Maximize your momentum with MakeMyPersona, an interactive, indispensable, and free marketing tool from HubSpot, an inbound marketing and sales platform. A persona is a fictional representation of the customer, which goes beyond age and gender. It allows you to tap into other traits that influence loyalty, trust, purchase decisions, mindsets, and opinions. A persona provides market research and real data to tailor your efforts to the right people (as opposed to throwing everything at the wall to see what sticks).
HubSpot describes the importance of a persona this way:
…without knowing who your ideal customers are — their backgrounds, goals, challenges, and so on — it’s very difficult to create an effective marketing strategy to attract more of those types of people. Without understanding your ideal customers inside and out — and integrating that research across your entire marketing funnel — you risk stifling the growth of your business.
Small business owners and marketers should appreciate the simplicity of HubSpot’s MakeMyPersona marketing tool. They’ve done the heavy lifting of a laborious process of building research parameters, including questions, and organizing information into a living, breathing document you can effectively and efficiently use.
When you use the MakeMyPersona marketing tool, keep in mind the difference between a buyer persona and a customer persona. Adele Revella, the author of Buyer Personas, advises that you know how you will use a persona so that you do not collect the wrong information. She succinctly describes the differences in this Quora post.
Personas are focus groups for the digital era. Even Peggy Olson of Mad Men would be inspired.
Does your small business use buyer personas? Have you tried the HubSpot MakeMyPersona marketing tool? Feel free to share your experiences in the comments section of this post.
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GB O’Brien
LGK