The world is awash in content. Blog posts, eBooks, webinars, white papers–you name it, marketers are producing it to connect with prospects. But how do you create content that differentiates your business? What is needed to develop a content strategy that resonates with potential business customers? And how do you streamline the process so you’re not overwhelmed?
This session from Social Media Week 2013 (Toronto) will answer these questions by showing you how to create buyer personas, helping you understand the questions prospects ask at different stages of the sales cycle and explaining the type of content needed to convert leads into customers.
28. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
29. Top of the Funnel
Content:
How to Guides
Best Practice Examples
Templates
Idea Posts
Instructional Videos
30. Top of the Funnel
Indicators they’re
ready to move on:
Sign up for a demo
Visit your pricing page
Download multiple offers
Request more info
31. Middle of the Funnel
Questions they have:
How can YOU help?
Do I need this?
What can I expect?
Am I making the right
choice?
What do I need to consider?
32. Middle of the Funnel
Content:
Case studies
Results & analysis
Decision tools
Demo/Trial
33. Middle of the Funnel
Indicators they’re
ready to move on:
Several discussions with
sales
Decision-makers
brought in
Final proposal
34. Bottom of the Funnel
They’re a customer!
Repeat purchase
Up sell
Support
Customer feedback
Evangelists
36. PIPER PARALEGAL SERVICES
“We help small businesses
collect outstanding accounts
from their customers and
assist with small claims
court when customers don’t
pay.”
38. DOWNLOAD OUR FREE TEMPLATE:
How to
Create Customer Personas
http://bit.ly/YIznx2
39. SOCIAL MEDIA WEEK SPECIAL
ON SPECIAL UNTIL FRIDAY, SEPT 27:
•
Buyer persona workshop
•
Persona summary
•
Content road map
Regular price: $2,499
Buy the package for $1,999 until Friday, Sept. 27
Email: shelley@polarisprinc.com
46. DOWNLOAD OUR FREE TEMPLATE:
How to
Create Customer Personas
http://bit.ly/YIznx2
47. SOCIAL MEDIA WEEK SPECIAL
ON SPECIAL UNTIL FRIDAY, SEPT 27:
•
Buyer persona workshop
•
Persona summary
•
Content road map
Regular price: $2,499
Buy the package for $1,999 until Friday, Sept. 27
Email: shelley@polarisprinc.com