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it's time to stop thinking of your
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audience as customers and to start
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thinking of them as users how with user
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personas
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[Applause]
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[Music]
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hello world and welcome to another video
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on the visme channel that's meant to
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help you and your business grow like a
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plant needs water you need vismi and
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today we're spiking our water with some
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necessary information on user personas
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by creating a user Persona a business
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will shift their focus to providing
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solutions to their audience's pain
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points it's like you're talking with
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someone rather than talking at them all
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of your marketing should promote how you
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provide your audience with a unique
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experience creating a user Persona will
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help with that in this video I'll
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explain further why you want to create
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one what to include in yours and the
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best practices for creating it shall we
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[Music]
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let's start with the basics what is a
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user Persona you may have previously
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heard it called a buyer Persona or a
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customer Persona and it's a fictional
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character or really a representation of
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a character that portrays your target
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audience the goals of this
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characterization represent the
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objectives of a larger group so this
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Persona which usually consists of one to
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two pages is made up of a customer's
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needs goals behaviors pain points
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behavioral patterns skills and
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demographics one early simple example is
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this user Persona here rev code targets
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beginning intermediate and novice
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programmers they acknowledge that
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they're not targeting experienced
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programmers by pointing out what their
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target audience's issues are and they
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even use an infographic to show who
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finds their platform the most useful
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this Persona focuses Less on
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demographics and more on pain points
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[Music]
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if you're new to user personas and you
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just saw our first example and you're
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thinking what good is that going to do
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for me well let me answer that question
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for you you see I use your persona fully
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clarifies your audience's needs it
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answers the question who are we
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marketing to on paper in more than just
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text form and while you know how your
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product or service helps people are you
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sure that your marketing is geared
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towards that group a user Persona will
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help you achieve that in three ways the
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first is it'll help you build empathy
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for the user it'll help you understand
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what's important to them by putting
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yourself in their shoes it'll help you
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see your audience as real people and not
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just as numbers or some end goal the
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second reason is it'll help you provide
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a marketing Direction you're no longer
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asking if you'd like a marketing idea
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you're asking if your user Persona will
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like it the Persona will help you Market
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Your solution the best way possible
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appealing to their wants and needs and
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the third reason is it'll create
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consistency across teams your mark
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marketers designers Builders decision
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makers they'll all be on the same page
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and understanding the direction you're
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going and why
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in order to bring your customers to life
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through a user Persona there's certain
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things that you must include the first
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is basic information start simple age
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gender location and give them a name
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Sally Johnny Carl Rachel whatever fits
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then dig a little bit deeper what does
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your ideal customer do for work are they
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married do they have children these are
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some questions that you'll want to
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answer before again digging deeper give
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them an archetype which is a very
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typical example of a common thing a
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couple common examples are the hero or
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the motherly figure just by saying those
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words you may get an idea in your head
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of who I'm talking about you can then
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give them a short bio mention what
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social platforms they may use the most
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and how they're most often influenced
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here's another example that's a template
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you can edit through vismi's website
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right now on top of several items I just
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mentioned this template also allows you
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to add a picture to your persona which
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brings me to the next element you should
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add pictures by adding a picture to your
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persona you immediately make them seem
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more human you suddenly have empathy and
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you care for your user persona but don't
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add the picture of your best friend just
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because you need a picture consider
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their Look age and apparel if you're
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marketing sweatpants you don't want a
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picture of somebody in a suit or dress
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you want somebody like Hayden a college
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student who's also in need of finding a
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rental property the third element to
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include are personality traits a picture
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may say a thousand words but you also
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don't want to judge a book by its cover
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so describe their personality are they
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funny serious professional introverted
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you tell us this user Persona features
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what he's looking for his personality
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traits and even how he would react in
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most situations and while this last
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Persona mentioned the user once you
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could expand on that if you want it
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create a user Persona that focuses on
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what your audience is seeking and their
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goals and motivations this may help you
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answer questions on how to not only help
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them but help you connect with them and
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last but not least you'll want to
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include pain points I know I've
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mentioned it already and that's because
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it's one of the most important factors
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influencing your content and campaigns
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what's frustrating them answer this
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question by knowing their issues you'll
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be better suited to help them
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[Music]
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all right you now understand the
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importance of a user Persona and what to
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include in one now it's time to put your
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knowledge to use and build it for this
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phase of our video we have five steps
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[Music]
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you're already on the right track for
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step one you're doing the research into
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building a user persona but now you need
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to do some field Research into your
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target audience this may consist of
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actually interviewing individuals you
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believe fit your target audience find
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those that have purchased your product
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before or have expressed interest in it
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and sit down with them to learn more
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about their behaviors interests and
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other traits that we've already
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discussed and don't only talk with those
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who have liked your product you need to
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understand those who didn't like it as
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well if you truly want to Market that
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product properly it may not be fun but
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it's necessary and if you don't have
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that kind of time you need to look at
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customer sport logs or web analytics
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which actually leads us into step two
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foreign
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[Music]
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that analytical data is already at your
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fingertips when someone signs up to use
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your product you'll be able to find out
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their age gender behavioral patterns and
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more and if you're not finding out that
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information upon sign up ask users to
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take a short survey you may need to
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incentivize them to do so but it'll be
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useful for you to better understand your
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users
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[Music]
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once you've gathered all your data it's
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time to analyze it by looking into
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patterns you can place users into groups
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look into how often they're using your
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product how long they've been using it
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how loyal they are to your product by
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answering these questions you can
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organize users into groups making it
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easier to create that user persona
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foreign
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so now you should have a few
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differentiated groups of individuals
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clearly organized but don't panic you
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shouldn't be looking to create just a
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single user Persona we actually
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recommend creating anywhere from three
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to five you don't want to have more or
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your focus area will be too broad and
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any fewer won't reach a large enough
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audience this example throws two
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personas into a single graphic to
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immediately compare side by side
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Rideshare apps appeal to several
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different groups and two of them are
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visible in this easy to edit template on
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visby's website
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[Music]
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the fifth and final step is to build
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your graphic gather all of your data and
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information received thus far and follow
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me start with a header a fictional name
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photo job title or even a quote about
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what that user may be looking for
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something like lets me post schedule and
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manage my social media with ease of use
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without additional steps for a social
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media management app next you'll want to
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add demographics what's their background
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gender ethnicity education level family
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status even consider their professional
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background are they a director earning
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over a hundred thousand dollars a year
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or fresh out of college then ask what's
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their environment like do they work from
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home or in an office how many hours a
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week are they working with others or
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independently hopefully you're still
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keeping up the last part you'll want to
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add in this section is any
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psychographics what does that user like
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or dislike what annoys them what
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encourages them this can be put into a
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short sentence in the Persona next
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you'll want to add end goals simply
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answer the question question of what
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users wanted to accomplish by using your
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product what are their motivations for a
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social media manager she wants a
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seamless product experience that doesn't
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require unnecessary Hoops to jump
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through you can add a scenario section
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as well this will briefly explain what a
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day in the life of that user looks like
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it'll explain what their tasks are and
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reiterate why they're looking for your
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product and lastly if your brain hasn't
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given up on me yet there's some
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additional information that you can add
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that I've mentioned earlier in this
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video like social channels that the user
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uses most or maybe their favorite Brands
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TV shows applications whatever fits in
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the realm of your product at the end of
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the day you want to build the best
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representation of your target audience
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there may be elements that we didn't
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discuss in this video that you can add
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and we'd encourage you to do so but we
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also try to cover all the bases here and
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we hope you found it useful when it
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comes to actually creating your user
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Persona and the software required to do
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so visme.com is your answer it's
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intuitive practical and was built with
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users like you in mind and all the
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examples you've seen in this video come
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directly from our website you can start
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editing the templates you've seen today
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in the next five minutes starting with a
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blank canvas is scary and challenging so
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don't let that fear stop you when you
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can build a user Persona with vismi
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thank you all so much for watching if
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you've learned anything today click that
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like button down below and if you want
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to learn even more click the Subscribe
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Button as well with vismi I'm Mike
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ploger helping you make information
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beautiful
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foreign
