developing insanely useful buyer personas

Some things in life are painful

…but necessary!

Going to the Dentist

NOT Going to the Dentist

Exercise

NOT Exercising

Childbirth

Cute baby!

WHAT IS A BUYER PERSONA?

Buyer Personas give you the opportunity with ALL

of your marketing materials to speak

DIRECTLY to your potential buyer.

Adele Revella –Buyer Persona Institute

www.buyerpersona.com

“Buyer Personas are examples of the real buyers who influence

or make decisions about the products, services or solutions

you market. They inform strategies for persuasive

messaging, content marketing, product or solution launches,

campaigns and sales alignment.”--Adele Revella, Buyer Persona

Institute

Tony Zambito–Buyer Persona Blog

www.tonyzambito.com

Buyer personas are research-based representations of who

buyers are, what they are trying to accomplish, what goals drive their behavior, how they think,

how they buy, and why they are making buying decisions.

--Tony Zambito, Buyer Persona Blog

“In short, buyer personas are fictional, generalized

representations of your ideal customers. They help you

understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific

needs, behaviors, and concerns of different groups.”

--Hubspot

Buyer Personas answer this question:

What is the most unique about your solution …

and most important to this buyer?

Class Exercise Time

What would be the possible different buyer personas for a University?

WHY HAVE BUYER PERSONAS?

Personas allow you to personalize or target your marketing for different segments of

your audience.

Instead of sending the same lead nurturing emails to everyone in your

database, you can segment by buyer persona and tailor your message according to what

you know about those different personas.

David Meerman Scott–The New Rules of Marketing & PR

www.webinknow.com

Brittany BowmanMusician Extraordinnaire

HOW TO CREATE(INSANELY AWESOME)BUYER PERSONAS

Interview customers either in person or over the phone to discover what they like about your product or service.Look through your contacts database to uncover trends about how certain leads or customers find and consumer your content.

When creating forms to use on your website, use form fields that capture important persona information.Take into consideration your sales team’s feedback on the leads they are interacting with most.

Good, old-fashioned Google search.

Buyer Persona Research Notes

Buyer Persona Example

Buyer Persona in Action -Home Page

Buyer Persona in Action -Interior Page

CONCLUSION

Is creating an effective Buyer Persona difficult?

Is creating an effective Buyer Personaworth the effort?

NEED HELP?

Melanie Bowmanmbowman@stonecreekconsulting.com913-829-0305