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For a communicator, it’s important to be able to show the effect of your work, and that means creating a customer journey with a specific action at the end.
The point of communication is to drive to an outcome, whether that is buying a product or engaging with content, downloading a white paper, adopting a tool or some other action. This end result can be managed by sending your target audience along a journey with touchpoints so you can guide them to a final action.
To know how to coax along your target audience members, you have to thoroughly understand their mindsets, and that means building audience personas.
User personas are composite characters put together by marketers, designers and communicators to represent the types of people they want to engage.
This infographic from Clever Tap offers a guide on how to build your personas for a given campaign.
Key components include:
Name Bio Motivations Demographics Personality traits
To see an example of a fully developed audience persona, consult the full infographic.