How well do you know your audience? Creating personas for financial marketing

Creating personas

Jessica Sims

Creative Strategist

Posted on June 26, 2017

With a constant flow of marketing activity to be planned and implemented it’s easy to forget the importance of designing each communication with your target audience in mind.

Do you always ask yourself: who is your audience, what are there cares and concerns, are you speaking to them in the correct tone of voice and using the right channels to reach them?

By developing a persona for your various target audiences you develop a greater understanding of your customer, making it easier for you to tailor content and product and service benefits. And this will lead to more impactful communication and greater customer engagement.

Personas act as a recall, outlining marketing needs through the creation of fictional characters that represent a segment’s demographic, wants, goals, behaviour and lifestyle.

You start by getting to know your segment; asking, for example:

What is your job role and how is it measured?

  • What is a typical day for you at work and on the weekend?
  • What does it mean to be successful in your job role?
  • What are your biggest challenges and how do you overcome these?
  • What publications do you read?
  • What associations and social networks do you belong to?
  • Where did you study?

The answers to these questions help you produce a persona blueprint.

For example, here is a possible persona for a professional FX trader.

Meet Paul:

Paul is aged between 45-55 years old and has enjoyed a successful trading career working for a number of financial organisations. Taking the leap to become self-employed, his income now rests on his personal trading success. His objective is to achieve a comfortable lifestyle and to be considered a high achiever. Success would mean continuing to match or exceed the income he earned as an employee but with the benefit of being in control of his own time. However, with a family to support, risk has to be monitored. Paul seeks a connection to the world of trading and would relish any social opportunity, as remaining in the know proves challenging. Subscribing to social networks and setting industry alerts enables him to be responsive to trends and news.

See how this persona helps a company focus its marketing efforts:

As financial security is paramount to Paul’s new self-employed lifestyle, it suggests that he would engage with direct, intellectual and regular industry updates. Due to his previous experience, his knowledge is extensive and therefore he wouldn’t benefit from educational blogs. Instead he might respond to industry updates executed in the form of reports. These could be promoted via email and social media so they catch his attention through the alerts he has set up.

Personas offer you invaluable insights that should inform your decisions on a daily basis – remember, it’s all about the customer.