Build Customer Personas for Better Marketing

Solving the pain points for a potential client is a tremendous way to gain new customers and create loyal patrons. But how can a service provider solve the problem for a potential customer if they don’t know who their own customers are? Creating a customer persona is a necessary tool to better understand your average potential client, what pain points that person usually faces, and how you can solve their issues to turn that person into a paying customer.

What is a Customer Persona?

A customer persona is a creative model that showcases key traits, demographics, needs, and pain points of an average customer. For MSPs and other types of service providers, creating customer personas is not only an important tool for the growth of your business but also a tool for your clients and their growth.

How Do You Create a Customer Persona?

There’s one thing needed to create accurate and thorough customer personas – data. And you have plenty of it. Your CRM, POS system, website analytics, WiFi analytics, and social media pages are packed full of data that can be pulled to create realistic representations of your audience.

There are specific data sets you’ll want to outline before you start defining your ideal customer. Type of industry, job title, demographics and pain points are just a few data sets you’ll want to know about your audience. To get to what matters most to your typical client, you’ll need to research and understand behavioral data like purchase drivers, purchase barriers, motivations and communication preferences. Surveys, interviews, and market research are all helpful tools when defining personas.

Remember that personas are a broad representation, not one actual customer. It’s important to pull as much data as you can and then identify the patterns that will build your audience persona’s characteristics.

Data overload? It’s a real thing. Now it’s time to turn that data into action.

If you find you have access to a wide range of customer data points, don’t be afraid to create multiple personas. Most likely, your audience can’t be narrowed down to a single fictional representation. Depending on your business type, you could have anywhere from 3 to 20 customer personas. The point of customer personas is to offer a super granular view into your ideal customers – make sure no potential customer type goes unnoticed.

Customer Personas for Improved Sales and Marketing

Simply creating a customer persona won’t make an immediate difference in your marketing efforts – you’ll now need to reference these personas as you create content, allocate advertising budgets, and create your lead funnel.

Once you truly understand your buyer audience, do your research. Read the content they read and start to speak their language. No longer will your content be a guessing game of what your audience wants to hear. You now know what content is most desired from your audience.

Blogs, webinars, and newsletters include information that helps solve some of your customer persona’s most common pain points. These are great for attracting your ideal customer persona to your business’s website.

An ebook that guides a prospect through a complicated industry-wide pain point proves to the prospect that your company is a true authority and partner.  Even your “closer” content — case studies, sales sheets, presentations — can all be tailored to speak directly to your ideal persona.

You can make sure you’re providing the right content at the right time for the right persona by creating an audience persona matrix. Here’s an example:

Customer Personas for Increased Client Retention

When, where, and how you share your content is also an important factor to successful marketing. A customer persona can show you how your average client prefers to receive marketing content, what time they prefer to receive it, and even how often they like to receive it. This timely flow of content and follow up with potential clients can improve the nurturing process for your sales team which in the end, leads to more sales.

Once you have mastered the art of creating customer personas, service providers can add value to client relationships by providing similar data sets. By providing customers with valuable data, you will satisfy their needs for better customer understanding. Just as customer personas will improve your marketing tactics for your business, they will also improve the marketing services you perform for your clients.

By understanding the type of customer that is most valuable to your client’s business, any type of marketing strategy you perform will now have extra information to better its performance. Blog creation, social media marketing, and other types of content creation for a client will stand out even more, now that you have information on what typical customers want to see.

Data is the resource for creating a customer persona masterpiece. The more resource you have, the better the creation. If you’re interested in offering a service to your clients that pulls in more data for them, consider offering a WiFi analytics solution. GoZone’s partners have access to valuable marketing data to offer their clients – driving revenue, retention, and better relationships.

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Smart WiFi Suite Enterprise Feature Matrix

  • Enterprise-grade cloud infrastructure
    Scaleable platforms on the Amazon AWS cloud provides carrier-grade uptime.
  • Multi-Location Data Views
    An aggregated view of your data giving you visibility to all of your locations or drill-down to specific locations.
  • User Access Control
    Allows your administrator to control and limit access, features and data visibility among users.
  • Advanced Captive Portal Engine
    A complete toolset to design and build dynamic captive portals, guest flows and custom privacy controls. Includes our Touchless Menu features.
  • Guest Forms, Vouchers and Payments
    Collect guest data, surveys, on-line or offline payments and offer different access levels.
  • Customized login methods
    Choose how guests are able to access your network including social login, emails and SMS login, advertisements or a combination.
  • Data Export
    Full guest profile export to CSV allowing you to use collected data in third party systems.
  • Detailed Location Data Analytics
    Analyse detailed information about your locations like busy days, busy times and location comparisons.
  • Demographics and Device Information
    Make informed decisions based on detailed demographics and perform location comparisons.
  • Data Sync to other systems/API
    Save time populating other systems as guest profile data can be sent to external systems on timed intervals.
  • Triggered Campaigns
    Engage with your guests without the manual work by creating personalized email, SMS or Twitter campaigns.
  • Coupons and Loyalty
    Increase spend and promote repeat visits by creating incentives for guests or their friends to come back.
  • Import external data
    Bring in contact data from other systems to consolidate your marketing efforts into a single comprehensive platform.
  • Contact segmenting and lists
    Build contact groups to send personalized messages to your guests based on automatic segmentation and your own critera.
  • Scheduled Campaigns
    Communicate with your contacts to drive awareness through email, SMS or Twitter.
  • Traffic Counts and Statistics
    Monitor your venue and events with real-time and recorded traffic counts and patterning.
  • Heatmapping and Traffic Flows
    Visualize crowd density and how people flow in, out and through your venue to see where people congegrate.
  • Alerting and Reporting
    Create automated alerts to help control crowds or to monitor abnormal trends.
  • Intelligent Landing Page Builder
    Simple to create pages that support multiple campaign types and can easily be modified and re-purposed for other venues or events.
  • Campaign Management Tools
    Offer your advertisers options to suit their advertising needs such as A/B testing, ad weights, flexible scheduling and more.
  • Reporting and Attribution
    Analyse detailed information about the campaigns and creatives to get the best campaign targeting.

  • Access

  • Insights

  • Automation

  • Contacts

  • Presence

  • Advertising

You should receive a text shortly with a link to view a sample Guest Flow.

Take a look at the sample we just sent you, and feel free to reach out if you’d like to learn more.

Custom Splash Page Builder

A custom splash page helps give a captive portal the branded look it needs to stand out from the crowd and give guests the peace of mind they’re accessing the network associated with the venue they’re visiting.

WiFi Payments and Vouchers

Offer premium guest WiFi access and promote WiFi upgrades with comprehensive payment and voucher modules. Payments can be used to offer guests varying speeds of WiFi access, while vouchers are great for venues that want to utilize a captive portal that also requires a voucher code for WiFi access.
WiFi payments and vouchers

Guest Plans

Venues can now offer multiple levels of guest WiFi access with our Guest Plan feature. Guest Plans are defined by specific upload and download speeds and session time limits. Brick-and-mortar businesses can offer guest WiFi access and promote WiFi upgrades with our new payment and voucher modules.

Versatile Form Builder

Create and display custom guest surveys on any splash page of your guest flow. Collect feedback and gather additional data points to create smarter marketing.

Enhanced Guest Flow

Guest flow gives venues complete control over the guest WiFi experience. Guest flows help keep a visually pleasing captive portal experience by preventing clutter of multiple marketing assets. Keep it simple, or turn your WiFi into a digital billboard.
WiFi splash page with survey social login

Integrated Ad Spaces

Ad Space Integrations is a powerful feature for venues who want to promote products, deals and specials, online shopping, loyalty programs and other signups, or third-party advertisers all on a pre-authenticated Splash Page.

Increase impressions and clicks for advertising opportunities by showcasing AdSpaces before requiring a guest to connect to WiFi.

Have an app that needs more downloads? The URL redirect function will navigate guests to the app store specific to their device as soon as they click on the advertisement/call-to-action button.

No more will guests have to wait to connect to WiFi to reach interactive ads. Ad Space Integrations takes Ads4WiFi smart advertising tools and places it our smart marketing environment powered by Marketing4WiFi.

Hotspot Scheduler

Determine the specific days and times that WiFi is available to guests. Hotspot Scheduler offers smarter WiFi control by allowing venues to run their guest WiFi during business hours.