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How to Create a Buyer Persona
Table of Contents
1. Overview - Inbound Bound Marketing Methodology
2. The Buyer’s Journey
3. Steps to Create a Buyer Persona
4. Persona Development Worksheet
5. Persona Profile Checklist
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© 2018 Noteworthy Web Design
INBOUND MARKETING METHODOLOGY
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
BlogSocial Media Publishing
Keywords
Calls-to-Action (CTA)Landing Pages
Forms
EmailWorkflows
CRM Integrations
Social Media MonitoringSmart CTA
Surveys
Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer's buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media.
Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.
Decision StageConsideration StageAwareness Stage
THE BUYER’S JOURNEY
Keywords by the stages of the buyers journey
Problem-based keywords Solution keywords Branded keywords
Buyer becomes awareof their problem
Buyer has found yoursolution to their problem
Buyer has made theirfinal purchase decision
Searches may include“What is...” or “How does...”
Searches may end with “...system” or “...application”
Searches include company name or product name qualified with “...price” or“...review”
STEPS TO CREATE BUYER PERSONAS
Identify questions to ask to develop your persona (use the persona profile checklist below for information about what to ask—and paraphrase them as necessary).
Determine how you’ll research your personas and how you’re going to get those persona-building questions answered.
Print out a buyer persona development worksheet for each persona you might have. This worksheet acts as a framework for your persona & can guide your research.
Tell your persona’s story using best practices.
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Compile research and answers to your paraphrased version of questions on the persona profile checklist. Look for trends in the responses you get and add these to the persona development worksheet.
Use the buyer persona-building best practices to transform your worksheet into a complete persona.
PERSONA DEVELOPMENT WORKSHEETBuyer personas are semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demogrpahics, behavior patterns, motivations, and goals.
PERSONA NAME: ____________________________________________________________________
1. How would your persona describe themselves?
2. What is your persona’s job level or level of seniority?
3. What does your persona value the most? What problems are they trying to accomplish, achieve, or are working towards?
4. What are their pain points? What problems are they struggling with that you can help solve?
5. What are their most common objectives to your products and services?
6. What is their demographic information? How old are they, and what is their income range and education?
7. What experience are they looking for when seeking out products or services like yours?
8. What does a day in their life look like?
9. Where do they go for information?
PERSONA PROFILE CHECKLISTPersona Detail Questions to Ask
What is your job role/role in life? Your title?How is your job/role measured?What is a typical day?What skills are required?What knowledge and tools do you use?Who do you report to? Who reports to you?
Role
Company/Organization What industry or industries does your company work/is your role in?What is the size of your company/organization (revenue, employees)?
Goals What are you responsible for?What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Watering Holes How do you learn about new information for your job?What publications or blogs do you read?What associations and social networks do you belong?
Personal Background Age, Family (married, children), Education
Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person)Do you use the internet to research vendors or products? If yes, how do you search for information?
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Contact Us Today
© 2018 Noteworthy Web Design
If you’d like to learn more about our services or discuss how we might be able to
work together, please contact me at [email protected] or 612-865-6055.
We will review your message, do some research about your organization, and contact
you within two business days to discuss your inbound marketing process.
Noteworthy Web Design is an inbound marketing and web design/development agency based in
Minneapolis, Minnesota.
As a HubSpot Certified Inbound Marketing Agency, Noteworthy Web Design specializes in the
creation, execution, and optimization of results-driven inbound marketing strategies for growth-focused companies.