How to Create an Ideal Customer Profile or User Persona

In this video we walk through the steps you will need to create an ideal customer profile also called a user persona. Everything from the questions to ask when performing customer research to where to do in order to find imagery to help make the user persona be more realistic and believable.
If you do not know who your audience is you won't know how to talk with them. The key to getting to know your audience is creating customer profiles.
Link to Customer Profile Template:
docs.google.com/presentation/...
(To start editing this doc go to File, Make a copy, Entire presentation)
Episode notes: freelancejumpstart.tv/94
Learn How to Offer Strategy Using CORE:
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//TIMESTAMP
00:00 - Introduction
00:45 - Skills Only Get You So Far
01:13 - Thinking Strategically
02:27 - What are Customer Profiles?
04:45 - Defining Your Audience
06:54 - Elements of a Customer Profile
08:24 - Example of Customer Profile
10:30 - Customer Research: Salary
12:29 - Picture for Customer Profile
13:09 - uifaces.co
14:25 - generated.photos
15:36 - unsplash.com
16:38 - Defining Your Competition
20:00 - Run Ads On Your Competition's Videos
22:00 - Customer Story for Competition
25:07 - Match Marketing to Customer Profile
28:40 - Let's Review
30:39 - Conclusion
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Executive Producer - Nathan Allotey
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[@belindasone4325]

...And all this for FREE... I am very grateful for your time and effort to break this down in detail. Definitely the most informative and thorough tutorial I have seen so far. Why this hasn't got more views, I really don't know. I will certainly put this into action.

[@elultimopujilense]

this channel is a rare gem! thank you so much!

[@MrTheladiesloveme]

Another great content.. Everything you said made sense boss. Love and respect! Still taking notes sir

[@Shop.Lighthair]

Thank you so much for sharing this. I appreciate! God bless you

[@saleam1]

This video is exactly what I need. Thank you!

[@katarinacaklosova3299]

Thank you Nathan...I was chef for almost 10 years ,who decided change her career ...it was about the time ☺ Now i study course diploma in Digital marketing and i was a bit confuse how to create a buyer persona for our home work...but after watching your video it's become a much more clear for me,so thank you again.Still have a lot of work to do,but now i got an idea ...

[@keishacakesllc]

Thank you for sharing!! Great explanation

[@seanprobber7711]

Great stuff. Lot's of very actionable things

[@sidneysantana1391]

Love this, thank you!

[@intotyping8029]

Wow! Impressive. Good thinking!

[@lucapellegrini4616]

Great Job mate!!!

[@user-ye3sn3yq5c]

Thank you!!

[@MrCena-nv5cy]

This is gem

[@blackswann9555]

Great video thanks 🙏

[@pounamuhaircare3058]

Thankyou this was very helpful.

[@vimbaiveevivianmahove8145]

Thank you!!!!

[@christiansanchez1578]

This is a very important piece of puzzle I need to study on ! That’s what I’m missing! Thank you so much man

[@NathanAllotey]

All good. Glad the video was able to add some value.

[@erichepperle5902]

Nathan, great job on another excellent video. I loved your tips on #brandStrategy and #audience and your #userPersona examples (like you said, I come from the UX world) were very insightful. So, question ... it seems like the next step to target each audience is to implement some sort of #localization. Is that right? This way the hero image would change based on reading user cookies/sessions and region details. Or are there legal difficulties with that approach?

[@NathanAllotey]

What's up Eric? Thank you for checking out the video. You can do this a couple of different ways: 1) At the ad level you can choose to create different pages that are targeted at certain audiences and then direct users to those specific pages. If you take this route then you will have to do the segmentation at the ad level. Ex) Ad group for Men, Ad Group for Women, and make sure the copywriting and destination page is tailored to the audience. 2) You can change the elements on a page to match cookies similar to what you will see with Google Optimize, segment.com, vwo.com or rightmessage.com. You will have to post what type of tracking you are doing in your privacy policy and make sure you meet all GDPR, iubenda.com does a good job of accounting for this.

[@nitinsharma-oc5kl]

hey there, I liked your content and currently applying what you suggested, Can you please share the user persona file you used in this video ?

[@charminggeba3886]

Thank you Nathan for this tutorial. Do you mind sharing the slides template? I'm finding it hard to create them.

[@NathanAllotey]

I added a link to the template in the description of this video

[@lincolnward85]

Thank you for this walkthrough. I haven't built my avatar yet and I think that's been holding me back. How did you contact the people that purchased from you? Did they join a mailing list?

[@NathanAllotey]

When people purchased for me I had their email address and I reached out to them personally and asked them a couple of questions such as why did you buy from me? What result were you hoping to receive from purchasing my product

[@lincolnward85]

@@NathanAllotey got you. This video was really helpful. I'll try that out when I have people I don't know purchase from me.

[@MrCena-nv5cy]

Why you stopped making videos?

[@NathanAllotey]

Thank you for checking out my videos. There's a a video I plan to uploading soon that explains where I have been. I took some time to focus on my business, get out of debt and reprioritize my time. I miss making these videos so I'm happy to say I'll be returning to content creation after this month.

[@nitinsharma-oc5kl]

Hii Nathan, We are trying to build a brand for kids stationary and toys. How do we do user persona if our customer are between age group 7 to 12, who do we target ? kids or parents ? because kids cant pay and parents don't play. So both parents and kids are our customer ? how to do user persona for that ? please help.

[@NathanAllotey]

Focus your targeting on what is appealing to children but answer all of the questions parents will have about your product like safety, size, price, durability, etc. Make kids want it but make it easy for the parents to purchase it. Think "if you buy our products then you will be a good parent"

[@nitinsharma-oc5kl]

@@NathanAllotey This helps man . Thanks for quick reply . cheers !

[@IsabelNava]

depends where the ads will go / whose eyes itll reach.

[@DJcyberslash]

My confusion is qhere did you get this leena Jain information from?

[@NathanAllotey]

Technically the information is from someone I know in India, but I changed the name to protect the innocent. I applied the profile questions to "Leena" and presented the finished product here. I didn't go into too many details don't the video because I felt the more important thing was to show an example of what to do once you have the customer profile and how it can be applied to your marketing.

[@DJcyberslash]

@@NathanAllotey thanks. How do you make a profile for a new business idea? That's what I am trying to figure out.

[@ideabasket9659]

Could you explain why you thought of a 22-year-old Indian woman when the data showed 99% against India and the majority of the audience were men? Also, where did you get the customer needs, backstory, user type, occupation...

[@NathanAllotey]

I chose the Indian women as an example to show something different, and that the viewer has the freedom to change the page based upon the audience, they would like to target. Of course, I recommend moving in the direction the data reveals. I just chose something different in the video to show variance.

[@jackies35]

Thank you for this. My challenge is getting this customer to follow and find me. How do I know when or what search terms this persona, this client, would use? I am targeting corporate clients and I don't know who and what department in that company would need my help. Do I contact event managers? Team managers? Do I follow them on social media first? I know who I want to target but my challenge is, how do I get them to hear and see my website and or services? I guess, if they need help, they will go to Google and get help. I hope my SEO, website, and social media would show up in their feed.

[@jackies35]

Thanks again for this video. But can you tell me why you need a face/picture of the persona? It would take me 13 days to do that. It might be a man, woman, they, them, and I think it would take me forever to get it right. She might be black or he might be hispanic. I am so confused but I will play along and pick anything.

[@NathanAllotey]

You are choosing a face because it helps you visually make a connection that you are marketing to a real person and can help personalize whatever it is you are working on. Another reason why you need a photo is client work. When you are working with a client and are presenting a marketing plan to them, you will want to show them that the marketing plan you have created caters to customer profiles. When they have a photo, it further helps your client recognize the marketing is targeted to real people. I had a brand strategy session with a client about a month ago. I created 3 customer profiles for the client that all had pictures. It was interesting to hear my client begin to refer to the person by name and even comment on the type of clothes they wear. Providing a photo made the customer more personable.