IT Marketing Tips to Design Representative Customer Personas

Your IT marketing benefits from the design of valid customer personas. This helps you to know where to aim outreach and how best to construct new marketing materials. But you’ve got to be careful to consider a few things. 

First and foremost, people are always changing. Who they were isn’t who they are, or who they’ll be. Secondly, the line between stereotype and demographic outline is thin. Following are tips to help you stay on the side of accurate clientele representation rather than marketing for stereotypes: 

 

Inform Personas with Data from Real Clients 

IT marketing needs to be based on information, not opinion. Your opinions will be informed by your bias. Your biases may not necessarily be fair, especially if the personalities of your target demographic have a pernicious edge. 

Stereotypes come from shallow mental segmentation of those other from either yourself or your group. This is harder to do when you’re developing things from data than when you’re developing them through experience you’ve had personally.  

 

Don’t Design an Outline, Get Deep 

Don’t use the data to design some shallow solution which only partially represents the reality of the situation. Get deep. How long did X customer remain with you before either leaving your operation, upgrading, or closing down? What was their regular spending? What could you have done better? Each new client provides more information that allows you to increase the depth of buyer personas for more success in future conversions. 

 

Reviews and Content Reveal Additional Data 

How clients review you and how they react to content you produce provide additional data points you can use to help round out forward marketing endeavors and create more effective personas. 

 

Effective Buyer Personas 

Informed marketing should yield increased conversion. An IT marketing team which uses diverse means of collecting data, informs personas from actual data, and puts as much information as possible into personas will likely establish more representative outreach.  

 

Bill Hogan

Bill Hogan

Bill Hogan is President of Partners Plus. A fast growing IT Support firm based in the Philadelphia area. Bill has been helping make life with business computers easier since 1981. His education as an Electrical Engineer at Penn State started a dual approach toward gaining expertise in both programming and computer networks. In 1991 he formed Partners Plus, Inc., to provide managed IT services to companies in the Philadelphia metropolitan area, based on being a business operations ally and understanding the need to speak to company leaders in plain English rather than ‘techno-babble’. And while others tend to focus their attention on the mechanical components of a computer system, Bill and his staff take a more global approach - how a network can be best used as an integral, reliable asset to the business owner’s goals. In 2007, after years of frustration with the sub-standard services he saw during network audits, Bill published “Hassle Free Computer Support” to educate business owners with the information they need to get superior technical support for their businesses A firm believer in keeping current with advances in technology and processes, Bill lead Partners Plus to become a Microsoft Certified Partner in 1998 and a Gold Certified Partner in 2008. And, Partners Plus Inc. has been selected by Microsoft as being in the top 1% of Partners serving the Small and Medium Business Market on the East Coast. Bill is internationally certified in Network Operations and is certified by Microsoft in project management and multiple Microsoft technologies. He also held the position of representative for the Mid-Atlantic region on Microsoft’s Advisory Board which manages all Microsoft Small Business certified partners. Partners Plus provides managed it services to clients in Philadelphia and the Delaware Valley and helps them choose, implement, and manage IT and cloud solutions that are cost effective and reliable. Partners Plus’ pro-active approach to IT support is ideally suited for companies in Wilmington, Delaware or Philadelphia who depend on reliable IT infrastructure, but don’t want to spend a lot of money to keep your IT services in Delaware that way. Partners Plus clients have come to appreciate the Partners Plus team focus on operations and the ability to get the core of problems quickly, and the knowledge of how to resolve issues as quickly as possible. With the institution of the Partners Plus Protection Program, the company can now monitor, identify and resolve many network issues in minutes without coming onsite.