the look of aging, so they go to the Pro-Collagen line. This combats the wrinkles, fine lines, and loose skin that has already formed.
With this vague idea of some of their audience based on different product lines, Elemis can formulate customer personas that will drive their content creation and generate content geared towards and targeting these specific personas.