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Buyer Personas: 6 Steps to Creating Buyer Personas

The document outlines the importance and process of creating buyer personas, which are fictional representations of ideal customers based on research and data. It emphasizes the benefits of understanding customers better, targeting marketing efforts more effectively, and personalizing content. The six steps to develop buyer personas include customer attribute identification, data collection, segmentation, persona creation, content and messaging, and execution with adjustments.

Marketing◦Business◦Technology◦
Related topics:
Lead Generation Strategies•
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BUYER PERSONAS:! 6 Steps to Creating! Buyer Personas! Joy Martinez, MBA!
!Objective! •  Learn what buyer personas are, why buyer personas are important, and how to create a buyer persona.!
!What Are Buyer Personas?! •  Fictional, generalized representations of an ideal customer! •  Based on market research & insights – real data, behaviors, and demographics learned through surveys, interviews, and data collection! •  Depending on the business, an organization may have one or two, or many, personas!
!Why Use Buyer Personas?! •  Help understand customers and prospective customers better! •  Map out and create highly targeted content! •  Personalize or target marketing for different segments; brings focus to marketing campaigns! •  Segment out the “bad apples” (negative personas) = which can help achieve a lower cost-per-lead (CPL), a lower cost-per-customer (CPC), & higher sales productivity! •  Gives you the ability to send the right content to the right person at the right time!
Buyer Personas bring more of a human touch to marketing.!
How to Create Buyer Personas 1.  Customer Attribute Identification! 2.  Data Collection! 3.  Segmentation! 4.  Persona Creation! 5.  Content & Messaging! 6.  Execution & Adjustments!
•  2 types of customers: those you want to do business with and those you don’t! •  Look at your own customer database – identify trends in how your leads/customers find & consume content! •  Interview Sales, Business Development, and Customer Service departments! •  Write down attributes of your ideal customer! –  What they care about! –  What are their goals! –  What are their behaviors! ! ! !Customer Attribute Identification!1
! ! !Data Collection! •  Collect data on your ideal customer! –  Demographic (Gender; Job Title; Job Role; Geographic Region)! –  Firmographic (Annual Revenue; Company Size; Industry)! –  Behavioral (What type of content are they interested in; What products or services did they buy; What challenge or pain point are they looking to overcome or solve)! •  Reference CRM & Marketing Automation system! •  Use OneSource, Data.com, Hoovers, D&B, etc! 2
! ! !Segmentation! •  Identify patterns and trends of potential customers! •  Segment the data accordingly! 3
! ! !Persona Creation! •  Depending on the company, how many products/ services offered will determine the # of personas! •  Create a profile for each persona that includes key data points! –  Demographics, Identifiers, Goals, Challenges, Quotes, Objections (Add in Marketing Message & Elevator Pitch)! •  Name the persona and use that name throughout your marketing plan! 4
! ! !Content & Messaging! •  Develop content topics and messaging for each persona profile! •  Determine appropriate content types for each persona throughout the sales/buying cycle! •  Create elevator pitch! 5
! ! !Execution & Adjustments! •  Roll out the buyer personas! –  Align with the customer buying cycle! –  Address the pain points & motivation to purchase in a logical order that aligns with buying cycle! •  Make adjustments to existing personas, or create/delete personas, as necessary! –  New product/services, retired product/services, industry changes! 6
!Summary! •  WHAT: Fictional, generalized representations of an ideal customer based on research & insights! •  WHY: Map out and create highly targeted content in order to better personalize marketing! •  HOW: 6 Steps to Create Buyer Personas:! 1.  Customer Attribute Identification! 2.  Data Collection! 3.  Segmentation! 4.  Persona Creation! 5.  Content & Messaging! 6.  Execution & Adjustments!
TEMPLATE!
PERSONA NAME: ! Background! •  ! •  ! •  ! •  ! Identifiers! •  ! •  ! •  ! ! Goals! •  ! •  ! •  ! ! Challenges! •  ! •  ! •  !
Quotes! •  ! ! •  ! •  ! Messaging! 1.  ! ! 2.  ! ! 3.  ! Objections! •  ! ! •  ! •  ! Elevator Pitch! 1.  ! ! 2.  ! ! 3.  ! MARKETING & SALES PERSONA NAME: !