Upload
jani-aaltonen
View
291
Download
1
Embed Size (px)
Citation preview
SMART- goals
•Specific (täsmällinen | konkreettinen)
•Measurable (mitattava)
•Achievable (saavutettavissa oleva)
•Relevant (relevantti)
•Time-related (aikaan sidottu)
Semi-fictional representations of your ideal customer based on real data and some select educated speculation.
BUYER PERSONAS
Every marketing activity you take, moving forward, will tie back to your buyer
personas.
FLICKR USER DECLANTM
Everything ties back:• Keyword strategy
• Website content
• Blog posts
• Offers
• CTAs
• Landing pages
• Thank you pages
• Lead nurturing emails
• New services
• New products
FLICKR USER
Persona Detail Sample question to Ask
Role What is your job role? Your title?
Company/Organization What industry or industries does your company work/is your role in?
Goals What are you working to accomplish?
Challenges What are your biggest challenges?
Watering Holes How do you learn about new information for your job?
Shopping Preferences Do you use the internet to research vendors or products?
SAMPLE PERSONA RESEARCH QUESTIONS
BACKGROUND:• He runs a small business that he started after a career in the industry• Married with a couple of children• He’s been running his own business for about 3 years
DEMOGRAPHICS:• Typically in his mid 40s
IDENTIFIERS:• Drives a modest vehicle• Achiever with entrepreneurial flair• Determined individual and a natural leader
GOALS:• Has high ambitions for his business • Can see great opportunities in his marketplace for growth• Likes to be his own boss
CHALLENGES:• Cash flow can limit growth potential • Lenders aren’t too helpful about borrowing funds to grow• Income can be a little erratic at times due to business cash flow• Occasionally has to borrow funds to borrow money which causes stress• Isn’t on the same wavelength as his accountant
SOUNDBITES:• “Sometimes, it’s difficult to do it all, and I just feel so stretched at times .”
GARY THE BUSINESS OWNER
THE BUYER’S JOURNEY
Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give a name to their problem.
THE BUYER’S JOURNEY
Prospect has now clearly defined their problem or opportunity, and given it a name. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity.
AWARENESS CONSIDERATION DECISION
User Behavior
Research & Info Needs
Key Terms
Content Types
BUYER STAGES
Have realized and expressed symptoms of a potential prob-lem or opportunity
Research focused on vendor neutral 3rd party information around identifying problems or symptoms
TroubleshootIssueResolveRisks
UpgradeImproveOptimizePrevent
SolutionProviderServiceSupplier
ToolDeviceSoftwareAppliance
CompareVs.versuscomparison
Pros and ConsBenchmarksReviewTest
Have clearly defined and given a name to their problem or oppor-tunity
Have defined their solution strategy, method, or approach
Committed to researching and understanding all of the available approaches/methods to solving their defined problem or oppor-tunity
Researching supporting docu-mentation, data, benchmarks or endorsements to make or recom-mend a final decision
Analyst reportsResearch reportseGuides & eBooksEditorial contentExpert contentWhite papersEducational content
Webcase/podcast/video
Vendor comparisonsProduct comparisonsCase StudiesTrial DownloadProduct Literature
Example
I have a sore throat, fever, and I’m achy all over.
What’s wrong with me?
Aha! I have strep throat. What are my options for
relieving or curing my symptoms?
I can see a primary care physician, ER, nurse or clinic. The ER costs $$$, but are the
fastest & I have insurance.
Comparison white papersExpert GuidesLive interactions
Live Demo
Buyer’s Journey
Awarness Consideration Decision
Top of funnelGenerates Leads
Middle of funnelGenerates Prospects
Bottom of funnelGenerates Sales Qualified
Leads and help sales to sell