Refresher: How to Create a Strong Fintech Audience Persona

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Fintech audience personas are critical for content marketing success. It’s table stakes to understand who you are creating content for – and what they need and want. 

Creating fintech audience personas can be more complicated than the average persona, as there are often purchasing committees, influencers, and other considerations to take into account. If you’re a B2B fintech organization, it’s important for you to understand exactly what your audience is looking for and how to add value. 

What Do I Include in My Fintech Audience Persona?

Building an audience persona includes looking at several different facets of your prospective buyers: 

  • Overview
  • Challenges
  • Needs
  • Information sources
  • Background/company information
  • Values

How Do I Get the Information?

Finding this information will require some research on your part. The good news is that you don’t have to go too far to start. Google Analytics, surveys your company may have already conducted, and your own inbox are all great places to glean valuable nuggets of information about your audience. 

Google Analytics

The first place to turn for insights about your audience is Google Analytics. You can discover where your visitors are coming from, what type of content resonates with them, and which pages convert well.

A few quick reports to reference include: 

  • Check Google Analytics to identify key demographic information about people visiting your site (gender, age)
    • Audience > Demographics > Overview
  • Check Google Analytics to identify what your audience is interested in
    • Audience > Interests > Affinity Categories
  • Check Google Analytics to identify what devices your audience prefers
    • Audience > Mobile > Overview

Your Inbox

While this one might be trickier to navigate, it shouldn’t be overlooked. Depending on your role, you may find that you have access to current customers’ thoughts, questions, and concerns via email. These items can all be used to build out a robust audience persona that outlines how your target audience thinks and what they value. 

Surveys

You can use tools like Google Forms or Typeform to create surveys and questionnaires to send to people. Hint: keep these items short and sweet and incentivize participation where possible. In some cases, you may have already conducted surveys or other research, so be sure to include any relevant findings as you build out your audience persona. 

Industry/Market Research

Industry and market research is a critical component of your audience persona. While qualitative research from your inbox, surveys, and other interviews is certainly helpful, it’s good to scrub that information against other quantitative data. 

If you don’t have the budget to commission your own specific market research, see what other market and industry research may already be published. Look to industry analysts to see where their data can inform your personas. While personas are fictional representations of segments of your buyers, you want them to be as close to “real life” as possible. Leveraging quantitative data can help you do this. 

What Are Other Considerations of a Fintech Audience Persona?

Creating a fintech audience persona chart with all of the information outlined above is a great starting point, but thoroughness is essential. As we mentioned in the introduction to this piece, fintech organizations (or companies selling to other fintechs) face complexities when it comes to effectively honing in on and reaching an audience. 

You’ll want to take note of these factors and include them in your audience persona document where relevant. This could include things like:

  • Personality type
  • Influencers
  • Other buyers

Personality Type

There are plenty of ways to go about identifying what type of personality your audience segment(s) have. Consider looking at Myers-Briggs Type Indicator (MBTI), DiSC, 16 Personality Factor Questionnaire, and more. 

It’s important to recognize that, while you may be selling to one market segment or “title”, people are unique. The more you can zoom in on special characteristics – and use that information to make an impression on your audience – the more effective your content marketing will be. 

The benefit of identifying the qualities, values, and other personality quirks of your target audience is that you can better speak their language when creating content. It’s a way of better understanding how the people you are creating content for are wired – putting you in a position to create content that will resonate with them and compel them to act. 

Influencers

Influencers are important because they have the power to influence the purchase decisions of your target audience. For this reason, it may make sense for you to create content that speaks to this segment, even if they are not your direct decision-maker. 

Alternatively, you might create content that speaks to concerns your target audience may have about their influencers’ opinions. The goal is to understand who has your audience’s ear – and to ensure that you’ve addressed any concerns those people might raise. 

Other Buyers

In many cases, B2B fintechs are selling to a purchasing committee. When multiple parties are involved in purchasing decisions, it’s key to address everyone’s questions and concerns. Identifying other buyers – or secondary buyers – can help you address concerns and questions and further segment your audience into more granular personas. 

Telling the Right Stories to the Right People

Creating thorough audience personas go a long way in informing your content marketing strategy. They can guide the type of content you produce, the topics you cover, and how you organize content on your owned channels. Beyond that, they can also provide valuable information about how to distribute and promote content and marketing campaigns.
By identifying with and understanding your target audience and their content needs, you can create content that adds value, serves their needs, and provides helpful information. Fintech audience personas also play a foundational role in creating narratives and stories that will impact your audience. This is critical for fintechs who can lean on storytelling not only to educate but to build trust and credibility with their audiences.

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