Buyer Personas: Marketing in the Voice of your Buyers, Not Your CEO
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SPROUT Content Co-founder Debbie Williams discusses buyer personas and how they need to focus on the people who are researching your products and services, not the c-suite.
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Buyer Personas: Marketing in the Voice of your Buyers, Not Your CEO
- 1. @GulfCoastHUG • @sproutcontent Buyer Personas: Marketing in the Voice of Your Buyers, Not Your CEO D e b b i e W i l l i a m s , C C O
- 2. AGENDA ① Welcome and Introductions ② INBOUND Conference ③ Buyer Persona Overview ④ Buyer Persona Questions ⑤ General Q&As ⑥ Closing @GulfCoastHUG • @sproutcontent
- 4. What are Buyer Personas? @GulfCoastHUG • @sproutcontent
- 5. What is a Buyer Personas? @GulfCoastHUG • @sproutcontent
- 6. Buyer Personas represent: 1. Common behavior patterns 2. Shared pain points and challenges 3. Universal goals, wishes 4. General demographic & biographic information @GulfCoastHUG • @sproutcontent
- 7. Buyer Personas are NOT: 1. Target markets 2. Job titles 3. Specific real people @GulfCoastHUG • @sproutcontent
- 8. Identifying Your Buyer Personas • Personas should represent the essential people involved in the research phase, as well as the overall solution, technical and financial decision makers. @GulfCoastHUG • @sproutcontent
- 9. Identifying Your Buyer Personas • Don’t just focus on the C-Suite! • A recent Google study revealed that Millennials now make up 46% of B2B buyers. @GulfCoastHUG • @sproutcontent
- 10. Identifying Your Buyer Personas Millennials are bringing their buying preferences into the workplace: • The Google study showed that 34% of purchasers used their mobile devices throughout every stage of the purchase. • Of those researching business purchases in 2014, 70% used video across the purchase path. @GulfCoastHUG • @sproutcontent
- 11. Buyer personas are the essential first step to creating content and design that is relevant to your audience. @GulfCoastHUG • @sproutcontent
- 12. Knowing your audience is crucial at every point in the sales and marketing process. @GulfCoastHUG • @sproutcontent
- 14. @GulfCoastHUG • @sproutcontent Content to attract visitors Content to close customersContent to convert leads Content to attract visitors Content to close customersContent to convert leads Personas help you create the right content. The right content will most effectively attract your ideal visitors, convert them into leads, and close them into customers. FLICKR USER INPRAISEOFSARDINES
- 15. @GulfCoastHUG • @sproutcontent Buyer Persona Development: Guide product and service development. If you know what your personas are trying to achieve, you can create things to help them reach their goals and overcome their challenges.
- 16. 2 Buyer Personas 101 @GulfCoastHUG • @sproutcontent
- 17. Identify questions to ask to develop your persona (see handout).1 STEPS TO CREATE BUYER PERSONAS Determine how you’ll research your personas and how you’re going to get those persona-building questions answered. Conduct research, and interview real current and past customers. Look for trends in the responses. Use buyer persona-building best practices to transform your research into a complete persona. . 2 3 4 5 Identify your core personas based on their role in the research and buying cycle.
- 18. Buyer personas must be based off of research, not assumptions. FLICKR USER SEEMINGLEE
- 19. Interview current customers. Persona research technique:
- 20. Persona Detail Questions to Ask Role Whatis yourjob role/rolein life? Yourtitle? Howisyourjob/rolemeasured? Whatis a typicalday? Whatskillsarerequired? Whatknowledgeand toolsdo youuse? Whodoyou reportto? Whoreportsto you? Company/Organization Whatindustryorindustriesdoesyourcompanywork/is yourrolein? Whatis thesizeof yourcompany/organization(revenue,employees)? Goals Whatare youresponsible for? Whatdoesit meanto besuccessfulin yourrole? Challenges Whatare yourbiggestchallenges? WateringHoles Howdoyou learnaboutnew informationfor yourjob? Whatpublicationsorblogsdoyouread? Whatassociationsandsocialnetworksdoyou belong? PersonalBackground Age, Family(married, children),Education ShoppingPreferences Howdoyou preferto interactwith vendors?(email, phone,in person) Do you usethe internetto researchvendorsorproducts?If yes,howdoyousearchforinformation? PERSONA RESEARCH GUIDE
- 21. . Always focus on the ‘why’.. FLICKR USER E-MAGIC Motives, not actions.
- 22. Focus on the motives behind behaviors. Not just this… This, too! IMAGE CREDIT: FLICKR USER TIMOVE When doing research and building a persona, pay attention to WHY someone is using a particular tool, looking for a specific solution, or trying to reach a certain goal—and not just the tools, solutions, or goals themselves.
- 23. Bucket research findings. FLICKR USER SHEEP R US As you do your research, collecting all data in one place reveals trends and similarities in the types of responses people give. These trends or common responses are what should make their way into your Persona.
- 25. Tell your personas’ story. Don’t just list facts about them; weave those facts into a detailed representation of who this persona is as a person. Stories provide context and deeper understanding of who this person is than a list of facts ever could.
- 26. @GulfCoastHUG • @sproutcontent Sample Personas
- 27. Add your new buyer persona in HubSpot: This can be used to track leads and allows your prospects to identify on your site, so you can create more targeted content for them. Owner Ollie
- 28. Add in persona details. Put your research to work: input details obtained from persona research. Type in your persona’s main goals: what are they trying to accomplish? What can you help them accomplish?
- 29. Persona contact property automatically created
- 30. New persona now appears in Persona contact property
- 31. Any time this property appears on a form, contacts can self-identify. They’ll then be added to your Contacts database as a member of the correct persona so you can better segment and target your marketing to them in the future.
- 32. Put Your Personas to Work: ① Audit your existing content to be sure you are answering your personas questions and leading them on their journey. ② Develop your editorial calendar around topics they are interested in. ③ Connect with similar personas in social media. ④ Develop a lead generation campaign with this persona in mind. ⑤ Segment your contact lists by persona. ⑥ Match personas with lifecycle stages to map content ideas. ⑦ Create Smart or personalized content to display different messages for each persona. @GulfCoastHUG • @sproutcontent
- 33. THANK YOU! @GulfCoastHUG • @sproutcontent
- 34. @GulfCoastHUG • @sproutcontent Save the Date Save the Date for our Next HUG West Florida Main Library Thursday, October 15, 2015 Topic: INBOUND Conference Insider Scoop 5:30pm-7pm
Hinweis der Redaktion
- Introduction to Buyer Personas-people are already using them
- Introduction to Buyer Personas-people are already using them
- Creating personas is a 6 step process. We’ll go through each of these 6 things you need to do to be successful in greater detail, but let’s start at the top with step 1:
- If any of those assumptions are inaccurate, your persona will be, too. Save yourself the trouble and research first! photo credit: <a href="http://www.flickr.com/photos/seeminglee/4556156477/">See-ming Lee 李思明 SML</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-sa/2.0/">cc</a>
- Although there are several methods, the best and most important one is to start by interviewing your customers, clients, donors, or students--after all, these people your customers for a reason! They’re going to have some great insights into who your personas really are.
- This checklist, a copy of which you can download in the resources section below, covers the 7 main categories you’ll need information about to build your personas. On the right-hand side are some specific questions you can ask to actually GET this information. Examples of persona-building questions are: What does a typical day look like for your persona? What does success mean for them? What are they trying to accomplish? Where on the Internet do they go for information? The ”persona profile checklist” provides generic phrasing and questions to ask to build you personas. Feel free to tailor the questions as much -or as little - as needed to match your industry and the language used in it.
- So ... how do I actually make one? photo credit: <a href="http://www.flickr.com/photos/emagic/56206868/">e-magic</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nd/2.0/">cc</a>
- First, always focus on behaviors: don’t pay attention to WHAT someone is doing, pay attention to WHY they’re doing it. Understanding those motives is essential to creating a great persona, and it also gives you some predictive power! If you know not just what someone has done, but WHY they did it, you can use that to extrapolate what they might do or want to see next!
- You can use whatever is easiest for you - excel, google docs, or even note-taking software like Evernote. Once you start to see trends in the data you’re getting, THAT’s when the time comes to enter that information into the buyer persona development worksheet. Remember- that worksheet is the framework each of your personas will be built off of! photo credit: <a href="http://www.flickr.com/photos/sheeprus/4551642374/">Sheep"R"Us</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
- That’s where the Buyer Persona Development Worksheet listed in the resources section below comes in. You can use this worksheet to organize your research and make sure you’re getting all the information necessary to create a complete persona. Later on, this worksheet will also become the basis for your actual buyer persona(s)! Print out a persona development worksheet for each persona you think you have and use a different one compile information about each persona.
- And lastly, the fourth persona building best practice is to tell your persona’s story. Your buyer persona shouldn’t be just be a fact sheet about your ideal customer—that’s not a persona, that’s a list. Instead, take those bullet points and weave them into a story that provides context and paints a relatable picture about exactly who your persona is.