Use Personas to Drive Memorable Brand Experiences for Your Financial Services Customers/Members: Part 3
Categories: Financial Services | Design
A deep understanding of your consumer enables you to deliver highly relevant content that’s meaningful to your customers/members. Take a user-centric approach to marketing by developing consumer personas and messages that resonate.
Part 1 of this series answered “What are personas?” Part 2 answered “What are the benefits of personas?” Part three will discuss the varying ways to utilize personas in different areas of your business.
Part 3: Five Ways to Utilize Personas Across Your Organization
- Website User Experience (UX)
Design your website and content to align with wants and needs of financial customers/members and prospects. You can use the approach to ensure your personas are putting the people you are designing for, at the center of the process.
Question: Who are you building the site for?
- Marketing Strategies
Leverage your personas to:
- Identify the most effective marketing channels
- Target for specific audience segments
Use your personas to build your marketing strategies around what is most compelling for each audience.
Question: Would it make sense to build an intensive social media marketing plan for Baby Boomers? Would generating print ads for Gen Zers make sense?
- Messaging Strategies
Align your messaging with the preferences and attitudes of varying sets of your financial customers/members. Once they’re created, you will have the ability to target specific audiences based on the messages you want to send out and the channels you want to use.
Question: Who is the audience and what do they care about? Am I highlighting the right value?
- Content Personalization
Tailor your content to align with the needs and expectations of the different personas. Personalize the content based on that set of individuals. Customers/members will be more likely to consider your product or service if it is relevant to them.
Question: Is this set of customers/members considering college savings or are they focusing on saving for a house?
- Banker/Teller/Advisor/Call Center Engagement
Utilize personas to help your branch staff more effectively tailor their conversations to the specific needs of customers/members and prospects. Giving them your completed personas to have on hand can help guide them in their responses and interactions with customers/members. This will set them up with remarkable preparedness and will be essential to providing memorable experiences and a competitive edge.
Question: How can we be more empathetic toward our customers/members?
Ready to take advantage of developing personas for your financial services organization? Talk to Bluespire’s strategists today.