Generate Better Leads through Persona Based Marketing

Yes, you heard it right. Persona-based marketing can help you generate better and more targeted leads.

Remember those days where traditional marketing was in trend. Let’s take an example of toothpaste. In toothpaste advertisements, marketers used to show a person having teeth problems and the dentist who recommends the usage of particular toothpaste to overcome dental issues. This is nothing but persona-based marketing. Believe it or not, persona-based marketing has always existed in the field of marketing. The only difference is earlier such approach was referred segmentation based marketing. Be it either demographic or psychographic segmentation.

 However, in Persona-based marketing, the complete user profile is considered and not just one segment. Marketers develop personas based on all possible segmentations i.e. behavioural, demographic, and psychographic to map their target customers’ features.

What is persona-based marketing?

The very first question is what exactly persona-based marketing is. Here, the answer is simple. Persona-based marketing is an inbound marketing practice which keeps the buyer persona in the centre rather than the product or service.

A buyer persona is a fictional representation of your targeted customers. This takes into account their goals, behaviour, demography, interests, pain points and medium of content they consume.

How to create a marketing persona and buyer persona?

Various tools, templates, tutorials, and resources are available online to create personas. However, you need to know the basics of how to create it. The overall process of creating a persona includes the collection of research data, layering and segmentation of data and storytelling to the devised persona.

The steps include:

  1. Survey of online consumer buying trends and their preferences
  2. Interview of customers to understand their buying process
  3. Research on how consumers consume the content or get engaged with online content
  4. Collation of comprehensive demographic information of targeted consumers
  5. Analyse the collected data and confer with the sales team about prospects
  6. Consider current market trends and recent market statistics to finalise the persona
  7. Create a marketing pitch (story) with which your persona/prospect can relate to

Note: In persona-based marketing, the content strategy should be in line with the buyer’s journey. Three major stages of the buyer’s journey encompass:

  • Awareness: Prospect becomes aware of prevalent issues and starts searching for solutions online
  • Consideration: Prospect is in the process of narrowing down the best possible options available
  • Decision: Prospect has reached the final stage of the decision – here, convince them why your offering is the best possible solution for them and persuade them to buy your product/service

Example of buyer persona template

buyer persona template

Why persona-based marketing is a preferred practice?

According to Marketing Sherpa, Persona-based website saw a 210% increase in website traffic, a 97% increase in website generated leads, a 124% increase in website generated sales.

The main advantage of such marketing practice is that here you get a holistic picture of your target customer. Hence, in this case, you are better prepared and able to foresee how your customer might behave or respond to your promotional campaigns.

This insight provides you with an edge over the intense competition. Also, it helps you to beat your competitors with better promotional strategies that are bound to guarantee your success.

You can also have a negative buyer persona. Here, pen down the points that your customers don’t like or don’t want. Accordingly, your marketing pitch should exclude some words.

Example if you are selling CRM software intended for start-ups, your negative buyer persona would perhaps consist of enterprises.

How do personas influence marketing campaigns and lead generation?

The reasons why personas can have a great influence on marketing campaigns and lead generation are enlisted below:

1.  Personalized promotional content

As a marketer, you can take the persona’s perspective into consideration when designing and developing advertisements or promotional content.


Colgate marketers’ broad segments include patients suffering from stained teeth, gum decay, tooth decay, and sensitivity. Hence, all their advertisements are targeted on the solutions to these dental issues.

2. Targeted product descriptions

You can inline your product description with their interests and needs.


The marketing message of Colgate toothpaste is: “1 shade whiter teeth in 1 week’. It indicates that they are targeting the buyer personas that have problems with the shades of teeth.


3. Enhanced Persona-based marketing creativity

Your Persona-based marketing creativity can expand wings since you know who you are going to target and what they are looking for. Based on your market research, analysis and existing trends, you can craft your marketing pitch in a creative way.


This is how Colgate advertises toothpaste for the persons suffering from sensitivity.

how Colgate advertises toothpaste

4. Shortened sales cycle

You can generate better quality leads by utilising personas. Since you know what your personas want, like or don’t like, you can use this information in writing product descriptions. Sending the right message provide you with the excellent opportunity to generate better leads. Such leads can be effortlessly converted into sales.

This is how Colgate explained to its target customers how their teeth can be whitened. It included “power of salt and lemon” as a push.

5. Targeted graphics

Not only targeted content but also you can use targeted graphics when your marketing efforts are buyer persona centric.

example cavity protection toothpaste of Colgate has graphics on its wrapper that attracts kids.

6. Timely modification

You can use forums, public groups, community platforms and social media to learn more about different groups of people. And hence, you can keep updating your buyer personas. However, don’t change it too frequently. Otherwise, you would not be able to judge the parameters that worked well or needed improvements.


Persona-based marketing, since focused on buyer persona and buyer journey, help you creating better leads.

Of course, it might take some effort to create a proper persona, but it will always have a huge impact on your ability to generate high-quality leads. This is because you target your marketing efforts to the people who are looking for product/service providers like you.

Always start your marketing efforts only after creating personas. Focus on the factors that align with your ultimate business goals. While preparing your personas, use your own analytical knowledge too. Don’t just rely 100% on scripted survey forms. It is ideal to start with 2-3 persons in the initial phase. The only key to success is to create more effective content and promote your content effectively. This will drastically improve your ability to generate and nurture leads.

Google’s mobile-first Index – Future of Mobile Algorithm

This post is by guest author, Andrew Gazdecki. This article has been edited and published with the author’s permission.

We’re in the age of the mobile device. Many of us grab our cell phones the moment we wake up, and it’s likely the last thing we see before we fall asleep. Digital marketers seem fixated on trying to label the ‘Year of Mobile,’ but this is just not enough; it is the Mobile Age.

Not convinced? Well, consider that Google is changing website indexing in favour of a mobile version of web pages over the desktop. And, pretty much anything Google says or does is guaranteed to have an immediate or foreseeable impact on the digital marketing world. You can safely take their word as gospel.

This mobile-first index will have a considerable effect on digital marketing, especially regarding search engine optimization (SEO), web design, and mobile development. Thus, this discussion aims to demystify this colossal shift by Google and look at the immediate steps you can take to prepare for the mobile-first future.

Future of Mobile Algorithm

What Does Mobile-First Index Mean?

Indexing is how search engines, like Google, can retrieve relevant web pages and documents in mere moments after a search query is made. The information gathered and placed in Google’s search index is how they formulate their rankings for the results page. Traditionally, Google used to index the desktop version of a company’s website first, while the mobile-friendly version was treated secondarily. Mobile-first indexing means the opposite is now going to occur.

For some businesses treating their mobile website as an afterthought, consider this your wake up call! That said, it is important to note that the mobile-first index does not mean mobile-only. Google will still index your desktop website, but even searchers on a desktop will ultimately land itself on your mobile page.


Why Is Google Doing This?

Google is a business and, like any business, they are significantly concerned with their customer experience. Considering that mobile search has now surpassed desktop (mobile search volume is nearly 60% in the US now), it makes sense for Google to adopt a mobile-first approach. They know that the majority of their users are searching on mobile devices, so it’s only logical to display mobile sites first because these are the pages built for smaller screens and mobile navigation and thereby promoting the most consistently positive customer experience.

In a way, the mobile-first index is Google’s way of enforcing the creation of business websites that are great and functional on mobile devices. After all, when a Google searcher clicks on a website link on their mobile device that isn’t friendly to the smaller screen, it reflects poorly on Google’s search engine and their overall customer experience too.

What’s The Impact of Mobile-First Index on My Business?

The impact of the mobile-first index will be felt by all businesses. We’re talking about a fundamental change in how the world’s largest search engine operates. Google has made past changes to how their crawl bots rank pages in the past, just ask any SEO expert. But, these are mere drops in the bucket compared to this transformative change. It is going to have exciting implications in the way businesses develop websites and optimize them for search.

Considering this impending change and the impact it will have, businesses need to start preparing to ensure that the effect their brands feel is a positive one. In other words, you want your business to thrive in the mobile-first indexed world, not suffer.

In terms of SEO rankings, Gary Illyes and Paul Haahr of Google have said that the goal is for the mobile-first change to have minimal impact on current page ranks. However, this is not a guarantee that this goal will be met or that rankings won’t change over time to favour mobile sites.

With your mobile site about to become the version of your website, it stands to reason that there will also be a significant impact on how much traffic your mobile site gets. To accommodate this change, you need to ensure that your mobile site is optimized and has fast load times. This is a crucial consideration when preparing for the mobile-first index because slow sites, especially on mobile really deter users. A new technology called, Progressive Web Apps, is starting to gain popularity because of its mobile-centric features, like fast loading times.


A Quick Note For Websites With No Mobile Version Available

If you have no mobile version of your website, Google will continue to index your desktop site as the primary version. So, don’t feel that you need to rush to make a mobile site immediately to protect your SEO rankings. That said, it’s not a good idea to delay too much or avoid developing a mobile site altogether. Not only are you hurting your customer experience by not offering a site that is friendly to mobile devices, but the mobile-first index could, eventually, affect your SEO rankings by favouring competitors that have a responsive mobile site.

How Do I Start Preparing My Business For Mobile-First Index?

The answer depends on what your business has done thus far in response to an increasingly mobile-centric future. If you have a great mobile website that functions well on small screen devices and have fluid easy navigation and functionalities, then you’ve already done 90% of the preparation. There may just be a few small changes you’ll want to ensure, but nothing major. We’re already seeing a shift among white label app makers moving to a mobile-first approach using web technology.

On the other hand, if your business has neglected its mobile website, you’ve got a lot more work on your plate to prepare for the mobile-first index. Before you start hitting the panic button, there’s some good news that should alleviate any stress or worry you might be having about the change to a mobile-first index.

First, you still have time. Google is taking the rollout of the mobile-first index slowly. When they first made the announcement back in Q4 2016, they estimated that the process would be completed by the end of 2018. More recently, they said they don’t have an exact timeline for when the process will be completed, but they are most concerned with giving webmasters plenty of time to get ready.

Second, it’s Google. They are unmatched when it comes to equipping their users with all of the tools and know-how that they need to use Google products and adapt to changes like the mobile-first index. If you’ve used Google Analytics, Google Search Console or taken a look at any video series of blog content they’ve published, you know what we’re talking about. There are tons of tools and resources available to make this transition as painless as possible.

To start, take a look at Google’s latest on mobile-first indexing and scroll to the bullet point section. These are all tips straight from Google’s mouth on how to prepare for the impending transition.

Raising Your Mobile Site To The Next Level

Even if you’ve made the necessary preparations to get your mobile site ready for this new Google indexing strategy, your work isn’t quite over. A lot of webmasters are going to adopt the Google-recommended, responsive approach to their website development, which ensures that all of the links, content, images, etc. are present on both your mobile and desktop sites. But, that doesn’t guarantee that your mobile site and subsequent mobile experience is user-friendly.

The user experience is a big reason why webmasters have traditionally made lighter mobile versions of their websites. It wasn’t out of laziness or disbelief that mobile is all that it is chalked up to be, but rather a strategic move. Mobile pages need to be easy to navigate and put the most critical information right at the forefront, so mobile users can quickly and efficiently find the information they need on their smaller screen.

Shifting to a mobile-first index

means these light mobile sites will need to be more fully fleshed out with all of the keyword-rich content and other features that make your desktop website so comprehensive and valuable. This is the real challenge facing webmasters thanks to the mobile-first index: creating a mobile site that is robust, full of all of your most valuable content, but still friendly to how mobile users browse pages and consume web content on their devices.

Google is aware of this challenge, and there will be some changes to SEO to account for this. For example, an SEO best practice for desktop websites is to show all of the content and not hide anything with ‘Click to Expand’ tabs or ‘Read More’ links. The reasoning behind this was that Google devalued hidden content and often didn’t index it all. So, any keywords incorporated in that hidden text didn’t contribute to your SEO efforts.

This won’t be the case with the mobile-first future of Google’s search principles. They understand that mobile sites often use hidden content to improve mobile navigation. Otherwise, the user has to scroll down through giant blocks of text to find what they are searching for. As long as you’re hiding content to improve the user experience, Google will index the page as if all content were visible. This is just one of the ways that SEO and web development is going to change as a result of this big shift.


Considering the impact that mobile has had on digital marketing, Google’s mobile-first approach to indexing was just a matter of time. It’s going to greatly affect the way that we design websites and optimize them for search in the mobile space. Unfortunately, it isn’t certain how extensive the effects will be. We likely won’t know more until Google gets closer to finishing their rollout of the mobile-first index. The best thing you can do, as a business owner and webmaster, is to pay close attuned to Google and any news or blogs they publish with regards to a mobile-first index and take advantage of any and all tools they offer to make the transition easier.

How Infusionsoft Can Benefit Your Dental Marketing Automation

Each and every single product and service needs smart marketing tactic to survive and grow. Dentistry is no exception here. Are you a dentist who is struggling to grow your practice and boost your referrals? Do you want to build trust in your practice? Do you want to help out the patient pool with your treatment recommendations? Do you want to reconnect with the patients who haven’t yet started with your treatments? Have you heard anything about dental marketing automation? Then, this is for you!

A brief about Dental marketing automation

about Dental marketing automation

This is the modern era; gone are the traditional practice days when dentists used to sit in their clinic and treat the patients who accidentally visit them. Max to the max, advertisements were carried out via customary channels like newspapers, televisions or local magazines. Now everything is available online, including the presence of dental clinics. For any query, any doubt, be it a toothache or cleaning of teeth – first of all, a user will run a Google search. And, based on the search results, s/he will dig further.

digital marketing practices

Dentistry has adopted digital marketing practices to quite a significant extent. Here, the marketing of a dental practice is done to educate existing and prospective patients about their services. The digital marketing services are quite common in dentistry. However, apart from website development, SEO and PPC, have you also considered dental marketing automation services? How can they benefit you?

Benefits of dental marketing automation

The right digital marketing strategies will help you get the patients. But, if you want brand awareness, effectiveness in driving the right patients to the practice and securing a positive ROI, you definitely need dental marketing automation services.

Benefits of dental marketing automation

Take a look at the straightforward benefits of dental marketing automation:

1. Convert your website traffic

However good, content-rich and aesthetic your website is – it is not enough to grow your dental practice. Through SEO and PPC, you would be able to drive relevant traffic to your website. But then what next? Is it enough for you? No, driving relevant traffic to your website is just one step towards great ROI on your dental marketing efforts. You, now, need to convert this traffic into your actual customers (here, service consumers i.e. patients).

First of all, you need to analyse who all are coming to your website, what all pages and content they are looking for. What kind of information they access or download from your website. You also need to check whether they are booking any appointments.

All these activities become super easy when you have marketing automation in place. Marketing automation platforms, inThe healthcare sector, open avenues for you to drive your potential patients to take real action.

2. Customised and more targeted responses

You have enough visitors visiting your website. And, based on your analysis, you have also figured out that they are hot leads. It means they can effortlessly be converted into your real patients. But, the real challenge falls now. The only truth you know at this point of time is everyone needs a dentist. How will you tackle each one of them? This is because not everyone would like to avail the same treatment from your dental practice.

For instance, some might want basic treatments like teeth cleaning or teeth whitening. Whereas, some might need advanced treatments like dental implants or dentures.Based on the data and analytics,

you can segment your leads in the following manner:
Segment A: People who need a dentist now for teeth whitening
Segment B: People who need a dentist now for dentures and dental implants
Segment C: People who might need to see a dentist in the future but not now
Segment D: People who are not at all thinking about visiting a dentist

If you fail to attract the hot leads with the right content, your game is over! You need to address their requirements differently. For instance, if your lead is a senior adult looking for dental implants, your message should be appropriate to him/her. And, if your lead is a young girl looking for cosmetic dentistry, your message should be customised and different from the former. How can you use this segmentation to grow your dental practice? Dental marketing automation services are inevitable here. These services help you segment your leads based on their needs and deliver them relevant, right and more targeted messages.

3. No burden on small team size

Unless you have a grand corporate dental setup, you need a helping hand to avoid burdens of your small team size. A single person cannot handle everything, starting right from explaining treatment requirements and procedures, booking appointments to sending them after-treatment patient care advises. Neither can you afford a big team to handle tasks individually.

To avoid this hosted and bustle and make processes more streamlined, you need to have marketing automation in place.

Recommended CRM – InfusionSoft services in your dental practice marketing

By now, you are aware that dental marketing automation services are must for the growth of your dental practice. And, there are many marketing automation tools and CRM available in the market. The immediate question falls here is which one is the best for you and why.

We recommend none other than Infusionsoft services for your dental practice.  Take a quick look at the benefits of employing Infusionsoft services as a dental marketing automation tool to promote your dental practice.

benifites of infusionsoft dental marketing automation


You can integrate AppointmentCore with Infusionsoft and enable patients to set up their consultation. You can create various time slots depending on your availability and buffer time between two back to back appointments. Your prospects (patients) can select a time slot and practitioner (if any) and book an appointment online. That’s how you can easily create an appointment in InfusionSoft. Hence, when someone schedules with you using AppointmentCore, the appointment will be automatically created in Infusionsoft for you. Using this appointment information, you can create automated processes that will help optimize and grow your dentistry practice.

Important note: Each Infusionsoft user can track their tasks and appointments through Infusionsoft.

 2. Send appointment reminders

appointment reminders dental marketing automation

Once the appointment is booked and entered into the system, the real game starts. Infusionsoft will send appointment reminders to the person who has booked a consultation. It will also send a copy of the same email or text to the staff members so that they are also updated. Just take care that the length of your reminder message is as crisp and clear as possible.

3. Request feedback and reviews

feedback and reviews dental marketing automation

It’s tough for any business to request feedback and reviews. Infusionsoft services ease your pain with almost zero effort. You can build a lead nurturing campaign wherein add a stage that shoots an email for feedback and reviews once the patient avails treatment or visits your clinic. You can redirect them either to your Facebook page or Google page. Remember, word-to-mouth is the best strategy for any practitioner. And these social proofs act as word-of-mouth in dental digital marketing.


At times, for any dental practitioner, it is challenging to control the drop-out ratio. For instance, your patient visits you to ask for an opinion about teeth whitening treatments. You recommended zoom teeth whitening based on his/her dental health and hygiene.  However, if the patient does not schedule to start, you can send follow up email reminders to start with the treatment, how it is beneficial, and what all can go wrong if the treatment is not done on a timely basis.

This all can be easily managed by updating your patient data in the practice management system. Infusionsoft can monitor overall appointments, treatment stage of the patient and detect the patients who are still idle and haven’t started with any treatments.

5. Ask for referrals: referrals are an essential part of building your dental practice. It can be earned by delivering services that patients are thrilled about. Further, you need to send reminders and offer incentives for those treatments. By making sure this happens every time for every patient, the number of referrals can only increase in your practice.


Along with growth, survival is also important. Similarly, along with treating new patients reconnecting with the old patients is equally important. Infusionsoft services help you out in reaching your old patients who haven’t turned up for a while. You can send them health tips, newsletters, or even festival greetings. Not necessarily they have to get treated from you all the time. But good relationships are a must. They can help you get the referrals and contribute indirectly to the growth of your dental practice. Not to forget – it also helps in upselling and cross-selling.

Closing thoughts..!

Hope you enjoyed reading this blog. Given that Infusionsoft has so much potential to transform online businesses, there’s a lot of benefit to putting your money on the line as an incentive to make it work. If you still have some confusions in your mind or would like to learn more about how you can grow your dental practice using lifecycle marketing and dental marketing automation services, connect with us.

Are you ready to earn better ROI, more and better patients in your clinic? Get started now and schedule your first and FREE Practice Discovery Session. This session will help on both the ends to find out how best we can provide value to your practice and how best you can overcome your hurdles . This FREE session can be carried out over the phone or face to face depending on your preference and location. The session is completely private and confidential.



In this session, we will help you identify how can you boost your ROI by identifying opportunities in the areas of development, automation and growth