If You're Thinking About Inbound
Marketing, You Need to Identify Your
But it Doesn't Have to Hurt.
Clearly identifying your buyers in a way that enables you to reach them in a meaningful
way and motivate them to action is extremely important - a cornerstone to your
So, how can you create a profile, outlining a specific set of traits, behaviors, goals, and
motivators, without becoming overwhelmed by the technicalities?
It can be as simple as thinking about an actual favorite customer (or two or three). So,
do that now - think about one happy customer you really enjoy working with. Got
it? Good! Let's proceed with our example persona. In our example, you're a software
provider, but the outline works for any kind of business.
MY NAME IS
Him Your Ideal
HINT: It's not his fabulous
smile, but do use a photo it makes him more real.
VP of Sales
Passionate about sales, Thomas
also has a great sense of humor.
Loves Doctor Who and his dog,
What Are His
Fill more executive positions.
Find more .net programmers.
Lack of qualified candidates.
Not enough brand exposure.
Think Back to The Sales
Process with Thomas
What concerns did you have to
with your competitor.
What does Thomas do in his spare time?
What goals does he pursue in his personal life?
Travel with Family
Buyer personas can get much deeper than this,
but even now, you have a pretty good handle on
our imaginary Thomas. Think of him every time
you market your business.
Every ad you create, every blog post you publish,
and every social media update that goes out
should speak to one or more of your personas.
Because you know Thomas' interests and where
he gets his information, you should also adjust
WHERE you're publishing, both online and in print.
Share your personas with all your employees, and
invite them to make changes or add new personas
using the same method you used. Keep adjusting