Inbound Buyer Personas That Attract, Engage, + Delight
Buyer personas are more than inbound building blocks. They're the keys to your inbound success story, unlocking your capacity to connect with the humans you need to reach most.
Personas Help You Impact, Influence, + Inspire with Precision
Creating buyer personas is often treated as a check-the-box task. Surely, you know who your personas are. So, your marketing team can create them quickly, and then get onto the "real work" of inbound, right? Wrong! Even if you think your team "knows" your customers, developing positive and negative buyer personas is critical to your success. Our unique methodology will empower you to refine your strategies, enhance customer experiences, and increase conversion rates, unlocking powerful news levels of customer connection.
Why HubSpot Buyer Personas Matter
Want to know a secret? One of the top reasons organizations fail with inbound isn’t a lack of drive or resources — it’s a lack of clarity and consensus around who you do (and do not) serve. HubSpot buyer personas give you that clarity and consensus and so much more.
Deep Audience Insights
Imagine having a crystal ball that reveals what your customers truly think, feel, and desire. Buyer personas are that crystal ball, offering a view into the psyche of your target audience, beyond basic demographic data.
Tailored Marketing
Take the guesswork out of marketing strategies that might work, based on assumptions and hunches. Buyer personas help you develop clear strategies that cut to the heart of what your customers truly need and want.
User Journey Mapping
From visitor to customer, each human you serve takes a unique journey to that final “Yes!” Buyer personas help you map this journey across key touch points and opportunities to attract, engage, and delight.
Increased Conversions
If you want your brand messaging to drive meaningful action, you have to know who you’re talking to. Buyer personas will empower you to craft messaging that strikes a cord deep in the hearts of the humans you serve.
Resource Efficiency
By focusing your efforts on the most relevant audience segments, buyer personas help you allocate your marketing resources more efficiently. With a more targeted approach, you guarantee that no dollar goes to waste.
Competitive Edge
If you want to stand out from your industry competitors, buyer personas will show the humans you serve you see them, understand them, and hear them better than anyone else. You’ll also stay ahead of market trends.
Our HubSpot Buyer Persona Process
Based on decades of collective inbound and HubSpot experience, the Sidekick Strategies approach to buyer personas is an alchemical blend of art, science, and good ol’ fashioned creativity.
Buyer Research
First, we don our detective caps with an in-depth investigation of the humans you serve. We accomplish this through a blend of interviews, surveys, group brainstorms, and extensive data analysis.
Negative Personas
We also develop what we call negative buyer personas — the humans who are better served by others in your industry. This will help you automagically filter out prospects who are not the right fit for what you sell.
Persona Creation
Next, we translate our findings into insights that illuminate customer patterns, preferences, and challenges. The result is buyer personas that include narratives of goals, fears, behaviors, and much more.
Implementation
Finally, we transform your new persona intelligence into action across key points of your inbound strategy. From messaging and content, to conversions and nurturing, your personas are ready to work for you.
Why Choose Sidekick Strategies?
As a certified HubSpot Agency Partner, our team of inbound experts have decades of collective experience in developing powerful, revenue-driving HubSpot lead scoring strategies for organizations just like yours.
HubSpot Certified
We possess almost 100 HubSpot certifications (and counting!) among our team members.
Results-Driven
We’re not paper-pushers. We work tirelessly to drive measurable results for our clients.
Fun + Professional
Yes, we work hard and are passionate about what we do. But we also love to have fun!
Make Industry Waves with Buyer Personas
In the ocean of your industry, you can’t afford marketing strategies that barely make a ripple. Contact us today to schedule your personalized consultation to see how we can help you better attract, engage, and delight the humans who need you most.
A buyer persona is a semi-fictional representation of your ideal customer, based on market research and real data about your existing customers. There are also negative buyer personas, which help you segment out prospects who aren’t the right fit for you, so you only focus on the buyers who matter most.
Buyer personas, both positive and negative, are used to inform decision-making across your entire inbound strategy, e.g., content strategy, marketing automation, conversion rate optimization, and more.
Through a combination of market research, customer interviews, surveys, and analysis of existing customer data. We also conduct group brainstorms of key stakeholders and customer-facing team members to uncover the insights you already possess within your organization.
Yes, buyer personas should be updated regularly to reflect changes in the market and customer preferences. You may also find yourself needing to update, add, or remove buyer personas if your organizational objectives, products, or services change.
On average, between 3 and 5 buyer personas are effective for most organizations, in addition to 1 or 2 negative buyer personas. Of course, your outcomes will be specific to your organization.
Information such as demographics, behavior patterns, motivations, goals, and pain points. Buyer personas will also often include narrative stories that help humanize the fictional character you’ve created to represent that audience segment.
Buyer personas provide sales teams with insights into customer needs and preferences, aiding in more effective sales pitches. Negative personas also guarantee sales reps don’t waste valuable selling time on prospects who are not a good fit for what you do or sell.
Absolutely, they provide insights into customer needs and preferences, which can guide current product/service refinement or new product/service development.
The more detailed, the better. Detailed personas provide deeper insights and more effective targeting. However, it’s important to keep in mind that “perfect is the enemy of good.” Buyer personas can be improved upon over time, and we’ll work with you to know when you’re ready to implement your first-round buyer personas, if time is of the essence.
They guide the creation of content that resonates with specific segments of your audience. Buyer personas should also be used to develop topic-specific strategies (framing, voice, tone, context) in content pieces.
Absolutely, buyer personas are valuable for businesses of all sizes. Buyer personas are not only a tool for larger companies. In fact, buyer personas can help the Davids of the small business world operate strategically like industry Goliaths.
