Persona

If you’ve been following my posts on developing Marketing Personas and how to use them, you may be worried that personas are too narrow-focused to bring in enough customers. It’s understandable why you might believe that targeted messaging leaves money on the table. It’s important to remember that digital marketing is different than the decades of traditional advertising we knew before the internet. Digital marketing allows you to reach the most profitable customers on a consistent basis – a detailed marketing persona will help you connect with those ideal customers. Quality over quantity will improve your bottom line. If you haven’t […]

Marketing personas provide value to you as the business owner in understanding the motivations and buying patterns of your best customers. If the concept of a Persona is new to you, back up and read the previous blog post on why you need a Marketing Persona. If you have already gone through the effort of building marketing personas for your business, keep reading to find out the best way to leverage this valuable data for business decision-making. How Do I Use My Marketing Personas? To see persona-driven marketing in action, let’s imagine a marketing campaign for a garden center. We’ll […]

Running a small business demands that we know who uses our products or services and what drives a purchase. Yet, many businesses, big and small lean on basic demographic information to make these decisions. To begin to build a more targeted and effective marketing plan, you need to know more than demographics about your best customers. Building a customer persona takes some time and know-how but can help to clarify messaging, select digital marketing platforms, better target ad campaigns, and provide content ideas that generate more leads and sales. Creating buyer personas, and continually using them to guide your business, […]