1. Create multiple personas. A retired couple look-
ing to renovate their kitchen will have different needs
than a newlywed couple wanting to buy their first
home. They consume information differently online,
they have different online shopping habits, and how
they connect with others will be different as well. If
you target both of these segments, you will need dif-
ferent strategies for each. Creating varying personas
will help you flesh out your strategy.
2. Name your personas. It sounds silly, but naming your
personas will allow you to relate to them as people
and not generalizations. It also becomes easier to refer
to them in planning meetings, rather than listing out all
their details. Millennial Molly, Boomer Bob, and Veteran
Vince are all examples of persona names that use de-
scriptors and personal names for reference.
3. Add a picture to your persona one-sheet. Just like
naming your persona, adding a photo is a way to help
you relate to the persona as actual people rather than
a generic profile. You can use stock photos or Google
image searches to find what you think your persona
would look like as a real person.
4. Alter your personas when you receive new informa-
tion. With research and knowing your customer base,
you will get pretty close to creating accurate personas;
however, new information may become available to
you that changes something for that specific segment.
5. Use free tools like the Hubspot Marketing Persona
generator to create persona one- sheets that are easy
to reference, and walk you through the steps in an
easy to use application.
6. Don’t get too specific. Personas are meant to rep-
resent the major segments of your audience, not the
By creating personas, you set the foundation for
your overall strategy. Understanding when, how, and
where to connect with each segment of your audi-
ence will be key in fleshing out a thorough and effec-
tive online marketing strategy.
Carly Reeves is the vice president for digital advertising
agency 2930 Creative. Based in Dallas, the agency
specializes in creating insightful content aimed at millen-
nials and underserved markets.
31 September/October 2017