Personas help you hit your targets.
Are you hearing marketing leaders and agencies talk about "personas," and a little unclear as to what they are, exactly?
Let me put it this way - if you're a business owner they're the single most important consideration if you're trying grow your company with a new marketing and/or sales investment. So, here's our definition and how to leverage them with your business.
So, exactly what does "persona" mean, and why are they important?
Personas are fictional representations of your ideal customer. This means that they aren't developed around a single customer, but rather, common characteristics of your favorite customers.
#2 in this article actually talks about the importance of finding better customers and how to go about doing it: Business Objectives Examples that Set the Stage for Success
They should be divided into categories based on their position in the company and other differentiating factors, such as company size and industry.
Well, think about how each of those factors play a role in the way your sales teams communicate with them. For example, Orange Pegs works primarily with business owners, marketing leaders, and occasionally, sales leaders. Each of them care about different things, and speaking to those different cares is imperative if we are to capture their attention.
From our experience, business owners care more about:
- The bottom line
- Growing the business
- Delegating important tasks to competent and motivated people
- Seeing into the future
- Helping the sales teams be better at their jobs
- Proving value
- Better leads
- Sales predictability
- Record-breaking months, quarters, and years
Then, as mentioned, we MUST slice those personas up based on other factors, such as industry or company size. Think about how you would approach a sale with a company generating $10,000,000 in annual sales vs $500,000,000.
Interested in learning more? Check out these tools and articles:
- How to Build a Better Buyer Persona
- Step 1 of a Growth Driven Design Website: Buyer Personas
- How Inbound Impacts the Buyer Decision Process
- DOWNLOAD: Persona template
In conclusion, "personas" are who you are selling your services to. Getting them right is imperative to successful marketing communications, so you attract the right people to your website, and subsequently convert them into good leads.
Click HERE to download a persona worksheet, so you can get started building your today!