So now that you understand what the different types of personas are that you can possibly create, it’s time to start creating them and this is where our Library Databases and other online resources come in to help you!
There are typically four steps:
Article by: Aaron BeashelB2B SaaS marketing consultant, https://buffer.com/library/marketing-personas-beginners-guide/. Retrieved 09/23/2022.
Without personas, how do you know which message will appeal to your target market’s needs?
Or where to reach your audience to build awareness and drive them to your website?
Or what to write about in your content marketing efforts?
Or how to talk to your audience on social media?
The problem is, most of the literature on marketing personas takes you down the path toward: “John has a wife, 3 kids and a dog’ … which has never proved all that helpful for me. How does John’s family portrait help me write good copy or content? It doesn’t.
That’s why I wanted to write this article to share my experiences and learnings from creating marketing personas at several companies over the years. Let’s dive into the details.
My favorite definition of a marketing persona came from Ardath Albee, who I think is probably the definitive source when it comes to B2B personas. Her definition is:
"A marketing persona is a composite sketch of a key segment of your audience." Ardath Albee
Let’s break that down a little bit:
Here are a couple of other personas I have developed and used in different ways that you may want to consider:
Detractors – Detractors are the other people in the buying cycle who can potentially derail the sale even if your main persona is all for it. This is particularly common in complex B2B sales with longer sales cycles and multiple people involved.
Influencers – Influencers are people that, although they may not directly buy the product, are influencing the actual buyer so significantly and at such scale that it is worth investing time into these people. A good example of this is accountants who tell small business owners which accounting software to use, or web designers who tell their clients which CMS to use.
Anti-personas – An anti-persona is the exact opposite of a marketing persona. It is a fictitious character that represents a set of people who aren’t your target customers. Just to clarify, creating an anti-persona isn’t saying you’re going to actively block these people from using your product or service, it’s just saying you’re not going to focus your marketing efforts on acquiring these people. Here are a few scenarios where it makes sense to have an anti-persona: