How to Build Target Audience and Create Customer Personas for Your Hair Business

I have been streaming on The Hair Business Blueprint Channel for almost 30 days in a row. It’s insane, right?

Though I had tons of ideas in my head, I needed help to organize them.

So, I reached out to ChatGPT as I guessed I could make use of my subscription.

Luckily, it didn’t give me AI half-cooked weird thoughts.

As I was streaming, one topic caught the attention which was targeting the right audience.

This process can be tiring as you set the tone for your hair brand.

In the beauty industry, you can target different niches, each one is unique on its own.

Should you aim for the male hairstylists or the end users?

The middle-aged or teens?

The list can be long.

However, today I’ll help you to get your head around it.

Target Market Knowledge

What works on someone, can’t work on another.

Your problems are distinctive from other people’s problems.

Your brand is an extent to that and should revolve around solving a certain problem that your niche having.

Working from there things can get pretty easier.

Study closely the broad audience so that you are able to comprehend its complexity.

Then work to narrow it down to demographic and psychological characteristics.

Demographics like age, gender, and location.

Psychological traits like interests, situations, belief systems, and pain points.

In addition to their buying behaviors, do they prefer to shop online or in a store? What are the platforms they’re using to buy?

Do they pay in cash or installments? Do they buy hair for day-to-day life or buy it for infrequently for occasions?

You will then have a couple of segments that you can logically categorize into clear mindsets.

Market Research

You can get tip-offs from your salespeople in your store.

You should figure out hair marketing trends in 2024.

You can do surveys in crowded places related to your business.

Actually, it’s like building a case out of books sometimes, you don’t necessarily have the resources, so you can improvise on this a little.

Like asking family, friends, and even strangers that seem friendly.

Some people enjoy interviews, you can benefit from that.

Also, you might do one of these hair quizzes on social media. To get a lot of information in a fun way.

Just be prepared with a criteria in mind, that you need to test it in reality.

Prepare good questions that you can strategize out of it later.

Questions related to what scares your customers off, and what attracts them to a brand.

Creating Customer Personas

Imagine if you are selling to one person exclusively.

What are this person's age and gender?

Where does she live?

What makes her stay up late at night?

How does she have fun?

How does spend her free time?

Does she read?

How does she make her decisions?

How does she talk?

What makes her angry or frustrated?

What are her worries?

What are her desires?

Give her a name, revise the data from your previous research, and the patterns you found, and then blend this into a unique character like an imaginary friend.

Keep all of this relevant to the hair industry.

You will be selling to this person even if she is under a different name.

Customer Persona Applications

This persona will affect the products you choose, for instance, you won’t sell 3D Mink Lashes for old people.

Also, it will change your marketing massively.

Middle-aged people are heavily on Facebook, but teenagers and Gen Z are on TikTok and Instagram.

If you’re aiming for B2B you could look into Linked In.

Your campaign visual and ad copy will change based on the segment, as each group will need a different message.

The customer persona will define your brand tone of voice, the words you use, and the words you don’t get nearby.

A culture will be born out of this targeting that helps you sculpt your brand more accurately.

If you sell high-ticket items only, your copywriting should sound like it was written for elites.

If you sell common products, you can be fun and approachable.

If your brand depends on emotional value, your writing should be encouraging, empowering, and warm.

Evaluation

You should set SMART goals: (Specific – Measurable – Achievable – Relevant – Time Bound).

Also, you can use A\B testing to test different messages on the same segment, or one message to different segments.

Getting back to adjust and refine is the key.

Nothing is written on stone.

When you achieve 100K in sales you will still lack the wisdom to earn 1 million, and when you make 1 million, you still don’t know the road to the 10 million.

Keeping learning while being consistent about it, is your only shortcut to success.

And install the Dropship Beauty App to sell hair immediately.