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Without a Persona, Just STOP

February 2, 2015

man-rubbing-his-head-sad-239x300I 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.

Building a Persona Template

Laura Lorenz
Written by Laura Lorenz

My goal is to help businesses gain more customers through better marketing. I work with you to create lead generation programs that allow your prospects to move gently along the know, like, and trust path at their own pace. I will enable you and your team to entice fully-qualified prospects to reach out to you. As a Duct Tape Marketing Consultant, I work within the confines of a system, creating fixed steps, documenting and duplicating each step, so that I am able to quickly build foundational components. The focus then moves to operating and innovating the system. That's where the real magic lies. I work with my clients to create a strategy to get found and the tactics to do that, a complete marketing plan. My clients are small to medium size businesses that have become frustrated with their inability to "go to the next level." They value professional assistance.

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