5 buyer persona insights for a content marketing strategy

www.contentmarketingblueprint.com

CMB partner office hours

“Buyer Personas”5 Rings of Insight – Buyer

Persona InstituteEvery Tuesday @3pm Eastern



Max TraylorVP Business Development

Content Marketer’s Blueprint

+MaxTraylor

Linkedin.com/in/maxtraylor


What is the CMB Community?

A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint.

Join the Conversation@CMBlueprint

or +ContentMarketersBlueprint


Today’s Schedule20 minutes: Buyer Personas Presentation

20 minutes: Brainstorm Buyer Persona Services


After the Webinar

www.contentmarketingblueprint.com/blog

• Webinar recording

• Slides

• Blog article


Today’s QuestionWhat are the most important elements of a buyer persona, and how can I apply those elements to a

content marketing strategy?


CMB Sales & Service Process

1. Buyer Persona Information

(Questionnaire)

2. Model the buyer’s journey with content.

(CMB)

3. Distribute the content.

(CMB + HubSpot)


What if your client is wrong?

Thinking you have the right directions is worse than knowing you don’t!


How to tell if you have bad directions?


Who is closest to the Buyer’s Journey.

Customers

• 1st hand experiences• Challenge: Need to break barriers to get the info

Sales

• Lots of experience with buyers• Challenge: They get lied to, and are once

removed

Marketers

• Typically focused on their own brand (not buyer problems)

• Challenge: Poor communication with sales


Buyer Personas as a service:

“5 Rings of Insight”http://www.buyerpersona.com/


Every buyer persona has a UNIQUE set of buying

criteria.


#1: Priority Initiatives

Events that trigger a need for information.

Example from Max’s agency buyer persona:

• Charged with developing a content marketing

service.• Frustrated selling

retainers.• Struggling to maintain

profit margins.


Capture Priority Initiatives

Capture the relationship between the trigger and resulting need for information.

Trigger: Charged with developing a content marketing service.

Goal (Need for information): Develop a content marketing business model.

Section 1 of Blueprint Questionnaire


#2: Success Factors

What factors will make their initiative successful?

Initiative #1: Develop a content marketing service.


• Ease of adoption• Profit margin

• Competitive advantage• Demand of service

• Ultimate success of the service


#2: Success FactorsThe buyer’s specific questions will relate to success factors


Success factor #1: Ease of adoption.

Question #1: How long does it take to develop a content marketing service model?

Question #2: Are there content marketing services that are more difficult to adopt than others?

Section 2 of Questionnaire


#3: Perceived Barriers

What factors would prevent the buyer from purchasing a service model from CMB?



• I won’t be unique• I can do it myself

• Not every client will fit the model


#3: Perceived Barriers


• I won’t be unique• I can do it myself

• Not every client will fit the model



#4: Decision Criteria



• Price• Ease of Use• License model

• Training• Level of service• Proof of concept• Peer approval


#5: Buyer’s Journey

1. What role does the buyer play in the overall decision?

2. What resources or information will they need at each stage of the buyer’s journey?


#5: Buyer’s Journey

“I am the primary decision maker, but I have a business partner”

I want to try it for myself to make sure it works.

I want to see case studies and talk to other agencies using the CMB.

I want to see an example of a content marketing strategy.


How to adopt buyer personas as a service.

Pitch your prospect on creating a content marketing strategy with them.

Option 1: After the questionnaire exercise – if it is clear they don’t have a good understanding of their buyer persona, offer to conduct interviews and help them construct one.

Option 2: Start with what you can get from sales, but include a feedback loop as part of your retainer.


What is a feedback loop?

“CMB Office hour webinars” are used to fill the gaps I have in my buyer persona’s and improve them over time.


Using the feedback is important!


Adele’s Buyer Persona Masterclass

Video Based

How to conduct a fact finding interview.

How to identify the top three priorities and success factors and the top three buyer concerns.

How to determine the number of buyer personas you need to build (Hint: it’s fewer than you think).

10% discount to CMB Partners: $349 $314.1(Code will be sent out to partners later this week)


Download a complete buyer persona example:

http://www.buyerpersona.com/example-buyer-persona


Next Session: Thursday March 27th @3pm“Content Marketing Performance Review #3”

Signup at: www.contentmarketingblueprint.com/2014-webinars