#cmworld twitter chat on buyer personas with adele revella

#CMWorldBUYER PERSONAS & CONTENT MARKETINGTWITTER CHATFeaturing Buying Persona Institute’s Adele Revella @BuyerPersonaand Content Marketing Institute’s Joe Pulizzi @JoePulizzi

#CMWorld • contentmarketingworld.com

http://twitter.com/buyerpersona

https://twitter.com/joepulizzi

http://contentmarketingworld.com


Buyer Personas & Content Marketing #CMWorld • Twitter Chat

Q1 How are a buyer persona and a target audience different? #CMWorld




Audiences are about job title, industry, etc. Buyer personas tell the full story about

how and why a buyer makes a buying decision #cmworld

@buyerpersona

Many people confuse target audiences with buyer personas, so they’re missing

most of the value #cmworld

@buyerpersona

@CMIContent A1: Buyer persona = well-defined segment of target audience;

more precise in terms of characteristics, needs, behaviors #CMWorld

@MelClarkMkt

A1: Buyer persona describes motivations, needs, strategies. Target audience

describes more granular info, ex. demographics. #cmworld

@WhatRunsWhere


https://twitter.com/buyerpersona


https://twitter.com/MelClarkMkt

https://twitter.com/WhatRunsWhere



Q2: What are the main questions you ask when developing a buyer persona?

#CMWorld




The first question is: Take me back to the day when you first decided that

you needed to solve this problem, what happened #cmworld

@buyerpersona

A1: What influences them! (news, blogs, sites, memes) #CMWorld

@MichaelMooneyy

Marketers need to focus on asking good probing questions. The buyer’s first

answer will never provide deep insight #cmworld

@buyerpersona

@cmicontent A2: What is this persona’s reality, needs, challenges,

influences & communication style #CMWorld

@MelClarkMkt



https://twitter.com/MichaelMooneyy





Q3: Are certain questions – demographic vs. job/seniority vs. how they consume

info – more valuable than others?#CMWorld




Just have a conversation, find out what mattered to them, what content helped

as they made a choice #cmworld

@buyerpersona

@cmicontent A3: Their decision-making process & influential factors are key.

#CMWorld

@MelClarkMkt

Find out which content helped them to decide that your competitors solution was

easier to use #cmworld

@buyerpersona

A3 The buyer isn’t always looking to buy, but they’re always looking to get

better at their job. Figure out how you can help that. #cmworld

@njh287





https://twitter.com/njh287



Q4: How do you find people to interview to develop buyer personas?

Is your sales dept willing to share customer contact info? #CMWorld




The senior marketing exec should talk to the senior sales exec about the results

marketing will deliver w/this insight #cmworld

@buyerpersona

Individual sales people might resist, so get with senior sales execs and focus on

the benefit of insights #cmworld

@buyerpersona

A4: start with existing customers. Find out why they chose you. #CMWorld

@MichaelMooneyy

@cmicontent A4: Past/current clients for insight on actual market + leads you didn’t

convert for realities you may have missed #CMWorld

@MelClarkMkt








Q5: How many interviews are enough to develop a persona? #CMWorld




A5: That is a quantitative question and this is qualitative research, but we generally

recommend 8 interviews to begin with #cmworld

@buyerpersona

If you need more data to convince stakeholders, follow up with a survey to validate the

interview results #cmworld

@buyerpersona

@JoePulizzi Agreed, no set # and ongoing is optimal. I’d recommend having SET

# to make sure it’s happening consistently. #learning #cmworld

@njh287

@jenkobylar @CMIContent @buyerpersona We don’t have a rule but constantly

keep ears to the floor and ask for feedback, good AND bad #cmworld

@MelClarkMkt








Q6: How do you decide how many buyer personas your company needs

to create? #CMWorld




A6: Start with a decision you want to influence and interview those buyers to

see what is different about how they decide #cmworld

@buyerpersona

Create a new buyer persona only when there are differences in buying insights,

demographics = too many personas #cmworld

@buyerpersona

Organize interview results with the 5 Rings of Buying Insight for buyer personas,

explained here: http://t.co/kCfd6RT0Vr #cmworld

@buyerpersona

A6: make sure not to create a new persona just b/c you encounter a new buyer

job title #CMworld

@SFerika





https://twitter.com/SFerika



Q7: What are the main differencesin developing buyer personas for

#B2B vs. B2C? #CMWorld




A7 B2B buyers usually invest more time & effort in buying decisions so they can

tell you how & why they decide #cmworld

@buyerpersona

The difference is not B2B vs B2C but high consideration vs low consideration

#cmworld

@buyerpersona

For low consideration or B2C, demographics are often all you have to work with

because buyers don’t know why #cmworld

@buyerpersona

A7 IMO B2C: single decision-maker, shorter duration, simple value prop;

B2B: many decision-makers, longer, more complex value prop. #cmworld

@njh287








Q8: Once developed, how should that buyer persona dictate your

#contentstrategy? #CMWorld




A8 5 Rings of Buying Insight: Priority Initiative, Success Factors, Perceived Barriers,

Buyer’s Journey, Decision Criteria #cmworld

@buyerpersona

A8 Each Ring of Buying Insight has 3-5 Key Thoughts. 5 insights x 5 thoughts

is 25 potential topics for content #cmworld

@buyerpersona

A8 At the intersection between what you want to market and what buyer wants

is core message strategy #cmworld

@buyerpersona

Insights tell you the questions your buyers ask PLUS the answers they

long to hear #cmworld

@buyerpersona








Q9: How often should we be updating our buyer personas? #CMWorld




A9 The goal is not buyer personas but buyer expert marketers. Experts are always

investing in their craft #cmworld

@buyerpersona

A9 We recommend that marketers conduct 1-2 interviews per month forever to

maintain status as buyer experts #cmworld

@buyerpersona

A9 - Just like content marketing is not a campaign (there is no stop date), our

buyer persona work is never done. #cmworld

@JoePulizzi

A9: When your metrics drop. Always be analyzing! #CMWorld

@MichaelMooneyy




https://twitter.com/JoePulizzi




Q10: What companies/brands have been successful in developing

buyer personas? #CMWorld




@Insightera Using segmented emails, a library of resources, content mgmt systems.

Seems like you guys have got that covered! #CMWorld

@WhatRunsWhere

A10 Most clients will not allow us to disclose their names. Symantec is one

exception. #cmworld

@buyerpersona


https://twitter.com/WhatRunsWhere




Want to learn more?Want to discuss the latest trends in content marketing and get advice from some of the experts in the content marketing community? Every Tuesday at Noon Eastern, join the CMI team (@cmicontent) and a special guest as we discuss key content marketing topics. Simply follow #cmworld on twitter to join the conversation.

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#cmworld twitter chat on buyer personas with adele revella

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