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HOW TO CREATE YOUR
CLIENT PERSONAS
WHAT ARE CLIENT PERSONAS?
Client Personas
Client personas are fictional, representations of your target client
which includes their needs, behaviors, demographics and other
information to personalize and target your marketing for different types
of clients and their influencers. Client personas make help to create
relevant targeted content for them, at the various stages in the sales
cycle.
Negative client personas are fictional representations of the types of
clients you don’t want.
RUIZ STRATEGIES © 2016 | www.MicheleRuiz.com
CREATING CLIENT PERSONAS
How Do You Create Client Personas?
Creating client personas boils down to interviews, surveys and research. The process
involves most if not all of the below.
Interview clients about your services
Use forms on your website that ask information about them, their behavior, their role,
location, age, preferences, goals, challenges, needs, or any other questions that help
you come up with a profile
Ask stakeholders in your firm – especially those who interact with clients – for their
feedback
Send out surveys via tools like Survey Monkey and ask pertinent questions
Hire a market research expert to help in this process
Include personas for those who influence your target clients
RUIZ STRATEGIES © 2016 | www.MicheleRuiz.com
[ FICTIONAL NAME]
BACKGROUND
[ example]
• Business owner
• Owned company for 5+ years
• Manufacturing
DEMOGRAPHICS
[example]
• Male
• Age 30-45
• Dual HH Income: $200, 000 - $500,000
• Married with 2 children
CHARACTERISTICS
[example]
• Has an assistant
• Not much time for meetings
• Prefers to get information by email
• Social media savvy
RUIZ STRATEGIES © 2016 | www.MicheleRuiz.com
[ FICTIONAL NAME]
GOALS
[example]
• Business growth
• Keep employees happy and turnover low
CHALLENGES
[example]
• Capitalization
• Concerns about environmental issues that could trigger litigation or protests
• Employee safety
WHAT CAN WE DO
[example]
• Help understand how to navigate environmental issues to avoid costly problems
RUIZ STRATEGIES © 2016 | www.MicheleRuiz.com
[ FICTIONAL NAME]
OUR CLIENT ATTRACTING VALUE PROPOSITION
[ use your client-attracting value proposition template you filled out]
• [fill in]
MARKETING STRATEGY
[example]
• Digital versions of collaterals detailing benefits from using our services
• Distribution via social media
• Upload to our website
• In-person informational sessions through trade organizations
RUIZ STRATEGIES © 2016 | www.MicheleRuiz.com