What is a Persona in Digital Marketing?

What is a persona in Digital Marketing? A ‘digital persona’ is a profile that represents a particular group of people, for example, customers, employees and other stakeholder groups.

A question we faced with frequenty: What is a persona in Digital Marketing.

A ‘persona’ is a profile that represents a particular group of people, for example, customers, employees and other stakeholder groups. It is important to recognise that this is under no circumstances a stereotype, but more of an archetype based on a company’s research of their audience. 

Even though Personas are fictional characters, they help people with similar service needs that the persona has and makes finding what they’re looking for on a website more understandable and enjoyable. 

It is also key to know about negative personas, this isn’t the mean girl in high school or the horrible power-thirsty boss you once had but is simply just a negative, semi-fictional rendition of a company’s less than ideal customers. These could include professionals who are too advanced for your product, students who won’t buy anything off you but will use your knowledge as research which won’t make you any money or profit, or customers who are just too expensive for you as a company.

Why does a Persona matter?

  1. Build Long-lasting Trust – Digital Personas matter mainly for customer experience and service. When someone is looking into a product, service or business, people instinctively gravitate towards websites they know they can trust and are familiar with, it puts them at ease knowing what they are using is reliable and customer friendly.
  2. Product/Service Development & Improvements – if you know your ideal (and non-ideal) customer type inside out, this will give you great insight into how the services/products you supply need to adapt to remain on-trend and interesting to that specific sect of the customer. Companies that fail to realise who their customers actually are will fail to keep pace in today’s quick-moving markets. 
  3. Improve Marketing Effectiveness – knowing your personas and customer types can dramatically amplify marketing efforts. Marketing, be in paid Search, paid social, conferences etc will be vastly more effective if they are created around personas.
  4. Improve UX, UI and Digital Experiences – Who your customers are and what Digital persona they fit in with will massively affect how your website, the mobile application should be built. Online presence is so vital in this day and age with websites now fundamentally acting as the new era’s shop front window and so it’s paramount that it resonates with your customers. 
What is a persona in Digital Marketing? Mans Profile Smiling at Camera

How are digital Personas used practically in Digital Marketing?

First of all, ask yourself about your ideal customer, research that particular demographic, then everything else follows. 

Digital Personas allow you to create content and messages to your ideal target audience and customers that appeal to them. It then enables you to target and personalise your marketing for different segments of your audience. So, get to know your audience well and use it to your advantage.

Often, Personas are given names, to humanise them and make them more relatable to your customers, this is great because the persona can act as if it is a role model for customers to take advice from and they get the idea that as a company you understand customer needs.

Use Google Analytics Data, Google Ads Data and Facebook Data – they all have astronomical amounts of data about almost everyone that comes into contact with these platforms, making them not only the perfect advertisement tool but also the perfect tools to begin identifying your digital personas and negative digital personas. 

  1. PPCPay-per-click performance be it on Facebook, Google Ads or Bing Ads can be vastly improved by creating audiences from pre-defined personas. Rather than simply taking a stab in the dark in your audience’s demographics, interests & behaviours, a persona equipped digital marketer can precisely, effectively and quickly target their adverts as best possible to their target market. It’s paramount to have Digital Personas ironed out prior to instigating any form of PPC campaign if you wish to experience high-performing PPC campaigns
  2. Content – The Content you share will resonate much more with your audiences if curated around well-defined personas – a crucial factor for any business with an online presence in this day and age! Content created around Digital Personas will resonate with audiences more, increase engagement, increase exposure through amplified sharing and thus improve SEO, traffic, lead generation and ultimately sales. Quality content really is absolutely key, and creating it around personas is a surefire way to make sure it hits the right notes.

So, when looking at everything we have talked about above, we now go back to our question; What is a Persona in Digital Marketing? Well, it’s an extraordinary digital marketing tool that requires extensive research from pre-existing digital data, in order to get to know our audience, ideal customers and non-ideal customers inside it. This information, if gathered and extrapolated effectively, can lead to some truly astounding results across any business in areas such as Website UX, Paid Social Media Marketing, Google Ads, content curation and much more. 

Identify your personas and take your business to new levels.



What is a persona in digital marketing? Written by Amelia Dean 

Amelia Dean - Digital Content Creator

21 Jul: Social Media Marketing for Dummies

Things everyone should know before getting into Social Media Marketing to ensure they get the most out of it!

05 Jul: VR In Digital Marketing Is The Future!

In the last five yeas we have seen VR develop more and more and big brands have now jumped on the VR band wagon. Read more on how VR can be a marketing dream!

29 Jun: Top 4 Social Media Ad Platforms for Small Businesses

As a business owner who is eager to grow their business online, it can be tempting to try out different social media platforms to advertise your products and services. However, these platforms cater to different audiences and interests. That is why you must know how each platform works to see whether it is ideal for your business.

21 Jun: How AI is Revolutionising Digital Marketing

How AI can eventually create endless extraordinary opportunities in the world of digital marketing.

20 Jun: Our Ultimate Guide to SEO Audits

An insight into web design trends 2020 to help you improve customer experience and drive lead generation.


When looking at searches to do with SEO, the most common thing people want to know is ‘How Long Does SEO Take to Work for New Websites?’

17 Jun: What is a niche in business & what can it do for you?

An insight into web design trends 2020 to help you improve customer experience and drive lead generation.

11 Jun: 5 Benefits of Social Media Marketing

With the majority of your customers and prospects being on the internet, it is apparent that you need to be on social media to succeed. It allows you to reach more people, connect better with your target audience, establish better brand awareness, and convert more leads into sales. Due to its many benefits, businesses have been incorporating social media into their digital marketing strategies as a must-have.

24 May: How Hashtags Can Help Promote Your Business

The world of social media being so massive it could be hard to find posts, people or businesses you’re interested in as there are so many users of social media. That’s where hashtags come in. How Hashtags Can Help Promote Your Business written by Amelia Dean.

30 Apr: Failed Digital Marketing Campaigns and Why They Failed

Whether that’s to do with how it’s been executed or how it has been received, and the end result of a failed digital marketing campaign can be a huge mess that could really ruin your brand that you’ve worked so hard to create. Learn from these failed digital marketing campaigns.