We spend most of our days getting by. Every morning, we knot our tie, eat our Wheaties, pin back our hair, push through the office front door, and before we know it, it's time for our 3 o'clock cup of coffee. The day is mostly gone, ticked away task by task in the noble pursuit of getting things done. And it is a worthy pursuit—the honest work of moving business along.
Social distancing is the hottest new term in our culture's arsenal. The unique side of this is that it is not so much of a social disconnection, as it is an experience of physical distance. We've had years of being social online, with people we have never met. Outside of your Mom wishing you and the kids would visit more, the pressures of distance have been eased by Facebook, Google Hangouts, FaceTime, and others. Yet, the challenge that so many are experiencing right now is not how to be more socially present, but how to cooperate and collaborate well in their space.
For small to medium-sized businesses, having the right tools can mean everything when it comes to their success. When you're running an SMB (small to medium-sized business), there are always more tasks than can be done, more hours required in a day than are realistically available. With business owners facing such an enormous amount of responsibility, the tools they employ become indispensable. Business is a battle, and going in with the wrong tool can be like jumping out of the trenches with no more than a water gun in your hand.
So, you're sitting in a meeting, and someone starts dropping acronyms like there's no tomorrow... You're reading the P&L, making sure you've got enough ROI on your SEO, and your COO starts talking about Q2 returns YOY, and how your MQLs have been outperforming your SQLs while your COS is climbing.
When creating your marketing messaging, it's kind of important to know who you're talking to. And by kind of, we mean a whole hell of a lot. The best way to define who you're talking to is by creating buyer personas. A buyer persona is a representation of a fictional buyer who fits the profile of your customers. This is more than just assuming general attributes; it's a character based on data.