Where to find the facts
- Your CRM or customer list, sorted by value
- Questions people ask on calls and in messages
- Reviews, which show what customers care about
- Platform insights, like age and location of followers
Real customer data beats guesses. A 20-minute review of your last 50 customers often tells you more than a survey.
A simple persona
| Field | Example for a roofing company |
|---|---|
| Who | Homeowner, 35 to 65, owns an older house |
| Problem | Storm damage or a leak, worried about cost |
| Trigger | A storm, a leak or a home sale |
| Doubts | Will this be a fair price and a clean job? |
| Where | Facebook, local groups, Google search |
Turn personas into content
Each doubt becomes a post. "Will it be a fair price?" becomes a video explaining how quotes work. Each trigger becomes a campaign, like a storm checklist after bad weather.
Watch the ad rules
Some industries face targeting limits on ads. Housing, employment and financial products ads cannot target by age or gender on Meta. Build personas for content anyway, but plan ads within those rules.
Good example. A roofer builds two personas, storm-damaged homeowners and home sellers. Its posts answer each group's doubts, and inquiries rise.
Bad example. A roofer targets "everyone aged 18 to 65." Posts try to please all and speak to nobody.
Read how to choose content topics. Our social media marketing builds personas from your customer data.