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The persons they are imaginary personalities that represent a certain target group. In online marketing, people help understand better to users of a web portal or customers of an online store.

People concept

For people to exert their positive effect, they must be as detailed as possible. This entails a comprehensive targeting of target groups to get empirical data. The following is a part of the information required of a target group:

  • age
  • gender
  • home
  • civil status
  • educational level
  • occupation
  • income

To define people more precisely - four or five are usually enough for the main target groups - all their respective details are first written in the form of continuous text. Each person is given a realistic name, photo, and demographic data. At the same time, your hobbies, things you don't like, and your preferences are specified.

The most important part follows: Specification of the multiple objectives that each of the target groups must achieve with their visit to the online store, what are their wishes and expectations, and the needs they want to satisfy.

Use of people

In online marketing, people help professionals in this field to better understand a target group and, in this way, facilitate the achievement of marketing objectives set, for example, to boost conversion rates and increase sales. People can also be used to draw conclusions about the type of content that target groups are likely to expect and are satisfied with. At the same time, online distributors gain experience on the type of reaction that different items on the web portal elicit in different target groups.

People are useful when one wants to review a web portal or add new features. They provide information about how users will perceive the changes and whether the new ideas are rational. In terms of web design and information structure, people help to better examine the opinions of target groups and facilitate your navigation through the web portal.

Importance for online marketing

People can be used to find out what users are looking for. For example, while the informed and educated target group searches for keywords like [buy a certain product] or [order a certain product], the somewhat uninformed target group still needs some initial guidance and perhaps even a search phrase like [compare product] or [product test]. By identifying these search terms, the landing page can be fully exploited in a way that is tailored to the needs of the target group. This reduces the bounce rate. At the same time, it also makes it possible to take full advantage of the type of content to which the target groups react best, such as a lot or little text, images, videos or other multimedia items.

All content can be tailored to the needs of different target groups, such as the need for specific information or the search for a certain inexpensive product. With the help of people, one can identify the forums and social networks that are preferred by the target groups, which adds important approaches to the link building and other advertising measures in certain situations. After targeting and creating personas, one can then design specific advertising media with greater precision, such as using an appropriate testimonial.