The Alchemist's Lair
Thoughts on writing, language, life as a freelancer,
and what comes to mind.
and what comes to mind.
Most marketers will tell you that developing marketing personas takes time, dedication and lots of specific data. This is actually true, so it can be tough sometimes for freelancers to sketch effective marketing personas. As a matter of fact, freelancers often do not have the time & financial resources of a big company to conduct cut-through & thorough research on their potential customers. Moreover, most freelancers are not that used to statistics, marketing analysis etc. So, what to do with this?
Well, good news is we can still create meaningful marketing personas for freelance businesses. Bad news is most of the marketing personas templates available on the internet might not fit within our specific business.
Thinking of this matter, a while back I created a 10-point checklist for building marketing personas for my own freelance business. In creating it, I tried to keep it as business-oriented as possible, focusing on the data I need to create targeted marketing material for online and offline promotion.
I hope you find value!
7 key questions to develop marketing personas for your freelance business
1. What is their role? Are they managing directors of an international company, small business owners, project managers working in a translation/marketing company? How broad is their professional network? Do their own a local business or do they operate in a broader market?
2. What services do they ask for? Did they come to you for a one-shot gig or are they frequent customers? What specific services did they ask for?
3. How do they make their purchase decisions? What are the key drivers and barriers to the purchase of your product or service? How much time do they need to make their purchase decision?
4. What objection do they usually raise? Do they have similar objection patterns in terms of delivery requirements, budget, project specifics etc.? What is their level of experience with your industry or business and what information do they usually ask?
5. What do they value in your products/services? Do they appreciate fast turnaround service or prompt delivery, some complimentary service you offer, do they like freebies (if any) or maybe customised consulting and your support service?
6. What do they use your product/service for? Where do your products/services fit into their company's business? Do they use your offerings for personal purposes? Might they be interested in some additional services you could offer? 6. What are their demographics like? Where do they live? How old are they? How is their income like? What education background do they have?
7. What are their interests and what is their lifestyle like? Do they like interacting on social networks, do they engage in charities and social activities? Do they travel, and how frequently? What type of information and content is more relevant to them according to their lifestyle and interests?
In case you missed it:
3 key benefits of developing marketing personas for your freelance business
Next week: Implementing marketing personas in your marketing strategy
Stay tuned ... and Merry Christmas!