每个营销人员都应该关心两个角色，即使他们从不购买

在Hubspot，我们经常谈论角色。那是因为入站营销实际上是在创建以角色为导向的营销，可以帮助您在最舒适的渠道中与梦想中的客户互动。在讨论角色时，我们通常会谈论买方personas以及如何识别它们可以帮助您创造真正喜欢的营销人员。

但是，角色还有很多其他用途，特别是两个人（至少是为了本博客文章的目的）。尽管他们可能永远不会成为客户，在营销中，您仍然应该始终考虑两个角色。这些人可以帮助您产生更多的入站链接，社交份额和电子邮件向前，并可以帮助您获得影响力并提高思想领导力的信誉。这是两个other所有营销人员都应考虑 - 即使他们永远不会成为您的客户 - 以及如何与您的日常营销活动一起思考。

公司粉丝bob全站app

让链接到您的内容并在其社交网络上分享的粉丝is an important part任何现代内容策略。在某些市场中，为您的买家角色创建出色的内容自然会吸引许多链接和社交份额。例如，HubSpot为不同类型的营销人员创建许多内容。这些营销人员中的许多人也有能力与他们的网络共享该内容或从其博客中链接到它。

现在考虑这种情况的一个网站fering, say, plumbing services. It's a lot different, right? The people who buy their services probably won’t be the same people who will link to their site or share it on social media. Their buyer personas may not be as active online, have their own social media accounts, or a blog to link out from. Thus, they need to develop a persona for people they want to turn into fans.

样本公司的粉丝bob全站app角色：乔治水管工

Let's call the first persona this company could target "George the Plumber." This persona is directed toward other plumbers who are using inbound marketing to generate awareness for their own company. These people are active online and have the resources to provide you with a link or share it with their network.

有很多方法可以开发您的“公司粉丝”的个人资料。bob全站app您可以采访其他水管工，进行小组调查，对其他管道网站进行分析，以确定谁链接到它们，更重要的是，他们链接到谁。检索某些信息的另一种快速方法是通过称为FollowerWonk的工具。这是您要做的：

1）VisitFollowerwonk并搜索您的目标角色。在此搜索中，我们将结果范围缩小到“纽约”，但对于在线不太活跃的角色，我建议不要添加位置。例如，纽约只有34位Twitter用户在其生物中拥有“水管工”。当您删除纽约时，有4,000多个。

2）复制FollowerWonk搜索URL并将其粘贴到TagCrowd. You will get back a list of other common words these people have in their Twitter bio. This could help you identify other interests that plumbers have, giving you things they may link to or share on Twitter.

There could be multiple “Company Fan” personas for any one business. For example, staying within the plumbing sector, here's a good example of apiece of content that is targetinga separate or sub-persona -- those who care about clean water. This piece of content has attracted over 343 unique links so far, and lots of social shares. Think of it as thelong tailof persona targeting.

The purpose of content is to attract the right kind of visitors who will turn into happy and successful customers, so in most cases you want to create content for your买方personas. But inbound marketers looking to widen and strengthen their online footprint should consider a separate persona for a "Company Fan" that will probably never purchase from you, but will help you spread your content and brand message. This focus will help you, over time, bring in more people that actually will become a future customer.

The Influencer

有影响力的人是可能不会向您购买产品的角色的另一个例子，但可能会对您的品牌成功产生重大影响。他们是您市场上的人们，可以通过单击按钮来帮助您的内容在更大的受众面前，添加围绕您的产品，服务和内容的社交证明，并通常可以帮助您发展品牌。

第一步是确定一些现实世界中的影响者，您可以以您的角色为基础。为此，我将使用FollowerWonk，并将我的追随者与其他两个HubSpotter进行比较，@dianaurban和@mallikarjunan：

There are 26 people who we all follow. These are people who are influencers to us. Clicking on that link will show me who they are:

You could then manually create a list for these and keep an eye on what type of content your influencers share, or if you're a HubSpot customer, you couldautomate the whole process using HubSpot's social media tool：

接下来要做的是将影响者分为不同的类别，并弄清楚如何开发他们实际关心的内容。当您将所有内容共享在一个方便的列表中时，这会变得更加容易。“影响者”角色之一可能看起来像这样：

With these tweaks to your day-to-day marketing, you can now make influencer marketing part of the content mix you produce. Again, this may never get you direct sales from the influencers themselves, but will really help to get your brand name mentioned in the right circles and even get you indirect sales from that awareness.

The most important personas for your business are your buyer personas, but the same techniques can be used to create personas that will benefit the rest of your inbound marketing.

您使用哪些非购买者角色来告知您的入站营销？

Image credit:妮可自1972年以来