Boy am I excited! And it’s not just because I get to visit HubSpot’s headquarters and have lunch with the Academy team on Friday (although that tops everything on my upcoming trip to Boston – even the Sam Adams brewery tour! Yes, I’m THAT big of a HubSpot nerd!). 
I’m excited because HubSpot FINALLY releases the Personas Tool. That’s right – the utmost important element of any inbound marketing plan of speaking to your personas is now integrated into your robust dashboard in HubSpot.
Haven’t officially established your buyer personas yet? No problem. HubSpot provides a step-by-step tool to creating your personas, complete with a photo for humanization. Simply identify your ideal customer’s roles, goals, and challenges, then create a form field where contacts will be able to self-identify with this persona, and voila! You officially have your buyer persona integrated in your inbound marketing campaign.
This persona now becomes a persona profile within your HubSpot portal and becomes an integral part of your main dashboard to track the analytics associated with each persona. You can share the profile with members of your team, as well as use the profile as a reference to streamline your communication towards your buyer personas.
The personas tool doesn’t stop there.
Create blog content tailored specifically to each of your buyer personas. Because, after all, who else do you really want to be speaking to? If you aren’t generating valuable blog content speaking directly to your ideal buyers, then you’re wasting your time and effort. Now housing your buyer persona information in your HubSpot portals keeps the important information on each of the personas top of mind when creating that remarkable blog content.
Tag new and existing contents with each of your personas. This is a great way to do a bit of spring cleaning to your contacts database, allowing you to revisit your contacts lists and apply the appropriate personas to each of them. Take a strategic approach to really organizing your contacts database by associating your existing contacts with the appropriate personas.
Plus, you’ll be able to view a high level overview of your contacts database right from the dashboard, taking into account the breakdown among each of the developed personas. This provides us with a visual breakdown of the analytics among each of the buyer personas, something we couldn’t perceivably visualize prior to the implementation of this tool.
Develop targeted workflows around each of the personas. This includes the ability to add personas to form fields, allowing contacts to self-identify with your personas. No more trying to figure out which persona our website visitors fall within – let them tell you themselves. This adds much more accuracy to our persona development and maintenance of our contacts database.
Now that HubSpot has truly integrated buyer personas into user portals, we’re able to fully integrate buyer personas into our inbound marketing plan. As we’ve learned all along through HubSpot trainings and inbound marketing best practices, it should be priority to keep your buyer personas top of mind at all times.
What’s your favorite part of the new Personas Tool in HubSpot?
_____
Christy Goodman is senior account executive for WordWrite Communications. She can be reached at christy.goodman@wordwritepr.com and on Twitter @christylgoodman. 
