---
title: Don't Talk to the Hand, Talk to the Persona
description: Know the pain points of your association personas in order to develop an effective keyword strategy while applying the best practices of Inbound Marketing.
---

[BAM! (Better Association Marketing) from HighRoad Solution ](https://www.highroadsolutions.com/blog)

# [Don't Talk to the Hand, Talk to the Persona](https://www.highroadsolutions.com/blog/talk-to-the-persona)

 Written by [Maneesha Manges](https://www.highroadsolutions.com/blog/author/maneesha-manges) | 3/3/16 4:24 PM

So I just finished recording my first ever [HighRoad U Webinar](https://site.highroadsolution.com/highroad-u-webinars) yesterday on how to develop a keyword strategy. I’ll be the first to admit, developing a keyword strategy usually ends up being the last item on my to-do list – forever to be pushed off since something else is always more urgent. I wouldn’t be surprised if there are others who feel the same way – too time intensive and then no one consistently applies it in practice it once it’s ready. So imagine my delight when I discovered that my new team at HighRoad has been putting out marketing toolkits that are ready to use AND you can use them for multiple purposes! In particular, our [Marketing Persona Toolkit](https://pages.highroadsolution.com/toolkit-list) pulls double duty (maybe triple) since Personas are the cornerstone of many related Inbound Marketing activities. You need to know your personas - their pain points and, in particular, how they search for information and what keywords they use, so that you can develop that keyword strategy. It’s not enough to have a sense or “guestimate” your target audience – these days, digital marketers can’t afford any sort of vagueness, especially in the era of hyper-personalization. So buckle down and tackle those Personas! It’s well worth the effort, and once you have an understanding of how your “person” searches for information that you have, you’ll be well on your way to getting that keyword strategy done. As I said in the webinar, the rest of the effort goes into following a consistent methodology and seeing it through to the end. If you find that you need some help along the way to talk it through (or help get it done), well, that’s actually why I’m here, so please reach out!

[View full post](https://www.highroadsolutions.com/blog/talk-to-the-persona)

```json
{
  "@context" : "http://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Maneesha Manges"
  },
  "dateModified" : "2016-03-03T16:24:11.003Z",
  "datePublished" : "2016-03-03T16:24:10Z",
  "headline" : "Don't Talk to the Hand, Talk to the Persona",
  "image" : {
    "@type" : "ImageObject",
    "height" : 557,
    "url" : "http://cdn2.hubspot.net/hubfs/345438/Blog_Post_Images/HighRoad_Personas_for_Inbound_Marketing.jpg",
    "width" : 640
  },
  "mainEntityOfPage" : "https://www.highroadsolutions.com/blog/talk-to-the-persona",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "height" : 60.0,
      "url" : "https://f.hubspotusercontent30.net/hubfs/345438/hrs-logo-2019-navyblue-1.png",
      "width" : 183.47826
    },
    "name" : "BAM! (Better Association Marketing)"
  }
}
```