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The What and Why of Personas

The What and Why of Personas

Key Takeaways:

Understand the “what” and “why” of personas 

Learn two key benefits of using them for your business

Discover the best resource you can use to make personas the easy way

So, you know your business’s target audience. Great! But have you taken the necessary next step and broken down this larger target audience into subgroups to fine-tune your marketing efforts? That’s where personas come in. 

What Are Personas?

Personas are detailed definitions or classifications of specific groups of your customers. They go beyond simple demographics to really put a face to these groups in your mind. Personas help you and your team better understand these groups’ motives in making purchasing decisions — and how they interact with your business in the real and digital worlds. 

Personas are detailed definitions or classifications of specific groups of your customers. They go beyond simple demographics to really put a face to these groups.

Why Use Personas?

Two of the most obvious reasons to use personas for your small business are to improve targeting and messaging.

Better Targeting

When leveraging personas to boost your brand’s targeting, you’ll first want to make sure you’re on the platforms these specific groups are on. Next, use targeting factors that may seem unrelated to your product/service but hit the right persona. Say you’re a restaurant, but you’ve identified a persona of young professionals. Your goal is to get more of them to come into your restaurant on their lunch break. Targeting around organizations they follow like Nerd Wallet or Entrepreneur would be an excellent strategy to test.

Better Messaging

Personas can, and should, inform your business’s messaging. Work in elements of your story that connect with the personas you’ve identified. Weave it into your website, blogs, social captions, eblasts, ads, and short-form videos

With regards to content strategy, capitalize on trends that speak to the personas (and avoid those that miss the mark). For example, People & Culture Collective seeks to connect companies with open tech and sales roles with the most qualified candidates. This TikTok leverages a recent trend using a sound clip from the movie “The Devil Wears Prada” because they’ve identified that there is a persona of employees who aren’t into the corporate ladder system. This group would rather be responsible for their own work and would prefer not to manage people.

Personas can, and should, inform your business’s messaging. Work in elements of your story that connect with the personas you’ve identified.

How to Identify & Use Personas

Ready to start channeling personas for your business? While you could spend hours online reading what all of the marketing pros say about making personas, we’ve done the homework for you. Simply download the Technology Therapy® Group Personas guide. It explains personas and their multiple benefits in further detail (and in plain English). And it has step-by-step templates you need to define and establish personas for your business. (Because every business’s personas are unique and it’s time to start understanding the quirks and qualities of yours!) 

Get TTG’s Exclusive Beginner’s Guide to Creating Your Customer Personas!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

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Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

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