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A well thought out Buyer Persona can help boost the types of leads you receive, especially if you use the Buyer Personas to craft relevant content that is timely to their sales journey. In addition, the exercise of creating Buyer Personas forces all of us to dig deep and better understand our customers and how we can best help them.
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Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
Using Buyer Personas to Boost Your Qualified Leads
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Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
Table of Contents
Why Are Buyer Personas Important? …………………………………………………… Slide 3
What Are Buyer Personas? ...……………………………………………………………. Slide 4
Why Do We Use Buyer Personas? ........................................................................... Slide 5
What Are Negative Buyer Personas? …………………………………………………… Slide 6
How Can You Use Buyer Personas? …………………………………………………… Slide 7-8
How Do You Create Buyer Personas? ………………………………..……………….… Slide 9-10
Buyer Persona Checklist …………………………………………………………………… Slide 11-12
Sample Buyer Persona …………………………………………………………………….. Slide 13-15
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Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
Why Are Buyer Personas Important?
Buyer Personas are important for the foundation of any Inbound or Content Marketing strategy.
✓ 61% of consumers say they feel better about a company that delivers custom content (Custom Content Council).
✓ 78% of consumers believe that companies who deliver custom content are interested in building good relationships with them.
✓ 90% of consumers find custom content useful.
✓ Accurate Buyer Personas can increase qualified leads IF used to create custom content that addresses the buyer’s needs throughout the Buyer’s Journey.
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Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
What Are Buyer Personas?
Buyer Personas represent the customer base that you are trying to reach. They are universally useful across all industries and the personas are based on real life research.
The Buyer Persona is a fictitious character that represents your ideal customer. It gives you a bird’s eye view as to their needs, their goals and what it is that keeps them up at night. You may also have several Buyer Personas. If you do, that is perfectly fine…just remember to segment!
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Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
Why Do We Use Buyer Personas?
Finding the qualified buyer can be like looking for a needle in a haystack. Using Buyer Personas will:
1. Create a TRUE representation of who you need to reach.
2. Establish your research base to solidify your marketing understanding.
3. Support your content mapping for the entire Buyer’s Journey.
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Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
What Are Negative Buyer Personas?
Whereas a Buyer Persona is a representation of an ideal customer, a negative -- or “exclusionary” -- persona is a representation of who you don’t want as a customer.
This could include, for example, professionals who are too advanced for your product or service, students who are only engaging with your content for research or educational purposes, or potential customers who are just too expensive to acquire (because of a low average sale price, their propensity to churn, or their unlikeliness to purchase from your company again).
Another type of negative persona falls into the “cultural fit” categorization. Not every potential customer brings the right “cultural fit” to mesh with your business values.
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Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
How Can You Use Buyer Personas?
When combined with the lifecycle stage (i.e. how far along someone is in your sales cycle), Buyer Personas allow you to map out and create highly targeted content.
Consider the creation of your Buyer Personas, as the roadmap you will use to create successful direct marketing campaigns.
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Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
How Can You Use Buyer Personas?
There are several ways to use Buyer Personas to boost qualified leads:
✓ Create buyer specific content, as they move through the different stages of their Buyer’s Journey.
✓ Segment your email marketing list, to increase the relevancy of content your buyers receive.
✓ Use the Buyer Personas as part of your lead qualification toolkit.
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(continued)
Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
How Do You Create Buyer Personas?
Buyer Personas are created through research, surveys, and interviews of your target audience. This includes a mix of customers, prospects, and those outside of your contact database, who might align with your target audience.
Here are some practical methods for gathering the information you need to develop personas:
✓Interview customers either in person or over the phone, to discover what they like about your product or service.
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Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
How Do You Create Buyer Personas?
✓Look through your contact database to uncover trends about how certain leads or customers find and consume your content.
✓When creating forms to use on your website, use form fields that capture important persona information. (For example, if all of your personas vary based on company size, ask each lead for information about company size on your forms. You could also gather information on what types of social media your leads use, by asking questions about social media accounts.)
✓Take into consideration, the feedback of your sales team; What leads are they interacting with the most? (What types of sales cycles does your sales team work with? What generalizations can they make about the different types of customers you serve best?)
(continued)
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Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
Buyer Persona Checklist
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1. Job and Career Path
2. Family
3. Education
Background
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1. Male or Female
2. Age
3. Income
4. Geographic Location
Demographics
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1. Primary Professional Goals
2. Secondary Goals
Goals
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1. Demeanor
2. Communication Preference
3. Decision Making Style
Identifiers
Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
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1. Major Challenges
2. Minor Challenges
Challenges
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1. What plans can we create to help achieve their goals?
2. What solutions can we design to help address their challenges?
How We Help
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1. “Our email marketing list is shrinking at 25% each year.”
2. “For every 10 website leads we get, 9 are unqualified.”
Real Quotes
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1. Email marketing does not work anymore.
2. Inbound marketing is hard to track with analytics and ROI.
Common Objections
(continued)Buyer Persona Checklist
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Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
Sample Steve – Buyer Persona
Director of Marketing
Married with kids Looking to continue toward a C level role
Both male and female Ages 30-45
Personal Income Average $75K
Background
Demographics
Identifiers
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Always looking for new information and best practices
Needs to justify Marketing Spend and ROI Creative mindset
Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
Sample Steve – Buyer Persona
Increase Qualified Leads
Improve Marketing ROI Improve Lead Segmentation
Unsure of how to create Buyer Personas
Challenged with Content Road Mapping Needs to do a better job at providing Content + Context
Goals
Challenges
What Can We Offer
(continued)
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Content Road Mapping
Editorial Strategy and Content Creation
Lead Segmenting
Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
Sample Steve – Buyer Persona
“Our Marketing feels Fragmented.” “We need the resources to develop Custom Content based on
the Buyer’s Journey.”
We have trouble determining our ROI on Inbound and Content Marketing efforts.
Outside teams often don’t understand our business.
Real Quotes
Objections
(continued)
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Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
Now it’s your turn! Build your Buyer Personas to guide your Content Creation.
Expand your list of questions over time:
✓ Expand on the background.
✓ Understand their Total Educational Experience.
✓ Create a category for Thoughts, Feelings and Motivations.
✓ Dive deeper into Business Insight.
✓ Anything else you feel is relevant to your business!
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Build your Buyer Personas
Fluidity Partners tel.: 323.212.6020, www.fluiditypartners.com twitter: @fluiditypartner
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