tWSI

1

JH~ ~C ~NC~BEHIND CREATINGBUYER PERSONAS

Con~nl i' king! And 'ince It doe,n'tlook like it> reign over thedigital kingdom i' going 10 end any time ,oon, it', important tojump on board and leorn how to develop 0 ,upreme conlentmarketing ""'alegy. The Fi", _and very critical ,jep _ 10 anycon~nt pion, i. to build BUYER PERSONAS! How el.e are yougoing to kgure out wh.o 10 tailor all that content 1....9

Let', toke 0 look 01 the lormula lor gothering the right dataand rilen u";ng it to develop accurate buyer pe"ono•.

INV~STIGRH. R~SmRCH. RND CDLL~CT DRTR!

Examine metrics like:

er---c.-{ )-J'----I~ 'r---f~y ......--

Bounce Organic Page Leads viaRates Traffic Traffic Social Media

•~.

http.://www.l--..J

ReferringSites

Collect background datafor possible personas from ...

••

ExistingUser Profiles

Sales Statsand

Transactions

Calls andOutcomes

Overall SalesRevenue

L~ _3.Execute Surveys

Whether conducted via phone, in person, or by web,surveys can collect valuable data like gender, age, geo-Iocation,

income and ethnicity. Some great online survey tools we like,include SurveyMonkey and SurveyMoz.

Gender

Phone

+In Person--

Geo-!.ocation

w.b

Income Ethnicity

CONSTRUCT-~-P~RSONR

1.Hame Him...or Her!

Naming your personas helps createa real picture of an individual.

(/~.:~~~..~~.=~,.~.;:\, "M'k" .''. Ie,'•••..~ ..../. ..•....,. .

2.Analvze: Define Mike's Pains and Heeds

Use the data you collected to outline each persona'spains and needs. Ask yourself questions like:

• What problem is Mike trying to solve?• What does he need to solve the problem?• What kind of information is he searching for?

3.Segment

Walch oul for trends and patterns indemographic or behavioural data.

This will distinguish the different parts of theaudience,which will help in tailoring

your content later!

••

4. Construct the Prome

Now your buyer ~enona is ready to be buill! You have alilhenecessary parts for creating a hypothetical customer profile

including demographics, behaviour, lifestyle and product use.

Lifestyle

I

!Product

U..

Demographics

ABOUT WSI WSI is the world leader in digital marketing and we’re equipped to implement a full suite of Internet solutions. But, of course, we’ll work with you to determine which tactics are best-suited to accomplish your business goals. For more information on the WSI team, check out www.thinkwsi.com