developing insanely useful buyer personas
DESCRIPTION
Developing a buyer persona before launching into a digital marketing campaign is an invaluable exercise. This is the slide deck used at the Kansas City HubSpot User Group presentation on Buyer Personas by Melanie BowmanTRANSCRIPT
Some things in life are painful
…but necessary!
Going to the Dentist
NOT Going to the Dentist
Exercise
NOT Exercising
Childbirth
Cute baby!
WHAT IS A BUYER PERSONA?
Buyer Personas give you the opportunity with ALL
of your marketing materials to speak
DIRECTLY to your potential buyer.
“Buyer Personas are examples of the real buyers who influence
or make decisions about the products, services or solutions
you market. They inform strategies for persuasive
messaging, content marketing, product or solution launches,
campaigns and sales alignment.”--Adele Revella, Buyer Persona
Institute
Buyer personas are research-based representations of who
buyers are, what they are trying to accomplish, what goals drive their behavior, how they think,
how they buy, and why they are making buying decisions.
--Tony Zambito, Buyer Persona Blog
“In short, buyer personas are fictional, generalized
representations of your ideal customers. They help you
understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific
needs, behaviors, and concerns of different groups.”
--Hubspot
Buyer Personas answer this question:
What is the most unique about your solution …
and most important to this buyer?
Class Exercise Time
What would be the possible different buyer personas for a University?
WHY HAVE BUYER PERSONAS?
Personas allow you to personalize or target your marketing for different segments of
your audience.
Instead of sending the same lead nurturing emails to everyone in your
database, you can segment by buyer persona and tailor your message according to what
you know about those different personas.
Brittany BowmanMusician Extraordinnaire
HOW TO CREATE(INSANELY AWESOME)BUYER PERSONAS
Interview customers either in person or over the phone to discover what they like about your product or service.Look through your contacts database to uncover trends about how certain leads or customers find and consumer your content.
When creating forms to use on your website, use form fields that capture important persona information.Take into consideration your sales team’s feedback on the leads they are interacting with most.
Good, old-fashioned Google search.
Buyer Persona Research Notes
Buyer Persona Example
Buyer Persona in Action -Home Page
Buyer Persona in Action -Interior Page
CONCLUSION
Is creating an effective Buyer Persona difficult?
Is creating an effective Buyer Personaworth the effort?
