At Plezi, the marketing team strives to redesign our personas regularly. Below we give you all the advice we have learned directly from our experience. 1. Ask the right questions at the beginning of the interview Among the questions you plan to ask your customers/prospects, some are essential and others secondary. Moreover, it is difficult to predict how much time your interlocutor will spend on each question. To ensure a rewarding exchange, you must prioritize the questions that you consider the most important and on which you want to obtain feedback from your interlocutor. 2. Be a good listener and let the customer talk It is true that before picking up the phone, we must have in mind the common thread that will guide our exchange, but it is just that - a common thread.
However, we should not try to stick to it at all costs, especially if it takes precedence over the conversation. Indeed, if the questions take up too much space, our interlocutor may feel rushed and this can harm the feedback we will receive. Our advice: let the person express themselves as much as they want, on their own. We often collect a lot of information that we would not have thought of! 3. Refrain from asking all questions if necessary. If necessary, you should draw a line under certain questions in order to give more space to those that will make your client talk the most. It is better to take your time and let them linger on one or more answers that will provide you with valuable information. It is not impossible that they will answer your other questions before you have even asked them and without realizing it.
And then, it is still more enriching and pleasant than an exchange where you skim over the questions to hurry to get as many answers as possible! 4. Reframe the interview if there is a digression As always when you talk on the phone with someone, there is a risk of digression. During the conversation, one thing leads to another, and it is easy dominican republic telegram database to change the subject. In our case, when we organize an interview with a client, we must be careful that the conversation does not drift into an interview about the product/service. The goal is to get our client talking about themselves and their marketing challenges, not about us! If this happens, we will have to gently bring them back to the initial subject. 5. How to use your personas? You have now created a summary sheet for each of your personas. But for this to really work for you, this document must not remain in a cupboard gathering dust! So what use will this be to you in practice? 1.
Feed off discussions to create relevant content Interviews allow you to isolate the characteristics of your target: problems, fears, obstacles, objectives, interests, elements of reassurance, etc. When creating the personas, we detected their pain points . It is through our content that we will respond to these issues, because yes, the goal is now to be able to create content adapted to each buyer persona to respond to each of their issues, obstacles, objectives, etc. Thanks to our personas, we will therefore be able to adapt the content and the discourse of our content in order to be impactful. This is a huge advantage for our salespeople , who will be able to use the right content to reassure or convince prospects! At Plezi, our resources are also used for lead nurturing with our Intelligent Campaign, which sends the right content, at the right time, to the right persona based on their interests.
Adapt your communication with the right vocabulary Exchanging with our prospects and customers allows us to identify words or expressions that come up often , those that they use and – potentially – that they search for on Google. For example, do they talk more about digital or digital marketing? This is a gold mine for us, and we have to pay attention to it, because these conversations are also there to invite us to familiarize ourselves with these terms, and then reuse them on our website, in our emails, our publications on social networks, etc. This way, we know in advance which words will be much more impactful and will speak to our target.
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