www.woodstreet.com @jonmikelbailey
Getting to Know Your Buyer Personas… Connecting with
the right audience!
www.woodstreet.com @jonmikelbailey
What we’ll talk about1. What is a Buyer Persona?
2. How to identify Buyer Personas
3. Bringing personas to life
4. Giving personas what they want
www.woodstreet.com @jonmikelbailey
What is a Buyer Persona?
To paraphrase Adele Revella, founder of Buyer Persona Institute, a buyer persona is defined as…
“A detailed profile of an example buyer that represents the real audience – the buyer that you hope to persuade to buy your products, services or solution.”
www.woodstreet.com @jonmikelbailey
What is a Buyer Persona?
You are selling something... a product, an idea, an event.
You are selling something to someone.
So, how do you get them to buy it?
www.woodstreet.com @jonmikelbailey
What is a Buyer Persona?
Before you build a website and a blog or “do social”… • Who your customers?• What do they care about? • What are they really buying?
Hint: people who purchase a car…aren’t usually buying the “car”.
www.woodstreet.com @jonmikelbailey
Who are we talking about?
Don’t say “anyone who…”
www.woodstreet.com @jonmikelbailey
How to Identify Your Buyer Personas
First, consider actual data for your customers…
• Demographics• Their value, in money, reach and return business• How they prefer to interact with you…
phone, email, website, mobile, social, etc
www.woodstreet.com @jonmikelbailey
• Who are they?• What do they do?• Why should they care
about your organization?• Where are they and
where do they find you?• How do you convert them
into a client or a fan?
How to Identify Your Buyer Personas
www.woodstreet.com @jonmikelbailey
• Who are they?• What do they do?• Why should they care about your organization?• Where are they and where do they find you?• How do you convert them into a client or a fan?
First Exercise – Answer these questions…Answer these questions about an “ideal client” for yourorganization. GO!
www.woodstreet.com @jonmikelbailey
Bringing Personas to LifeYou have their vitals, let’s put a face on them…
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Bringing Personas to Life
And give them a bio…
Write theirstory…
www.woodstreet.com @jonmikelbailey
Next Exercise – Sketch your personas
• Use the same answers• Sketch 2-4 personas• GO!
www.woodstreet.com @jonmikelbailey
Present – Tell me about your Brad
• Who are they?• What do they do?• Why should they care
about your organization?• Where are they and
where do they find you?
www.woodstreet.com @jonmikelbailey
What does Brad want?How do you convert them into a client or a fan?
www.woodstreet.com @jonmikelbailey
Brad wants information, content…
• These are your content “outposts”
• Use content to attract site visitors
• Build blog outreach, guest post
• Become a resource
• Seek syndication
www.woodstreet.com @jonmikelbailey
Where to share…
• Social channels
• Email Newsletters
• Seminars and SlideShare
• Directories in your industry
• Optimize for mobile!!!
www.woodstreet.com @jonmikelbailey
And I’ll leave you with a quote…I asked Ann Handley, author of Content Rules,what the most important takeaway from her book was…
“Be relentlessly customer-focused and not corporate-focused.
Ask yourself…
‘What marketing will my customer THANK me for?’”
www.woodstreet.com @jonmikelbailey
QUESTIONS???Suggested resources:
www.woodstreet.com
www.marketingprofs.com
www.contentmarketinginstitute.com
www.zeromomentoftruth.com
www.mediapost.com
www.heidicohen.com
Contact me:
www.woodstreet.com
@woodstreetweb
@jonmikelbailey
Facebook.com/woodstreetweb
301.668.5006 x101
Read these two books… Content Rules! And Optimize!
