Knowing everything you can about your customers is extremely important for both a successful Inbound Marketing strategy and also sales process. One of the most successful methods for developing customised marketing and sales materials is developing buying personas based on your target client base.
What is a Persona in Inbound Marketing?
A buyer persona is a fictional representation of your ideal customers in order to give you an easy way to categorize new potential customers in order to tailor marketing and sales materials to that particular personas needs, wants and personalities.
The persona is developed by bucketing analytical data, demographics, common characteristics and educated speculation.
How to create an Inbound Marketing Persona?
The best way to create buyer personas is to get everyone on the team involved in the creation process. Everyone will have some unique perspectives and insights that will help develop the perfect persona especially the sales and account representatives who work with clients and leads every day.
Schedule a full day dedicated to brainstorming, data analysing and development of personas and make it a fun and engaging experience for everyone.
The general categories that each buyer persona profile should include:
•General Information like “name”, job title, etc.
•Background information to help frame persona
•Demographics of this persona
•Common identifier characteristics
•Goals of the persona
•Challenges this persona
•How we help solve these challenges
•Quotes that this persona would commonly say
•The marketing message we want to send this persona
•The elevator pitch used for this persona based on points of pain and solutions