Inbound Marketing 101: Establishing your buyer personas

As you begin to construct an inbound marketing strategy. Keep your audience in mind and generate a number of buyer personas. This will allow you to envision your target customers as you produce valuable content for them.

Buyer personas are fictional representations of the real-life customers you are targeting.

If you work in staffing or recruiting, you may want to reach out to job-seekers. Companies who are hiring. Visualizing these ideal members of your target audience will help you envision their needs, values, and even their preferred way of viewing and using content. It will ultimately aid you in building content, messaging, and even products and services, that appeal to those personas.

How can you build a variety of buyer personas to envision as you write blog posts, post social media updates, and create content offers?

First, envision a few broad categories of users.

In the case of a staffing firm, these broad categories may be job-seekers and companies who are looking to hire.

Now, break these groups down further.

Under the category of job-seekers.

You might envision recent college graduates, people making a career change, or employed professionals with expertise that makes them in-demand.

Under the category of hiring companies.

You might have growing start-ups, large companies who may be looking for a different staffing firm, and companies which use many temporary and contract employees.

Now that you have six well-defined buyer personas, think about what defines them.

  • Where do they live?
  • What are their interests?
  • What is their education level?
  • Are their certain websites or social media platforms they use more frequently than others?
  • What would their reason be for clicking on your blog post?
  • Why would they be interested in the products and services you have to offer?


Once you’ve answered these questions, build a short bio for each buyer persona. Now you’re ready to start crafting content that will specifically target users by appealing to them as human beings.

When writing a blog post, envision buyers who might be interested in that post, write it with them in mind. You’ll find that your content becomes more personalized and tailored, and that communications with your potential customers become more effective.