Customer Persona: The cornerstone of customer-centric marketing

A customer persona is pivotal for marketers to understand and connect with their target audience. It is the first piece of the building blocks of customer-centric marketing practice. If a business aims to maximise customer lifetime values (CLV), start with the customer persona.

What is a customer persona?

It is an archetypal representation of a subset of the customer base, embodying similar goals, needs, expectations, behaviours, and motivation factors.

Here are two examples.

Persona 1: Budgeting Beth – Financial App User
A financial management app company creates a user persona named “Budgeting Beth.” Beth is a 30-year-old accountant living in an urban life. She is tech-savvy and always looking for efficient ways to manage personal finances. She represents the App’s ideal user – one who values financial planning and seeks tools to help achieve her monetary goals.

Persona 2: Networking Nick – Sales Leads Generator Persona
A professional networking platform developed a salesforce persona named “Networking Nick.” Nick is a 40-year-old entrepreneur who is too busy to attend networking events but is eager to connect with other professionals to grow his business. His goal is to generate sales leads with maximum time efficiency.

These personas are not mere guesses or assumptions about customer characteristics; they are crafted through a structured process involving detailed market research using qualitative and quantitative methods.

Nor is a customer persona to stereotype consumers. Its creation is based on data collected via diligent research.

How to create a customer persona?

Creating personas is a strategic approach that allows businesses to understand better and cater to their target audience. The personas are crafted using insights from customer interviews, social media analysis, and behavioural data from the platform.

The creation process involves analysing data from current users, conducting surveys, and holding focus groups to understand the typical characteristics of the most engaged users.

In Budgeting Beth’s case, the resulting persona helps the App company tailor its marketing and product features to include more personalised App options and investment tracking, which resonated well with Beth’s profile. Marketing campaigns are also designed with messaging that speaks directly to Beth’s needs, resulting in higher engagement rates.

Customer personas serve as a valuable resource for gaining insight into the market and formulating strategies that resonate with the target audience. They extend beyond basic demographic information to include interests, needs, and pain points, enabling marketers to tailor messages and design a seamless customer journey.

How can customer-centric marketers use customer personas?

Marketers can use customer personas to identify specific needs and pain points for different customer segments, tailoring marketing strategies more effectively and enhancing customer engagement through personalised experiences, in the following steps.

  1. Define Target Audience: Begin by defining who your ideal customers are. This involves identifying the customer types that interact with your brand and understanding their unique characteristics.
  2. Gather Data and Insights: Conduct market research to collect data on your target audience. Use empathy maps and surveys designed for personas to gather rich, insightful data that will inform your persona creation.
  3. Create Detailed Customer Profiles: Develop comprehensive profiles for each persona, detailing their preferences, behaviours, motivations, and challenges. This will serve as the foundation for your customer-centric strategies.
  4. Personalise Communication: Use customer persona insights to personalize your marketing messages and communication across channels. This personalisation can lead to more effective marketing campaigns and increased conversion rates.
  5. Optimise Customer Journeys: Apply the knowledge of customer personas to optimize the customer journey at every touchpoint. Ensure that each stage of the journey is designed to meet the expectations and needs of the persona it represents.
  6. Measure and Adapt: Continuously measure the success of your customer-centric strategies and be willing to adapt. Use customer feedback and performance data to refine your personas and journey maps for better alignment with customer expectations.

Customer personas are indispensable tools in customer-centric marketing. They enable businesses to empathise with their customers, tailor their marketing efforts, and ultimately provide a positive purchasing experience that fosters loyalty and growth. By diligently applying customer personas to the marketing process, companies can achieve a deeper connection with their audience and drive business success.

Web & SEM

K-I-I-L: The Ultimate yet Shortest SEO Crash Course

Search engine optimisation (SEO) aims to increase a website’s visibility and ranking on the search engine results pages for specific topics. It is a complex job requiring constant effort, so an SEO task list can be overwhelmingly long or surprisingly brief.

The world’s most succinct search engine optimisation (SEO) operational model is KIIL, created by one of your Clicademists.

K-I-I-L has nothing to do with killing. It is the short form for four essential SEO operations: Keywords, Index, Integrity, and Links.

the ultimate SEO task list; KILL SEO infographic
The KIIL SEO strategy focuses on four tasks to manage keyword strategy, search engine indexing, site integrity, and links. ©Clicademy

Let’s delve into each step of this method and explore real-world examples of how it can be effectively implemented.

(K) Keyword Research and Strategy

The first step, ‘K’, stands for keywords. This is the foundation of SEO, where you identify the terms and phrases potential customers use to search for products or services related to your business. A robust keyword strategy involves analysing search volume, competition, and relevance to ensure the chosen keywords align with your content and business goals.

For example, a local bakery might target keywords like “artisan breads” or “gluten-free pastries” to attract a specific audience. Tools like Google Keyword Planner and SEMrush can aid this research, providing insights into keyword performance and trends.

(I) Indexing the Website

The second letter, ‘I’ in KIIL, represents indexing the website. Indexing is how search engines organise information before a search to enable super-fast responses to queries. Ensuring that your website is indexed correctly involves submitting a sitemap to search engines, optimising site structure, and improving crawlability.

A real-world example is when a new e-commerce store submits its sitemap to Google Search Console to ensure all product pages are found and indexed by Google’s search bots. Nowadays, codeless marketing, website builders, and AI-empowered utilities have made this process easy and fast to let Google Analytics GA4 and Bing Search start crawling in your website.

(I) Integrity of the Website

The next ‘I’ represents website integrity. This step focuses on your website’s technical health, including site speed, mobile-friendliness, secure connections (HTTPS), and error-free pages. A website with high integrity provides a better user experience and is favoured by search engines.

Another primary consideration of a website’s integrity is its activeness. The website’s content needs to be dynamic and frequently updated.

For instance, an online news portal might use tools like GTmetrix to analyze and improve page load times, ensuring readers can access content quickly and efficiently.

(L) Links Building

Lastly, ‘L’ stands for building links, including forward links (outbound) and backlinks (inbound). Quality links from reputable sites can significantly boost your SEO as they endorse your content’s credibility and authority.

A practical example is a tech blog that produces high-quality content and gets linked by authoritative sites like TechCrunch or Wired. These backlinks not only drive traffic but also enhance the blog’s search rankings.


Clicademy claims the originality of the KIIL model for SEO. By following the KIIL method, businesses can create a comprehensive SEO strategy that addresses all aspects of their online presence. From the initial keyword research to the ongoing maintenance of website integrity and link-building efforts, each step plays a crucial role in achieving and maintaining high search engine rankings.

Implementing the KIIL SEO method requires diligence, consistency, and a willingness to adapt to the changing landscape of search engine algorithms. However, with a clear understanding of each step and a commitment to best practices, businesses can improve online visibility and attract more organic website traffic.


Top 10 Essential Digital Marketing Skills in 2024 & Where to Learn Them

The year 2024 has ushered in new challenges and opportunities, making it imperative for marketing professionals to stay ahead of the curve. Here, we delve into the top 10 marketing skills crucial for success in this dynamic industry.

1. Data Analytics: The ability to interpret and leverage data is paramount. Marketers must possess the skill to analyze customer data and market trends to make informed decisions. Learning with Google Analytics is an excellent first step to data insights. Also try Clicademy, an innovative platform that opens its internal data analytics dashboard for registered users.

2. Artificial Intelligence (AI) and Machine Learning (ML): These technologies revolutionise marketing automation, enabling personalised customer experiences and more efficient campaign management. Resources for learning include AI and machine learning modules on platforms like Coursera and edX.

3. Video Marketing: TikTok, a dominator as well as a disruptor in this field, is unstoppable. With the increasing consumption of video content, marketers must be adept at creating and optimising videos for various platforms. Resources include video production courses on websites like Udemy and Skillshare.

4. Influencer Marketing: Building relationships with influencers is a powerful way to reach target audiences and drive engagement. You can learn more through case studies and influencer marketing courses online.

5. Content Marketing: Crafting compelling content that resonates with audiences is more important than ever. It’s about telling a brand’s story in a way that adds value to the consumer experience. Resources for learning include content marketing courses on HubSpot Academy.

6. Social Media and Search Engine PPC Advertising: Understanding the nuances of advertising on platforms like Google, Facebook, and Instagram is essential for targeted campaigns and maximizing ROI.

7. Email Marketing: Despite being one of the oldest digital marketing channels, email marketing remains highly effective, especially when personalized and well-segmented. YourPrimer offers a beginner-friendly email marketing course.

8. E-commerce & Social commerce: With online shopping booming, understanding e-commerce is essential. Resources include e-commerce courses on platforms like Shopify Academy and BigCommerce University.

9. Graphic Design: Visual content is more important than ever. Resources include graphic design courses on Adobe Creative Cloud tutorials and Canva’s Design School.

10. SEO and SEM: Search Engine Optimisation and Search Engine Marketing are key for increasing online visibility and driving organic and paid traffic to websites. You can learn these skills through SEO specialization courses on Coursera.

However, the landscape of digital marketing is constantly shifting, and what’s relevant today may evolve tomorrow. Stay informed, stay agile, and keep your skills sharp to thrive in the exciting world of marketing in 2024 and beyond.