#CMWorld Twitter Chat on Buyer Personas with Adele Revella

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Join our #CMWorld twitter chats! Every Tuesday at noon Eastern! We'll talk all things content marketing, with a different topic each week.This week's chat was with Adele Revella from the Buyer Persona Institute.

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#CMWorld Twitter Chat on Buyer Personas with Adele Revella

  1. 1. #CMWorld BUYER PERSONAS & CONTENT MARKETING TWITTER CHAT Featuring Buying Persona Institute’s Adele Revella @BuyerPersona and Content Marketing Institute’s Joe Pulizzi @JoePulizzi #CMWorld • contentmarketingworld.com
  2. 2. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat Q1 How are a buyer persona and a target audience different? #CMWorld
  3. 3. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat Audiences are about job title, industry, etc. Buyer personas tell the full story about how and why a buyer makes a buying decision #cmworld @buyerpersona Many people confuse target audiences with buyer personas, so they’re missing most of the value #cmworld @buyerpersona @CMIContent A1: Buyer persona = well-defined segment of target audience; more precise in terms of characteristics, needs, behaviors #CMWorld @MelClarkMkt A1: Buyer persona describes motivations, needs, strategies. Target audience describes more granular info, ex. demographics. #cmworld @WhatRunsWhere
  4. 4. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat Q2: What are the main questions you ask when developing a buyer persona? #CMWorld
  5. 5. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat The first question is: Take me back to the day when you first decided that you needed to solve this problem, what happened #cmworld @buyerpersona A1: What influences them! (news, blogs, sites, memes) #CMWorld @MichaelMooneyy Marketers need to focus on asking good probing questions. The buyer’s first answer will never provide deep insight #cmworld @buyerpersona @cmicontent A2: What is this persona’s reality, needs, challenges, influences & communication style #CMWorld @MelClarkMkt
  6. 6. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat Q3: Are certain questions – demographic vs. job/seniority vs. how they consume info – more valuable than others? #CMWorld
  7. 7. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat Just have a conversation, find out what mattered to them, what content helped as they made a choice #cmworld @buyerpersona @cmicontent A3: Their decision-making process & influential factors are key. #CMWorld @MelClarkMkt Find out which content helped them to decide that your competitors solution was easier to use #cmworld @buyerpersona A3 The buyer isn’t always looking to buy, but they’re always looking to get better at their job. Figure out how you can help that. #cmworld @njh287
  8. 8. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat Q4: How do you find people to interview to develop buyer personas? Is your sales dept willing to share customer contact info? #CMWorld
  9. 9. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat The senior marketing exec should talk to the senior sales exec about the results marketing will deliver w/this insight #cmworld @buyerpersona Individual sales people might resist, so get with senior sales execs and focus on the benefit of insights #cmworld @buyerpersona A4: start with existing customers. Find out why they chose you. #CMWorld @MichaelMooneyy @cmicontent A4: Past/current clients for insight on actual market + leads you didn’t convert for realities you may have missed #CMWorld @MelClarkMkt
  10. 10. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat Q5: How many interviews are enough to develop a persona? #CMWorld
  11. 11. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat A5: That is a quantitative question and this is qualitative research, but we generally recommend 8 interviews to begin with #cmworld @buyerpersona If you need more data to convince stakeholders, follow up with a survey to validate the interview results #cmworld @buyerpersona @JoePulizzi Agreed, no set # and ongoing is optimal. I’d recommend having SET # to make sure it’s happening consistently. #learning #cmworld @njh287 @jenkobylar @CMIContent @buyerpersona We don’t have a rule but constantly keep ears to the floor and ask for feedback, good AND bad #cmworld @MelClarkMkt
  12. 12. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat Q6: How do you decide how many buyer personas your company needs to create? #CMWorld
  13. 13. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat A6: Start with a decision you want to influence and interview those buyers to see what is different about how they decide #cmworld @buyerpersona Create a new buyer persona only when there are differences in buying insights, demographics = too many personas #cmworld @buyerpersona Organize interview results with the 5 Rings of Buying Insight for buyer personas, explained here: http://t.co/kCfd6RT0Vr #cmworld @buyerpersona A6: make sure not to create a new persona just b/c you encounter a new buyer job title #CMworld @SFerika
  14. 14. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat Q7: What are the main differences in developing buyer personas for #B2B vs. B2C? #CMWorld
  15. 15. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat A7 B2B buyers usually invest more time & effort in buying decisions so they can tell you how & why they decide #cmworld @buyerpersona The difference is not B2B vs B2C but high consideration vs low consideration #cmworld @buyerpersona For low consideration or B2C, demographics are often all you have to work with because buyers don’t know why #cmworld @buyerpersona A7 IMO B2C: single decision-maker, shorter duration, simple value prop; B2B: many decision-makers, longer, more complex value prop. #cmworld @njh287
  16. 16. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat Q8: Once developed, how should that buyer persona dictate your #contentstrategy? #CMWorld
  17. 17. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat A8 5 Rings of Buying Insight: Priority Initiative, Success Factors, Perceived Barriers, Buyer’s Journey, Decision Criteria #cmworld @buyerpersona A8 Each Ring of Buying Insight has 3-5 Key Thoughts. 5 insights x 5 thoughts is 25 potential topics for content #cmworld @buyerpersona A8 At the intersection between what you want to market and what buyer wants is core message strategy #cmworld @buyerpersona Insights tell you the questions your buyers ask PLUS the answers they long to hear #cmworld @buyerpersona
  18. 18. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat Q9: How often should we be updating our buyer personas? #CMWorld
  19. 19. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat A9 The goal is not buyer personas but buyer expert marketers. Experts are always investing in their craft #cmworld @buyerpersona A9 We recommend that marketers conduct 1-2 interviews per month forever to maintain status as buyer experts #cmworld @buyerpersona A9 - Just like content marketing is not a campaign (there is no stop date), our buyer persona work is never done. #cmworld @JoePulizzi A9: When your metrics drop. Always be analyzing! #CMWorld @MichaelMooneyy
  20. 20. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat Q10: What companies/brands have been successful in developing buyer personas? #CMWorld
  21. 21. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat @Insightera Using segmented emails, a library of resources, content mgmt systems. Seems like you guys have got that covered! #CMWorld @WhatRunsWhere A10 Most clients will not allow us to disclose their names. Symantec is one exception. #cmworld @buyerpersona
  22. 22. #CMWorld • contentmarketingworld.com Buyer Personas & Content Marketing #CMWorld • Twitter Chat Want to learn more? Want to discuss the latest trends in content marketing and get advice from some of the experts in the content marketing community? Every Tuesday at Noon Eastern, join the CMI team (@cmicontent) and a special guest as we discuss key content marketing topics. Simply follow #cmworld on twitter to join the conversation. Get transcripts from all #CMWorld Twitter chats: http://bit.ly/CMW_TwitterChats

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