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October 21, 2015

Setting up your businesses Buyer Personas

By Kate Ellis
Did you miss our awesome #MagnetMarketers session on why you need to set up buyer personas right now? No worries, we got you covered. Here’s what we discussed, featuring Jessika Phillips, April Heavens Woodcock and Mike Gingerich. 


Talk about an eye-opener!

Once you start incorporating buyer personas into your marketing plan, it will change help you move forward in making sure you’re getting the word out to the right people.

So, what exactly is a buyer persona?


They are semi-fictional characters that represent real people you are trying to target in your business. Whereas your tone of voice helps you put a personality to your brand...buyer personas help you put a character to your ideal clients.

Essentially, it’s putting a personality behind your targeted client, not just a demographic, but a real person. It’s knowing who they are and what their needs are, and how you can connect with them to build a know, like and trust relationship.

Buyer personas are all about knowing who you can help specifically, narrowing a broader range of customers and clients to ones who will benefit from your work.

On average, most businesses have at least three total buyer personas they can serve. You can plan them out by starting small and then fine tune them down as you drill down who you can best help.

You can nail down both positive and negative personas. So both finding people who really do well with what you are offering, and perhaps those clients who you have helped before, but it wasn’t a great fit.

Not everybody is an ideal client! Who are you looking to work with? These are the types you want to think about when creating buyer personas.

Buyer personas are an expansion of your marketing, so you know who you are talking to how to speak to them, especially in regards to content and social media.

They’ll help you know where you should be spending your time before you even get on social media.

And they give you a head start on knowing what kind of content to write and how to write it to. It’s a baseline understanding of what your clients need, their problems, and their pain points.

And, it helps with customer service and referral programs, and you’ll know what kind of team members to hire, so there is a connection between potential leads and employees.

Almost every part of your business can benefit from having buyer personas, and it the end it will save you loads of time creating content, on social media, and even with getting the sales you want. If you’re speaking to the right people, you’ll also be drilling down to get leads through the buying funnel faster.

So how do you get started?

Look for trends your customers may have. How are they finding your content, and on what device are they consuming that content on?

By asking questions or listening to the needs of your current clients and customers. Send out simple surveys or make a short phone call.

And, what is your team hearing and reporting from their time with clients?

Luckily there are also a lot of online tools to help you get started with creating a persona. Hubspot, as always, offers lots of resources, so you fully understand who your buyer personas are.

Here is a link to makemypersona.com 

Or if you want to plan the personas with your team offline, download the paper guides here


If you would like to hear the whole conversation, replay it here.  Join us on Tuesdays at 4 p.m. EST for #MagnetMarketers.

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Tags: inbound marketing


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