I recently attended the first meeting of the West Chester, PA HUG. For those of you who don’t know what HUG is, it's a HubSpot user group. As a marketing consultant in the area, I was excited to see this group form. There were about 25 partners, end users, and people who were interested in learning more about HubSpot and inbound marketing.
We spent most of the evening covering the buyer persona. This is a semi-fictitious representation of your ideal client; the kind you want lots more of. A buyer persona is more than a demographic representation of this person. It takes into consideration their goals and challenges, how you can help them. It also looks at their objections and how you respond. We've written about these before as well. Check out the post here.
Personas help you better understand your customers. You can tailor all of your marketing messages to this persona. It allows you to speak directly to that person. You can cut through all of the marketing noise they receive, because they see themselves in the message and they understand how you can solve their problems.
What I found interesting was the fact that more 3/4ths of the people who had been using HubSpot hadn't ever put a buyer persona together. This is something that you need to do before redoing your website. I say this because you need consider the experience that you want the person who comes to your website to have. Without understanding your buyer, you can’t design an experience that will drive that person to act.
Here’s my call to action for all of you – STOP what you are doing; download our guide to creating a buyer persona. Take the time to develop at least one for your ideal client. Use it when you are developing content and your marketing results will improve dramatically.