Understanding your target demographic is always essential for your marketing efforts. If your message is too broad or geared towards the wrong audience, your school’s enrollment would suffer. Parent personas serve as an effective remedy to this. Building a parent persona can help you understand the people you are targeting in your marketing campaigns. More importantly, it can enable you to understand how to communicate with them, consequently increasing the effectiveness of promotional efforts. Keep reading as we discuss the importance of building parent personas for marketing and how you can benefit from them.
What are Parent Personas?
A parent persona (also known as a buyer persona in marketing), represents a fictional version of your ideal parent or customer. They acknowledge that every parent follows a specific thought process that encourages them to enroll their child at your school. You can use it to connect with parents on an emotional level and make them feel heard and understood. It lets you create a better experience that allows parents to find the information they were seeking when they visit your website or see your advertisements.
According to HIP, using marketing personas can make your website 2 to 5 times more effective and user-friendly for visitors.
You can use several things to create a parent persona. Usually, Montessori schools rely on market research, conversations with parents, email surveys, and website analytics to build parent personas for marketing.
We recommend thinking of a parent persona as a real person who will be on the receiving end of your marketing efforts. It will lend more authenticity to your persona, making it more effective. Here are some of the things that you need to think about here:
1. Background and Demographics
To start, think about the persona’s background and other related information. What is their location, gender, age, marital status, work experience, household income, living situation, etc.? You can also build up questions around their level of education, the type of company they are likely to work for, the number of children they might have, and their hobbies and interests.
Once you have answers to these questions, the next thing you need to consider is identifiers. These are important because they let you identify real people who fit into your parent persona. At this stage, you will consider your persona’s demeanor and their preferred modes of communication. For instance, if they are parents to a young child, do they have time for a lengthy conversation or read a long blog? Perhaps they find it easier to watch video content.
You should also find out which social media platforms they use and the frequency of usage.
If you are building parent personas for marketing, you also need to consider their goals. What are the primary and secondary goals of a parent looking for a suitable Montessori school for their child? How does your Montessori school fulfill their needs and requirements here? Understanding this can help you tailor your content and promotions.
Challenges are a vital part of building a parent persona. They are an extension of the goals you identified earlier and pinpoint the obstacles that prevent a parent from achieving their objectives. For example, can they not afford a Montessori education for their child? Is their home located too far away from any good schools? Have they had a bad experience with a Montessori school in the past and are reluctant to try another one?
5. What Can Your School Do?
At the end of this journey, you answer how your school helps a parent persona meet their goals. Additionally, how can it help them overcome their challenges? Drawing from the example provided above, you might not be able to do much for the first two challenges. However, you can always try and win over a parent’s trust and reassure them their child will be well cared for at your school.
While you’re at it, you also want to identify the objections a parent persona may have regarding your school. Preparing for these questions can allow you to address a parent’s worries and convince them to consider otherwise.
Why Do You Need to Focus on Creating Parent Personas for Marketing?
Having a parent persona in place helps you identify the needs and wants of parents. There’s more to it, though. Here’s a quick rundown of all the benefits you can derive if you use parent personas for marketing:
1. Generate Better Leads
Personas allow you to gather insights on how parents think, what interests them, the type of content they are looking for, and where and how they spend their time. You can use this information to build more targeted campaigns that generate high-quality leads. Catering to the right people at the right places and at the right time will improve your chances of success.
2. Personalize Your Communication
Earlier, we mentioned that building a parent persona can help you communicate more effectively. Once you understand a parent’s thought process, goals, and challenges, you can tailor your marketing content to address these aspects. It also helps you figure out what types of content you should produce and where and how you can promote it. It can allow you to offer more value and differentiate yourself from your competitors.
3. Optimize Your Marketing Efforts
Building parent personas also allows you to improve your marketing efforts in a cost-effective manner. Once you understand which parent personas deliver the best results, your marketing team can tailor your marketing campaigns to suit these personas. You can spend more time attracting people who fit these personas and increase your enrollment rate. It can help save time and lower your acquisition costs.
Building parent personas for marketing can let you create more targeted marketing campaigns that offer results at a low cost. You can build these parent personas using the background, goals, challenges, and identifiers of a parent looking to enroll their child in your school. They help you determine how you can satisfy their wants and needs and optimize your promotional efforts accordingly.
Ultimately, building a parent persona can also help you improve your service offerings to earn parents’ and build a long-term relationship. If you need help creating a parent persona for your Montessori school, get in touch with us today!