Understanding Your Customers
You should aim for creating customer personas that leverage information about both your most profitable and strategic customers. If you’re wondering what the difference between strategic and profitable is, here’s a quick and dirty differentiation: a profitable customer is the customer that brings in the most money at the lowest cost, the strategic customer is the customer who garners tangible and intangible benefits outside of cold, hard cash that will likely draw additional customers in the long run.
Once you’ve identified who these customers are (and whether they are the same customers or two different segments), it’s time to start collecting and organizing data to begin build your customer personas.
What information do you need for a persona?
“Interests” data. This is found in Audience and under Interests — but don’t stop with just general interest data! Click on “Add Segment” at the top and add “Multi-Session Users” so you can zero in on those people who visit your site frequently.
Now you can see who visits your site repeatedly (for research, presumably), their interests, and potential confirmations of verticals you might have identified in your CRM research. Use this information to help craft a vision of who these customers might be, and where they might be open to encountering your message.
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