Click to download this episode. Brylee Clelland, from Digital Business firm Traffika believes that social media is first and foremost a communication platform, that can be used to engage with your customers. However, that is no use trying to communicate with someone who you don’t know. She says, “you may as well be talking to a brick wall.” In a recent interview with Australian Businesswomen’s Network, Brylee explains the benefits of developing a customer persona as applied to utilising social media for business marketing. The persona is a fictional representation of who you believe your ideal customer to be, encompassing demographic and behavioural attributes. This can be used not only to get a better idea of whom you are speaking to, but more importantly understand what they want to hear. Brylee gives us three steps for creating and using the persona:
- Create the superficial idea: Look at the age, gender, income, location, attitudes and values and hobbies of your customers. Frame who they are as a person.
- Look into your data (CRM or insights) to reinforce the superficial idea.
- Take all of the date or information and create content that speaks to the client’s needs and wants.
Personas are about building personal elements and understanding what makes your customers tick. She says, “I know all my personas, and they are my mates.”
Listen to this Social Media for Small Business interview with Brylee Clelland to learn:
- What is a buyer persona and why is it so useful in social media marketing
- The steps, tricks and tips for creating personas
- How to put the ‘social’ into social media
- Techniques for addressing multiple personas
- How to measure success on social media and its importance
Mentioned in episode:
- Faces in Instagram posts more likely to get likes and shares, says new research
- South by South West Interactive – 2015
- South by South West highlights from Suzi and Cat
- Nimble
- The Content Investment: Why Content is Changing the Game
- Create a Buyer Persona in 3 Easy Steps
- An interview with Foursquare Founder, Denis Crowley
This post was co-authored by Emma Grimley. Emma is currently completing a journalism internship at the Australian Businesswomen’s Network. She studies Bachelor of Arts (Media) and Bachelor of Laws at Macquarie University in Sydney, Australia.
