NEGATIVE PERSONAS – WHY THEY’RE IMPORTANT

Today it belongs in almost every marketing strategy of companies: the creation of the buyer persona. This is the “ideal customer” that is developed using real psychographic and demographic data. On this basis, target group-specific marketing measures can be taken. However, what many companies do not yet consider is the creation of negative personas. In the following, we from the search heroes will show you that these have great potential to make marketing more efficient and thus win customers who really count.

THE REVERSAL STRATEGY: WITH A NEGATIVE PERSONA TO MORE SUCCESS IN MARKETING

In principle, a persona represents your target group. With the help of a target group analysis, data such as age, gender, place of residence and income, but also needs, interests, hobbies and challenges can be used and an optimal customer profile is created, which is used as the basis for marketing measures.

The buyer persona describes the “dream customer”. Why then should a company create a negative persona that describes the exact opposite? The creation of a negative persona is particularly useful because it allows you to avoid customer acquisition attempts that are costly and still do not lead to the desired success.

A negative persona is a user who nags, complains, expresses unjustified criticism of the product, is actually not interested in your product and ultimately buys elsewhere anyway. So know your negative persona, save time and money by avoiding wasting your efforts on these customers and focus even better on your buyer persona.

HOW TO FIND YOUR “BAD” CUSTOMERS

But how do you create such a “negative customer”? The basis for this is the identification of criticisms of your product or service. A suitable analysis tool for this is the interview or survey, which is aimed at people or customers who, for example, have only bought from you once or who have already criticized your services. Social media followers who have never bought from you can also be used for the survey.

Equally important is the consideration of the customer journey in the online shop in order to see at which point, e.g. B. often leads to cancellation of the purchase. So it makes sense to go from general problems to concrete ones when creating the negative persona. The question now arises as to which customers are often dissatisfied and whether there is a logical explanation, such as the cost factor for your product. A negative persona is reflected in the constant criticism of the prices.

There will always be people who, for various reasons, find fault with your products. These will never make you happy. In this case, one also speaks of “irreconcilable differences”. These can show up as follows:

  • The customer is not in the geographic area if it is an offline business.
  • Customer acquisition is higher than profit.
  • The customer is generally not willing to pay the price.
  • He prefers a competing product from the outset.

SPECIFY THE “UNWELCOME” CUSTOMER GROUP

Once you have collected initial data based on questions and interviews, you now need to collect psychographic and demographic aspects to create the negative persona, as is the case with the buyer persona. What gender is this? Where Does Your Negative Persona Work? What is their income and what are their interests? In this way, you can gradually narrow down your negative persona and identify barriers that your buyer personas may even have.

An example:

You run an online shop for designer fashion that is in the high-price segment. A student with a low income and low interest in fashion could be a Negative Persona. It could be concluded that they spend their money elsewhere, perhaps being frugal or having a negative relationship to price when it comes to expensive fashion. If they only buy high-priced fashion for special occasions, they will never become long-term customers.

HOW TO USE THE POTENTIAL OF THE NEGATIVE PERSONA

Creating the negative personas (ideally two) gives you the chance to optimize the marketing budget and spend it more specifically on buyer personas. At the same time, you have the opportunity to refine the target group approach in order to exploit the full potential. Conversely, you can always use the findings of the negative persona to acquire really relevant customers.

Furthermore, by creating a negative persona, you always identify customer challenges that you can improve in this way. Ultimately, creating the Negative Persona provides even more focused marketing to customers who are truly your buyers. Therefore, it makes sense to create them once, as long as the efforts then revolve around the buyer persona.

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