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August 27, 2015
By Dolly Howard
By now, you've probably heard that every tech company should be using storytelling as a means of relating to their potential customers and encouraging adoption. Just like a product story, you need to know and create your customers’ stories. Why is this important? In short, the better you know someone the better you can provide them service, solutions, and a place of trust. Ask yourself, “Who are my customers?” If you don’t know the answer, or you only know their job titles, it is time to get to work. It all starts with buyer personas.
Buyer personas are a semi-fictional representation of your ideal customer. You develop personas using real data and inferences based on your experience. Buyer personas should include information about goals, main motivations, demographics, and behavior patterns (and what actions those patterns trigger).
A buyer persona is not the same as a target market, a job role, or a real customer. They are also not dependent on specific tools or technology to exist. Instead, a buyer persona is created when there are:
Creating a buyer persona can take a lot of work, but your marketing and sales experience will be much more enriched. Remember that buyer persona creation is ongoing. You made add or remove personas as you learn and research more.
Have you created buyer personas for your company? Are you using them? Let us know by tweeting us at @smartbugmedia.
About the author
Dolly Howard was formerly Director of Marketing for SmartBug Media. Previously she worked as a senior marketing consultant leading SmartBug Media clients in strategy for lead conversion improvement and total marketing ROI. As a past HubSpot employee, Dolly is excited to share her knowledge and help enterprise companies grow their business. Read more articles by Dolly Howard.