Why Marketing Personas Can Help You Optimize Your Digital Content

26 Nov,2018 by Bertrand Blancheton
Marketing Personas-Swiss Digitalmarketers

What Are Marketing Personas?

Marketing personas are a great way to be more specific about and speaking directly to your customer’s needs. If you’re looking to improve the relevance and impact of your online content, use personas.

Our colleagues at Hubspot define marketing personas as:

“…fictional, generalized representations of your ideal customers. Personas helps us …internalize the ideal customer we’re trying to attract, and relate to our customer as real humans.”

Everything from content creation to client acquisition and retention will benefit from developing solid marketing personas.

By understanding the needs, wants and values of your prospective customers you’ll find out how to best speak to them.

The Basic Marketing Persona

Depending on the size of your market, it is recommended that you create three to five personas to represent your audience.

With this number of personas, you can account for the diversity of all your customer, while still being specific enough to focus on unique needs and values.

Some of the basics parts of a marketing persona include:

  • The name of the personal
  • Job title
  • Demographics
  • Goals & Challenges
  • Values & Fears
  • Marketing Message


How To Build Marketing Personas

Marketing personas are as much based on hard facts as on your audience insights and estimations. There are many different sources of information that you can use in order to build your own personas. But some of the key ones we like are:

Web Analytics

Your website analytics tell you where your clients come from and how they find you. Keywords reveal the needs and problem that lead your audience to you, as well as the channels they use to get there.

Social Media Listening

Another source of rich data for personas is social media.

Go to where your audience hangs out on Facebook, Twitter, LinkedIn, Instagram and etc., and listen to them discuss their needs, problems and values.

Don’t forget to check reviews of products and services similar to your own on Amazon and Yelp. They are great indicators of what customers think your competitors are getting right and wrong.

Client Surveys & Interviews

Never discount the power of client surveys and interviews. The only ones who really know what your customers want are your customers. So ask them! You might be surprised by what you find!

Talk To Your Team

Lastly, customer-facing employees in your business may have important insights into your customers and market. They spend the whole day communicating and working with your customers, ask them for their insights and you’re bound to find some valuable nuggets of information.

Closing Thoughts

When you pull this all together you’ll have a detailed profile of your ideal customer. This profile will help you target your customer based on their actual needs, with a message they understand and care about. Personas are the foundation of sucessful growth hacking and great evergreen content.

Use marketing personas to optimize your online content and create a better experience for your customers.


What is your experience with marketing personas? Have you ever used them? Where they helpful?

We’d love to hear what’s worked for you in the past or what you’re excited about trying in the future, in the comments below.


Bertrand is an expert in online customer acquisition. Prior to his entrepreneurial involvement, Bertrand worked as a digital marketing manager for several large Swiss companies. He has also been recognized and honored several times for his work as a marketing innovator and top Swiss digital influencer. I offer free group consultation called "Coffee and Funnel". Let's meet! «Swiss Digital Marketers »

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