Posts By: Chad Treadway

Chad is our business development manager. He will help you survey your business needs, ensuring you are educated on your options before suggesting any solution. Chad also has several certifications through HubSpot to better assist you with your internet and inbound marketing.

Read More About: Chad Treadway

Buyer personas at first glance may seem confusing; however, if you own a small business, it’s best to think of them as a fictional, generalized representation of your ideal client. They help you understand your clients or prospects better. This makes it easier for you to tailor content to the specific behaviors, needs, and concerns of different groups you service. The strongest buyer personas are based on market research and insights you gather from your existing client base through surveys and interviews; for most small businesses, one or two buyer personas may suffice to start. As you get more extensive, or if you have broad service offerings, you may need more. However, if you are just starting to think about buyer personas, then start small! Trying to do them all at once will do nothing but frustrate you. Remember, you can always build more persona later if needed.

What are negative personas?

Whereas a buyer persona represents your ideal client, a negative buyer persona represents who you do not want as a client. I like to think of them as that demanding client that no matter what you do or did, are impossible to please! Yes, we have all dealt with them, and if you haven’t, I guarantee you will! 

Take these personas for example:

  • Professionals who are too advanced for your services
  • Students who are only engaging with your content for research/knowledge
  • Potential clients who are just too expensive to acquire

How can you use personas?

At the most basic level, personas allow you to personalize or target your sales and marketing efforts for different audience segments. Instead of sending the same lead nurturing emails to everyone in on your email list, you can segment by buyer persona and tailor your messaging according to what you know about those different personas.

For example, if they own a diesel work truck, why waste time sending them an update about preparing the family car for summer vacations. 

Pro-tip: Take the time to create negative personas; Creating them will set you up to be at a substantial advantage as it will allow you to segment out the “bad apples” from the rest of your contacts. This can help you achieve a lower cost-per-client and cost-per-lead and see higher sales productivity.

When combined with how far along someone is in your sales cycle or lifecycle stage, buyer personas also allow you to create targeted content for your specific clientele.

How do you create buyer personas?

While one can guess and attempt to build your ideal client profile, it is best if they are created through surveys, research, and interviews of your target audience. It will often include a mix of prospects, clients, and those outside of your contact list who might align with your target audience if available. 

Here are some practical ways to gather information to develop your buyer personas:

  • Interview clients either in person, over the phone, or video call to discover what they like about your services.
  • If you have a HubSpot account and the HubSpot tracking code installed, you can use it to monitor your website traffic. Browse through your account to uncover trends about how specific leads or clients find and consume your content.
  • Utilize form fields that capture important persona information on contact and inquiry forms.
  • Work with sales (if that isn’t you). Either ask them or think about which types of leads you or they interact with the most. Which ones wind up being the best fits. Which ones become the “difficult” ones.

In summary

One of the critical things to ensure your marketing is on point is to utilize buyer personas. As the saying goes, specific is terrific, and developing a good buyer persona is no different. Therefore we are offering you our free buyer persona template. It will let you easily organize your research to create your very own buyer personas. If you market with buyer personas, you are not only marketing smarter but selling smarter!

Free Resource: Buyer Persona Guide Download 

We have all heard it said, “buy local”. While we all want to, sometimes it can be hard to find a local company offering the goods or services when we go to Google or large online retailers. This is where Local Search Engine Optimization (Local SEO) comes into play.

The statistical doom and gloom of the service and construction industry’s labor market isn’t just theoretical. Many areas of the world, country, and right here in North Carolina feel the pain; talented, experienced workers are hard to find. Numerous friends, prospects, and clients in the industry have looked at me and said simply, “can you help me find people who want to work.”

Obviously, you want to find and hire employees, but how can you find the best so you can build the best team. While it may seem like all hope is lost, there is an opportunity. Like anything, it is going to take some planning and forward-thinking. With that, here are four tips to help you build the best team for service or construction business.

Chances are you have already searched for something on the internet today. Everyone uses Google or other major search engines to find solutions for their problems every single day and businesses cannot forget to optimize their online presence in this day and age. BrightLocal says 46% of searches have a ‘local intent.’ ‘Plumbers near me’ or ‘plumbers in [location]’ are examples of a search with local intent. Even if the user does not include a location, Google uses the location of the searcher to show the most relevant results. 

Search engine optimization (SEO) can be intimidating to say the least, but it doesn’t need to be. Today, we will be unpacking what local SEO can do for your company.

Local SEO best serves businesses that have a brick and mortar establishment or serve a specific geographic location. Local SEO consists of customized strategies to best fit your company's needs and goals. With many different price ranges, anywhere from $450 to $3000 per month, there is a solution for every local company.