The Power of Persona-Based Messaging
I need to be transparent and let you know I’m a Hubspot fangirl, girlie, aficionado, you get the point. I've used digital marketing tools since 2007. During this time, I have continuously depended on HubSpot, which has been the most valuable resource in my journey to mastering persona-based marketing. The platform has profoundly impacted my understanding of this critical strategy.
While the concept of tailoring messages to specific audience segments existed before, HubSpot has been a pioneer in making this strategy accessible to marketers. The rise of digital marketing channels like email and content marketing created a demand for practical guidance, and HubSpot responded by providing clear, actionable steps, free tools, and templates. This enabled marketers to easily create highly effective, persona-driven campaigns. Building upon this little love letter, let’s delve deeper into the nuances of persona-based messaging across B2B, B2B2C, and B2C models.
A one-size-fits-all approach to messaging is ineffective in today’s competitive marketplace. To truly connect with your audience and drive results, you must deliver targeted messages that resonate deeply and understand that you probably have more than one audience. This is where persona-based messaging becomes essential.
Regardless of the type of product or service you’re trying to move, the difference in messaging should address the recipient’s pain point complemented with an opportunity to add value.
B2B focuses on businesses selling to other businesses. Oftentimes, the decision to purchase or invest in a product or service is considered, meaning the process depends on a multi-step customer journey (something I’ll address in another article). Conversion could be expensive and may entail a long-term vendor relationship. Decision-making processes often involve multiple stakeholders with varying priorities. It's crucial to differentiate between influencers and decision-makers.
Influencers* can sway the decision-making process without final approval. Messaging for influencers should focus on education and demonstrating how your product or service can solve their specific challenges. As a senior level marketing communications person, but not the CMO or Executive VP, I’ve often found myself as an influencer. It’s important to note that the influencer might also be the person that uses the product or service the most and that there are likely more than one influencer per decision-maker.
Among other tactics, a great tool to share with an influencer is a Reason Why Document for them to share with a decision maker. This document or collateral simply but comprehensively outlines the value props, cost benefits, and efficacy data points of the product or service.
Decision-makers hold the final authority and are typically focused on ROI and risk mitigation. Messaging for decision-makers should emphasize the bottom-line impact of your product or solution.
B2B2C introduces an additional layer of complexity, as businesses sell to other businesses who ultimately sell to consumers. Creating personas that represent both the business buyer, and the end consumer is essential. Having worked in higher ed publishing, I’m very familiar with this type of sale. The publisher would a book or solution to a school or professor, but then the school or professor would need to ensure that the student would buy the book or subscribe to the digital solution.
In this case, though the school or professor was the middleman the messaging focuses on how the product or service would enable better student outcomes, a message or need that could be carried over from the Business customer to the Consumer customer. At the point of purchase, whether in a bookstore or online, new consumer messaging would highlight something new about the edition or some upgrade about the user experience.
B2C focuses on selling directly to consumers. While it might seem simpler than B2B or B2B2C, understanding the nuances of consumer behavior is crucial. Before fleshing out the persona types, you need to know whether the purchase is a simple transaction, even immediate or if it’s a considered one. Then you can write out personas based demographics, psychographics, behaviors, and needs. For instance, a fashion brand might target a young, trend-conscious persona with messaging focused on style and self-expression, while a home appliance company would focus messaging on efficiency, cost, and sustainability.
The core principles of persona-based messaging remain consistent across all three models: identify distinct audience segments, understand their needs and pain points, craft compelling messages, choose the right channels, and continuously optimize. By investing time and resources into developing tailored messaging, you can build stronger relationships, increase customer loyalty, and ultimately drive business growth.
HubSpot offers a wealth of resources to help you master persona-based messaging. Check out their blog, webinars, and templates for practical guidance and actionable insights.
HubSpot Blog: Explore articles on topics like buyer persona development, messaging frameworks, and content personalization.
HubSpot Webinars: Attend live or on-demand webinars to learn from industry experts about persona-based marketing strategies.
HubSpot Templates: Access pre-built templates for creating buyer personas, customer journey maps, and content calendars. These are the tools I’ve used most often. Thank you, Hubspot! 🫶
Remember, the key to success lies in a deep understanding of your audience. By speaking directly to their needs and desires, you position your business as a trusted partner and increase the likelihood of achieving your marketing goals.
Would you like to delve deeper into a specific aspect of persona-based messaging, such as creating detailed personas or developing effective messaging strategies for a particular industry or business model? Be in touch!