
Personas
TARGET AUDIENCE
Target Audience and Personas
It’s important to understand what motivates the purchasing decisions of your customers and prospective customers so you can prepare content that will motivate them to follow your business and eventually purchase what you’re selling. Once you have decided on your content marketing goals, you’ll need to consider who the people who typically buy from you are and/or the people you want to market to. To do this, you need to do research. If you don’t know where to start, please contact us. We can save you both time and money, then help you use the information in your digital marketing! In the meantime, below are some Persona profiles you might find interesting.
Brand Awareness
Audience Engagement
Website Traffic
Website Conversions
Tailored content, and improved messaging can increase brand awareness to your target audience.
When you tailor your message to a specific audience, you’re more likely to capture their attention and build a stronger connection.
If we know your visitors we can write website content to help them find what they are looking for quickly and easily, they are less likely to leave your site immediately.
We can personalize your content and messages to increase the likelihood of your target audience clicking to email you, completing your form or calling you.





What is a Target Audience?
Many business owners are familiar with the term “target audience”. They are a broad group of individuals who share common characteristics and interests related to the products or services offered by a company.
A target audience is defined based on demographic, geographic, psychographic, and behavioural characteristics. The target audience can include people of different demographics, ages, and backgrounds who share a common interest.
What is a Persona?
A persona is a detailed, fictional character that represents a specific segment within the target audience. Personas are valuable tools for creating more personalized and effective marketing strategies.
A persona is a more detailed and specific representation of a segment within the target audience. It involves creating a semi-fictional character that embodies the traits, preferences, and behaviours of a subset of the broader target audience. A Persona often includes a name, photo, job title, hobbies, challenges, and goals. The goal is to create a vivid and relatable representation of an individual within the target audience.
How to Create Personas
Defining and writing persona profiles seems easy but can be a challenge without doing the proper research. Using the template below, we created a Target Audience then 2 Persona profiles within it. Both Emily and Tom, are in the same Target Audience, but have different Persona profiles because they need something different from the sample Outdoor Equipment Business below.
Outdoor Equipment Business
A company that sells outdoor adventure gear, such as camping equipment, ski equipment, hiking gear and clothing.
Target Audience
Individuals who enjoy outdoor activities, such as camping, hiking, and backpacking. They may have a general interest in adventure and the outdoors. The target audience can include people of different demographics, ages, and backgrounds who share a common interest in outdoor adventures.
Persona 1 - Emily
Outdoor Enthusiast Emily

- Persona: Emily – Outdoor Enthusiast
- Persona
- Demographics: Female, Single, 28 years old
- Interests: Enjoys camping, hiking, and nature photography
- Challenges: Values durable and lightweight gear for long hiking trips
- Goals: Seeks quality gear for both solo and group outdoor adventures
- Shopping Behaviour: Prefers online research and values eco-friendly products
- Digital Marketing Strategy
- Emily is a Persona representing a specific segment of the Target Audience. Creating her Persona will help this Outdoor Equipment Business tailor their marketing strategies to her unique needs and preferences by posting photographs and links of long hikes in her area on Social Media and offering links to the company’s lightweight eco-friendly product line for long hiking trips. Engaging Emily is key, so the goal is to obtain her email address by offering something of value to her like a chance to win a photography class at one of her favourite mountains or be invited to an exclusive event with like minded hikers.
Persona 2 - Tom
Camper, Cross-Country Skier

Persona: Tom – Camper, Cross Country Skier
Persona
- Demographics: Male, Married with older children, 54 years old
- Interests: Enjoys camping and cross country skiing
- Challenges: Finding well made gear for his family camping and ski trips
- Goals: Seeks quality gear for his family adventures
- Shopping Behaviour: Prefers online research, reads reviews.
- Digital Marketing Strategy
- Tom is a Persona representing a specific segment of the Target Audience. Creating his Persona will help this Outdoor Equipment Business tailor their marketing strategies to his unique needs and preferences by posting photographs of families and links to great ski hills to visit on Social Media. Posts will link to the company’s ski equipment product line in the winter and hiking gear in the summer months. Engaging Tom is key, so the goal is to obtain his email address by offering something of value to him like a discount off his first purchase or access to information about how to improve his camping experiences or safety on the ski hill.
Persona 1 - Emily
Outdoor Enthusiast Emily

Persona: Emily – Outdoor Enthusiast
- Persona
- Demographics: Female, Single, 28 years old
- Interests: Enjoys camping, hiking, and nature photography
- Challenges: Values durable and lightweight gear for long hiking trips
- Goals: Seeks quality gear for both solo and group outdoor adventures
- Shopping Behaviour: Prefers online research and values eco-friendly products
- Digital Marketing Strategy
- Emily is a persona representing a specific segment of the target audience. Creating her Persona will help this Outdoor Equipment Business tailor their marketing strategies to her unique needs and preferences by posting photographs and links of long hikes in her area on Social Media and offering links to the company’s lightweight eco-friendly product line for long hiking trips. Engaging Emily is key, so the goal is to obtain her email address by offering something of value to her like a chance to win a photography class at one of her favourite mountains or be invited to an exclusive event with like minded hikers.
Persona 2 - Tom
Camper, Cross-Country Skier

Persona: Tom – Camper, Cross Country Skier
- Persona
- Demographics: Male, Married with older children, 54 years old
- Interests: Enjoys camping and cross country skiing
- Challenges: Finding well made gear for his family camping and ski trips
- Goals: Seeks quality gear for his family adventures
- Shopping Behaviour: Prefers online research, reads reviews.
- Digital Marketing Strategy
- Tom is a persona representing a specific segment of the target audience. Creating his Persona will help this Outdoor Equipment Business tailor their marketing strategies to his unique needs and preferences by posting photographs of families and links to great ski hills to visit on Social Media. Posts will link to the company’s ski equipment product line in the winter and hiking gear in the summer months. Engaging Tom is key, so the goal is to obtain his email address by offering something of value to him like a discount off his first purchase or access to information about how to improve his camping experiences or safety on the ski hill.
"Relevance is a search engine's holy grail.
People want results that are closely connected to their queries."
~ Marc Ostrofsky
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