Persona in Inbound Marketing: If you don't pay attention to them now, you will regret it later.
Posted: Tue Dec 24, 2024 9:25 am
When I talked about the advantages and disadvantages of the Inbound Marketing strategy , I mentioned personas and asked you to stay calm, because we would get there.
As promised, today I will explain what personas are in Digital Marketing, what they are for and how they impact your Inbound Marketing strategy for small businesses .
If you have ever done any type of advertising, you must be familiar with the term “target audience”, which is the group of people to whom you are going to communicate a product or service. In Digital Marketing, we also take this into account when creating campaigns, but we go even deeper.
In the post about Inbound Marketing, I mentioned that the band database strategy is easy to measure because of the user's Buying Journey. With this data, it is possible to outline what we call a persona, which is nothing more than your ideal customer .
Defining a persona is the first step to creating an efficient Inbound Marketing strategy, as the persona is our guide for content production . And content is the main factor in any successful digital strategy.
But what is the difference between target audience and persona ? I have separated some points that we take into consideration to define each of them, to illustrate the difference:
Persona in Inbound Marketing
Data source: “ Understanding B2B Buyers “ survey
In short, to define a persona you need to understand what your buyer is like and how their online shopping navigation process works .
To define an efficient persona, it is crucial that you conduct research on a group of customers (about 10 well-conducted interviews should suffice), and ask questions such as:
Where do you work and what is your typical work routine like?
What type of content do you consume to solve your daily problems?
What types of social networks do you use and how do you prefer to communicate with other people?
How do you search for a product or service on the internet?
What are your main doubts or concerns when purchasing my product or service?
Read also: Niche Marketing: How to Sell Infoproducts Successfully
This type of questionnaire is used to understand how you will define a content flow that will lead an unknown user to register, engage with your business and purchase your product or service. Your persona will be the user who will consume the content of your Inbound Marketing strategy .
Rock Content, a leading Digital Marketing company, has developed a free and simple software to help you create your persona. There you will find a detailed questionnaire, and at the end you will receive a PDF with all the data you entered there. It is very helpful when it comes to warming up your engines to plan an Inbound Marketing strategy.
To contextualize, I drew a potential persona from here, from Jornada Marketing Digital:
Example of a persona in Inbound Marketing
Creating a Persona helps the strategy of companies of all sizes, but it is even easier for small and medium-sized companies in the Goiás region . Entrepreneurs in this region have greater contact with their customers, so they can conduct efficient research and generate real results for their company.
Before you start thinking about your ideal client, remember:
Creating personas without conducting interviews leads to the failure of Inbound Marketing strategies, says study .
The same research also says that creating Personas is among the 10 habits of companies that always hit targets.
The more information, the better. You’ll need everything your customer has to say to create an effective persona.
So that's it. Let's get down to work and think about who we're going to direct our Inbound Marketing content to.
As promised, today I will explain what personas are in Digital Marketing, what they are for and how they impact your Inbound Marketing strategy for small businesses .
If you have ever done any type of advertising, you must be familiar with the term “target audience”, which is the group of people to whom you are going to communicate a product or service. In Digital Marketing, we also take this into account when creating campaigns, but we go even deeper.
In the post about Inbound Marketing, I mentioned that the band database strategy is easy to measure because of the user's Buying Journey. With this data, it is possible to outline what we call a persona, which is nothing more than your ideal customer .
Defining a persona is the first step to creating an efficient Inbound Marketing strategy, as the persona is our guide for content production . And content is the main factor in any successful digital strategy.
But what is the difference between target audience and persona ? I have separated some points that we take into consideration to define each of them, to illustrate the difference:
Persona in Inbound Marketing
Data source: “ Understanding B2B Buyers “ survey
In short, to define a persona you need to understand what your buyer is like and how their online shopping navigation process works .
To define an efficient persona, it is crucial that you conduct research on a group of customers (about 10 well-conducted interviews should suffice), and ask questions such as:
Where do you work and what is your typical work routine like?
What type of content do you consume to solve your daily problems?
What types of social networks do you use and how do you prefer to communicate with other people?
How do you search for a product or service on the internet?
What are your main doubts or concerns when purchasing my product or service?
Read also: Niche Marketing: How to Sell Infoproducts Successfully
This type of questionnaire is used to understand how you will define a content flow that will lead an unknown user to register, engage with your business and purchase your product or service. Your persona will be the user who will consume the content of your Inbound Marketing strategy .
Rock Content, a leading Digital Marketing company, has developed a free and simple software to help you create your persona. There you will find a detailed questionnaire, and at the end you will receive a PDF with all the data you entered there. It is very helpful when it comes to warming up your engines to plan an Inbound Marketing strategy.
To contextualize, I drew a potential persona from here, from Jornada Marketing Digital:
Example of a persona in Inbound Marketing
Creating a Persona helps the strategy of companies of all sizes, but it is even easier for small and medium-sized companies in the Goiás region . Entrepreneurs in this region have greater contact with their customers, so they can conduct efficient research and generate real results for their company.
Before you start thinking about your ideal client, remember:
Creating personas without conducting interviews leads to the failure of Inbound Marketing strategies, says study .
The same research also says that creating Personas is among the 10 habits of companies that always hit targets.
The more information, the better. You’ll need everything your customer has to say to create an effective persona.
So that's it. Let's get down to work and think about who we're going to direct our Inbound Marketing content to.