The value of using personas should be clear, but then the question arises: how do we assign personas to our prospects, leads and clients?

A solid content marketing plan will help you do this. Ideally, you'll use a tool like HubSpot, that makes both the workflows and the CRM integration easy, but this can be done manually or with other solutions. 

In short, create content that will resonate with a particular persona, and track in your CRM which version it is. Using our previous examples, did they select the version talking about emergency repairs or custom improvements?

If your content marketing plan is mapped out, augmented (ideally) with a lead scoring plan, people will actually assign themselves to the right persona in your system, letting you know what information to share next time and, eventually, the sales conversation to have, and when to have it.

And just to state the obvious, in this example, if they download information about "emergency repairs," call now!   

Assign Personas by content from Lone Armadillo Marketing Agency on Vimeo.

Have additional points or questions? Please submit them in the comments below.

 

Topics: marketing, advertising, persona, Sales, Content Marketing, copywriting

Lynne McNamee

Written by Lynne McNamee

Lone Armadillo is led by Lynne McNamee. Having directed the Avis Rent A Car®, Hewlett-Packard Company and Bank of America® accounts, Lynne has deep experience in both strategy and execution for Fortune 50 clients. She is recognized as a unique and creative thinker, most notably for introducing synergies among brands, products and new technologies. Lynne is a senior marketing professional and strategic thinker who leverages data and technology to lead innovative teams to measurable results through UX and omni-channel marketing while building strong client relationships. She has a proven record helping companies increase market share, create sustainable growth and improve ROI by developing focused strategy, actionable plans, sustainable processes and measurable tactics.

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