You may be wondering to yourself what exactly a “persona” is and how is it a secret weapon? It is critical to be aware of your prospects' personas along their buyer’s journey with your company. As an inbound marketing company, you will see someone go from a stranger, to a lead, to a customer, all the way through to a promoter and the persona comes into play every step of the way.

Creating the Persona 

To put it simply, personas are representations of ideal customers you create to help your team develop focused content formation and nurturing strategies. To create personas, you will use information you already have about your target market or current customers. There are several aspects you need to consider to make a comprehensive persona. Here are some questions you can begin with followed by examples:

Ever heard of Dos Equis beer? You probably have, and there’s a good chance that it is due to the wildly successful commercials featuring the “most interesting man in the world”. This character, played by actor Jonathan Goldsmith will officially be retired soon. The popularity of these commercials, and the ensuing brand awareness of Dos Equis have made this campaign one of the most successful of recent advertising memory. With famous lines such as “When in Rome, they do as he does” and “If opportunity knocks, and he’s not home, opportunity waits” it was hard to miss the humor of these commercials.

We've all heard that timeless cliché statement “time is money”. If you’ve ever tried to manage the social media for your own small business, you begin to understand that this statement actually holds pretty true.