Goal Talk Podcast Episode 4: Identifying Your Perfect Customer Persona

Goal Talk Podcast Announcement Image

In case you’ve missed it, we recently released our latest project here at WordStream: the Goal Talk Podcast. Aimed around bringing small business owners and marketers the information they need to successfully grow their thriving business, each episode features an interview with a marketing or management expert on vital topics for digital marketing success.

In last week’s episode, I sat down with WordStream’s Senior Product Marketing Specialist Elaine Stone to outline exactly what a value proposition is and why it’s so pivotal to the success of whatever product or service you’re selling. We discussed everything from what a value proposition is, why you need one for your products or services, how to write one, and some examples that we love. If you haven’t heard that episode yet, you can listen here before moving on to this week’s episode.

This week’s topic: Customer personas

So you now know what a value proposition will do for your business and how you can use one. The next step? Understanding exactly who you’re speaking to so you can better tailor your messages to those who are likely to purchase from you. Enter buyer personas.


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A buyer or customer persona is a semi-fictional representation of the attributes of the people that are likely to make a purchase from your business. This includes specific features like personal attributes, motivations, behavior patterns, and goals specific to the people that make up your growing customer base. These personas can become tools for your business, as they can be used across all facets of a company. Personas help marketers, sales professionals, and support staff relate to and more effectively communicate with the people they are trying to bring into their business umbrella.

There’s some work you need to do to get your personas in place, but once you have them mapped out, you’ll be able to more effectively market your business and, therefore, motivate some purchases.

In this week’s episode with WordStream’s Director of Product Marketing Erik Mansur, we take time to discuss the topic of personas. We cover:

  • What a buyer persona really looks like.
  • How it can be used by marketers and business owners.
  • How to create personas that are specific to your business.
  • Businesses that may not need personas to be successful.

And much more! Throughout the episode, you’ll get valuable insights into just how much catering to your business personas will help you in achieving success. You can find this week’s episode on Apple Podcasts and Spotify, as well as your favorite podcast app. Also, don’t forget to watch new episodes on our YouTube channel, and follow along on Twitter for episode releases and to join the conversation.



About the Podcast

The Goal Talk podcast is all about giving small business owners and marketers the information they need to succeed. From advertising tactics that help you personalize your message for your customers to management styles that will help your employees perform at their full potential and feel satisfied in their role, we’re sharing valuable takeaways to help you and your business flourish by interviewing the experts and sharing their insights. Listen here.

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