Personas should be aligned with the audience you are targeting with marketing efforts. Individual marketing initiatives may focus on one or more personas.
To create a new persona, click on the “+” sign next to “Create Personas” button near the upper right corner of the screen.
This will open up a blank persona builder form. The first step is to identify whether this persona is a B2C or B2B audience. Selecting this first will control whether or not the Demographics or Firmographics section opens automatically on the Persona builder screen. It will also influence the benchmark recommendations for content planning decisions such as “Call-to-Action” or “Promotion Channels”.
The next step is naming your Persona in the Basic Information box. Persona names can be anything you would like. Ideally, the name should help you and your team easily identify the persona and who they are.
Next, add the persona Demographics as applicable. Clicking on the Age, Gender and Country Location boxes will bring up a drop down pick list that you can select from. You can select as many attributes as is relevant within each section.
You can also pick from Vennli’s list of additional attributes to further define the personas. The additional demographics attributes include:
Dependents, Education Level, Ethnicity, Household Income, Household Size, Languages, Location - State, Location - US Region, Marital Status, Parental Status
If at any time you want to reset a section, click on the red “Clear Selection” copy on the right side of the section box.
Next, it’s time to select the Firmographics. This includes: Employment Level, Company Size, Industry, and Country Business Location.
Similar to the Demographics section, you can also pick from Vennli’s list of additional firmographic attributes to further define the personas. The additional attributes include:
Annual Revenue, Business Location - HQ Region, Business Location - US Region, Employment Status, Purchasing Role, Years in Practice
Under the Behavior section, choose from the Customer Status, Competitor Customer Status, Next Purchase or from a range of other Behavior attributes. Classifying personas by attributes such as customer status, share of wallet, purchase frequency, and willingness to pay can be very helpful when planning content for these different groups that will have different needs and preferences based on their experience.
For example, the Customer Status indicates whether the Persona is / has been a customer of your company. The options are Has Never Been a Customer, Our Prospective Customer, Our Current Customer, or Our Lost Customer.
The Competitor Customer Status represents a similar status from your customer’s perspective. The options are: Never Competitor’s Customer, Competitor’s Prospective Customer, Competitor’s Current Customer, or Competitor’s Lost Customer.
EXAMPLE: If your persona is a target customer that you have lost to your competitor, you should select “Our Lost Customer” under customer status and “Competitor’s Current Customer” under Competitor Customer Status.
Similar to the other sections, you can also pick from Vennli’s list of additional behavior attributes to further define the personas. For example, the Next Purchase indicates the average time until a customer’s next purchase. From the picklist, you can pick from between one week and a range of more than 2 years.
Other additional behavior attributes include:
Finally, there are the Primary Motivation and Intended Action sections.
The Primary Motivation indicates the main reason or goal the Persona would be in your product category.
The Intended Action is what you expect the persona to do next as they resolve their customer journey.
You populate both of these sections by typing alternatives relevant to your specific business. The app remembers your previous responses, and so as you create multiple personas you will build up a library for selection in the future.
The Primary Motivation and Intended Action attributes of a Persona are also fields that appear in the Business Objective statement of a Marketing Initiative as a way to focus the initiative on the needs of a particular persona when considering a specific product category.
Finally, you can click on the “Upload Custom Image” and add a photo or illustration to associate with the Persona. The image needs to be a .JPG, .GIF or .PNG. The file should be at least 200px x 200px and be no larger than 1 MB. All images must be square in orientation or they will be compressed.