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Inbound Marketing

Keys to Building a Great Persona

So you’ve Googled the phrase “how to write a persona” and up popped this blog post. Here’s the thing, we knew that you would find us because we wrote this post on a topic about which we knew you would be interested. And we sprinkled it with the keywords we knew you would use as you looked for information on creating a persona.

And how did we know what keywords you’d use? Because before we ever researched keywords or even thought of this blog post’s topic, we wrote a persona for you, our perfect prospect. The blog post topic in which you’d be interested and the keywords we used are a direct result of how well we know your goals, challenges and professional background. You are a member of a very select group: our particular audience, our target market. (It’s wonderful to meet you, by the way!)

Of course, we don’t know you as a flesh-and-blood person (at least not yet). The persona we wrote is just an overview of the people we’ve come to understand – via research – who are most interested in learning how to write personas: marketers and marketing directors. Business owners interested in marketing their company. Owners of startups, franchises, etc. who know a persona’s power but aren’t quite sure how to go about creating one.

So here you go; here are the keys to the persona kingdom. Take a look below.

What is a persona?

Briefly, and as HubSpot puts it, personas are “fictional, generalized representations of your ideal customers.” They help you acquire a “deep understanding” of what the individuals in your target market want and what information (content) they search for as they look for solutions to the goals/challenges they’re facing.

What are the questions/challenges your target audience is facing?

Your next step is to ask questions so that you can drill down to the different individuals that make up your target audience.  Some questions you may want to get answered could include:

  • Their role/job title.
  • Challenges they are facing.
  • What does success look like for them in their role?
  • What industry do they work in and how large is the company?
  • Age, education level, marital status, income.
  • And so on.

Next step: GOOB (Get Out of the Building).

Talk to your current customers and ask them the questions (as suggested above, plus a lot more) to find out what problem your product/service solves for them and how it solves it, as well as why they chose you over a competitor.

Take note of their roles, ages, goals, etc. This will help you know what your personas may look like and what their goals may be depending on their role and goals/challenges.

Remember, the more you know regarding your current customers’ needs and interests and their roles/background, the more  details you’ll have to add to your persona. And the more you know your (fictitious) perfect prospect, the better!

Create the personas.

HubSpot has many examples of personas created by its customers and it’s well worth a look. Buffer also has a nifty overview of what to include in a marketing persona.

Creating personas isn’t rocket science, of course, but if you’ve never really created them before, it may take a bit of time for you to get the hang of it.

Let Ingenex become your one-stop persona-writing shop! We’ve been helping businesses like yours create personas that help you understand your perfect prospect almost as well as their (fictional) spouses do! Contact us today to learn more.

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