A Persona is a profile that represents a group of customers. The more specific a persona the better you can target your website, user experience, marketing copy, and content to prospective customers.

Some of the characteristics of a persona include:

  • Age
  • Gender
  • Family size and makeup
  • Income
  • Education level
  • Occupation
  • Interests
  • Use of disposable income
  • Entertainment habits
  • Reading lists
  • Beliefs
  • Values
  • Geographic location

There may be many more as well.

Designing websites and applications for personas
Businesses should consider their target personas when designing their owned properties, such as website, mobile app, email newsletter, and social media presence. The look-and-feel and copy on those properties should be tailored to appeal to the targeted personas.

Creating content for personas
Every piece of content created should target at least one persona. If it doesn’t appeal to one of your personas, don’t make it.

Advertising campaigns and personas
Every marketing campaign should be designed to appeal to one or more of your personas. Typically, it is best to craft a campaign to target one persona only.