Developing Online Buyer Personas

March 2013

Most businesses operate in…

• Fluid environment• Constantly evolving process..

Are we connecting ? Is our message?

Right Place! Right Time! Right Context!

Deeper the dive..• More attention to detail• Stakes getting higher.

Two Questions.• Who is your ideal

customer?

And

• What information are they looking for?

Help these prospects have me surrounded!

Where, When, Who, Why

How do Prospects find me online?

• What words are they typing to find me!

Do they stay long when they arrive.• Does my website make them feel welcome!

What do they do on my site ?

• Where do they go?

How do I find out?• Observe

What about asking them…• Consult..

I know you know

Where’s the sweet spot!

• It could be

WONGA!

Perhaps……• It the numbers that matter

I might even be …

Job security…

Which in Turn affects…. • Purchase behaviour.

Buyers like these need…..

How is the decision made…..• Are we connecting with the right people?

Who has ultimate…• Authority!

Who controls ….• Purse strings

How long will it take…• To get a decision!

How many people..• Are involved..

In final decision

What info do they need…• To get the Light switch on.

Don’t forget.• Digital Footprint..

How many?• Website Visits.

How many?

• What information are they looking for!

What pages were visited…• Pricing page =

Other pages….• Careers page =

Can you recognise….

Team effort results in..

• Touchdown = Closing the sale!