| A | B | C | D | E | F | G | H | I | J | |
|---|---|---|---|---|---|---|---|---|---|---|
1 | [TARGET AUDIENCE/CUSTOMER PERSONA NAME] | |||||||||
2 | Background | Job title(s), life stage, career path, family, etc. | ||||||||
3 | Demographics | Sex, age, location, average income, langauge, etc, | ||||||||
4 | Interests | Eg. What other brands do they interact with on social media? | ||||||||
5 | Other relevant traits | Any additional info here will help inform the kind of content/messages you share on social media. | ||||||||
6 | Favorite social networks | Which channels is your target audience most active on? | ||||||||
7 | Least favorite social networks | Which are they least active on or avoid altogether? | ||||||||
8 | Buying behavior | How does social media fit into the buying journey? Is your target customer using it for research, looking at business/product reviews, direct shopping (on Instagram, for example)? | ||||||||
9 | Spending power | How much money does your audience have to spend? How do they approach purchasing decisions in your product/price category? | ||||||||
10 | Size of business | *For B2B companies (delete this row and the one below if you sell direct to consumers): What kinds of businesses buy from and engage with you? Are they start-ups or enterprise-level brands? | ||||||||
11 | Decision maker(s) | *Also for B2B: Who tends to make the buying decisions? Are you targeting the CEO? The CTO? The social marketing manager? | ||||||||
12 | Challenges | What are your customers' challenges/pain points? | ||||||||
13 | Goals | What are their goals? | ||||||||
14 | How we (business, product, or service) can help? | How can your business/product/service help solve customer challenges and/or solve goals? | ||||||||
15 | Purchasing barrier? | Eg. "not enough time to learn a new tool." "limited technology budget" | ||||||||
16 | Messaging | How will you position yoru business/product/service to this persona on social media? | ||||||||
17 | Preferred content type | What are the kinds of content your audience is most likely to engage with? Video, Stories, GIFs, product demos, etc. What about the content mix? Social media rule of thirds, 80/20 rule, etc. | ||||||||
18 | Voice and tone | What will your audience relate to on social media? |