1. @TweetsByCaraSouth Florida Code Camp 2015
HOW TO BUILD BUYER PERSONAS
& CREATE A SUCCESSFUL
ENGAGEMENT LIFECYCLE
Cara Pluff, Director of Marketing
@tweetsbycara
3. @TweetsByCaraSouth Florida Code Camp 2015
LET’S START WITH A FACT…
According to Harvard Business Review, 60% of
the buying process is complete before the sales
department ever hears from the prospect
60%
40%
5. @TweetsByCaraSouth Florida Code Camp 2015
WHAT ARE BUYER PERSONAS?
Fictional Representations
Ideal Customers
Based on Real Data
6. @TweetsByCaraSouth Florida Code Camp 2015
BUT WHY ARE BUYER PERSONAS
SO KEY?
They allow highly personalized and
targeted engagement and are the
secret to being competitive in a
market with massive firms like
Amazon.
7. @TweetsByCaraSouth Florida Code Camp 2015
TARGETING…BY TARGET
• Hired Andrew Pole
• $44 Billion to $67 Billion
• 25 Common Products
• Prediction Score
• Credit Cards
• Coupons
• Surveys
• Loyalty Programs
• Emails/Website Visits
11. @TweetsByCaraSouth Florida Code Camp 2015
PERSONA TEMPLATE
Background
• Basic details about persona’s role
• Key information about persona’s
company
• Relevant background information like
education or hobbies
12. @TweetsByCaraSouth Florida Code Camp 2015
PERSONA TEMPLATE
Demographics
• Gender
• Age Range
• Household Income
• Urbanicity (urban, suburban, rural)
14. @TweetsByCaraSouth Florida Code Camp 2015
PERSONA TEMPLATE
Challenges
• Primary challenge to persona’s success
• Secondary challenges to persona’s
success
How We Help
• How you solve them challenges
• How you help them achieve their goals
15. @TweetsByCaraSouth Florida Code Camp 2015
PERSONA TEMPLATE
Real Quotes
• Represent them well
• Create relatability
Common Objections
• Why they aren’t buying
• How to overcome them
16. @TweetsByCaraSouth Florida Code Camp 2015
PERSONA TEMPLATE
Marketing Messaging
• How should you communicate your
solution to this persona?
• Do they respond differently to
different messaging styles (humor,
memes, assertiveness, etc.)
Elevator Pitch
17. @TweetsByCaraSouth Florida Code Camp 2015
PERSONA TEMPLATE
Marketing Channels
• Where do they gather information?
• What sites do they visit most often?
Interaction Preferences
• How do they like to receive
information?
• Do they research for themselves or
delegate?
18. @TweetsByCaraSouth Florida Code Camp 2015
PERSONA EXAMPLE
Princess Peach
JOB TITLE: Princess
COMPANY: Mario Brothers Plumbing
INCOME: $$$$$
AGE: 21
PERSONAL STATUS: Single, No Children
LIVING: Castle in a Rural Kingdom
IDENTIFIERS: Loves Pink, Sporty, Trusting, Enjoys Writing
Letters
GOALS: Get Back to Freedom
CHALLENGES: One Nasty Fire Breathing Dragon
HOW WE CAN HELP: Stomp on some Goombas & Kick
Bowser Tail
20. @TweetsByCaraSouth Florida Code Camp 2015
MEET “OCEAN”
• 32 Years Old
• Professional
• Graphic Designer
• Income of $100,000/year
• Engaged (to Duke)
• Owns her own condo
• Travels frequently
• Fashionable
• Works out every day
• Works out for 1.5 hours
21. @TweetsByCaraSouth Florida Code Camp 2015
MEET “DUKE”
• 35 Years Old
• Professional
• Architect
• Income > $100,000/year
• Engaged (to Ocean)
• “Athletic Opportunist”
• Enjoys surfing & Snowboarding
• Wants Quality
22. @TweetsByCaraSouth Florida Code Camp 2015
TO SUM IT UP
"If you’re 20 years old or you’re graduating
from university, you can’t wait to be that
woman. If you’re 42 years old with a couple
children, you wish you had that time back."
- Lululemon Founder, Chip Wilson
24. @TweetsByCaraSouth Florida Code Camp 2015
HOW YOU CAN USE CUSTOMER
PERSONAS
Content Creation
• Blog Content
• Non-transactional Conversion Offers
• Website & Graphic Design
• Email Copy & Design
25. @TweetsByCaraSouth Florida Code Camp 2015
HOW YOU CAN USE CUSTOMER
PERSONAS
Sales
• How does this person respond to
assertiveness?
• What creates a sense of urgency for them?
• What are the key pain points the solution
addresses?
• What’s the prospect’s level of sophistication?
26. @TweetsByCaraSouth Florida Code Camp 2015
HOW YOU CAN USE CUSTOMER
PERSONAS
Services
• What’s the customer’s level of
sophistication?
• What are the primary features that attracted
the customer?
• What organizational or experiential
challenges might hinder implementation?
• What unique use cases can be used to
upsell or retain a customer?
28. @TweetsByCaraSouth Florida Code Camp 2015
MORE FUN FACTS
61% of consumers planned to watch
the Super Bowl with a smartphone in
hand
AND YET…
51% of advertisers elected to just
run their ad without asking viewers
to do anything.
29. @TweetsByCaraSouth Florida Code Camp 2015
WHY YOU SHOULD CARE
•Customers and prospects expect straightforward and
honest solutions without the traditional sales process
•They know what they want before they talk to you
The Buyer Has
Changed
•Continuous innovation is required to differentiate
•The customer experience must evolve through the
lifecycle
Innovation Has
Changed
•Employees must be empowered to solve the problem
and the complaint
•Tiered resolutions are no longer acceptable
Empowerment
has Changed
30. @TweetsByCaraSouth Florida Code Camp 2015
THE CUSTOMER LIFE CYCLE
Acquire
• Inquiry
Engage
• Evaluation
Convert
• Purchase
Business Getting
31. @TweetsByCaraSouth Florida Code Camp 2015
THE CUSTOMER LIFE CYCLE
Serve
•Product
Usage
Grow
•Repurchase
or Renewal
Retain
•Brand
Advocate
Business Keeping
32. @TweetsByCaraSouth Florida Code Camp 2015
CUSTOMER INTERACTION &
CHANNELS
• Invite Email Subscription
• Invite Customers to Express Interests
• Invite Customers to Identify Product or
Service Needs
Interaction
• SEO/SEM
• Social Media
• Mobile
• Websites
Channels
ACQUIRE
33. @TweetsByCaraSouth Florida Code Camp 2015
CUSTOMER INTERACTION &
CHANNELS
• Deliver Relevant Information
• Invite to Webinars/Events
• Provide Links to Relevant InformationInteraction
• Email
• Websites
• Webinar/Events
• Account Representatives
Channels
ENGAGE
34. @TweetsByCaraSouth Florida Code Camp 2015
CUSTOMER INTERACTION &
CHANNELS
• Thank Customer for Purchase
• Promote Related Products/Services
• Reinforce Value
• Invite Opt-In for Updates
Interaction
• Email/Mobile
• Direct Mail/Print
• Websites/Social Media
• Account Representatives
Channels
CONVERT
35. @TweetsByCaraSouth Florida Code Camp 2015
CUSTOMER INTERACTION &
CHANNELS
• Send Personalized News & Updates
• Send Triggered Offers
• Provide Links to Relevant Information
• Enable Self-Help Resources
Interaction
• Email/Mobile
• Direct Mail/Print
• Websites/Social Media
• Account Representatives
Channels
SERVE
36. @TweetsByCaraSouth Florida Code Camp 2015
CUSTOMER INTERACTION &
CHANNELS
• Send Renewal Triggered Cross-Sell or
Upsell Offers
• Provide Incentives to Renew or Purchase
New Services
Interaction
• Email/Mobile
• Direct Mail/Print
• Websites/Social Media
• Account Representatives
Channels
GROW
37. @TweetsByCaraSouth Florida Code Camp 2015
CUSTOMER INTERACTION &
CHANNELS
• Invite the Customer to Contribute
Content for Your Business/Product
• Reward Loyalty and Referrals
• Become a True Partner
Interaction
• Email/Mobile
• Direct Mail/Print
• Websites/Social Media
• Account Representatives
Channels
RETAIN
48. @TweetsByCaraSouth Florida Code Camp 2015
MY ORIGINAL TWITTER FEED…
“Comcast you suck”
“Comcast I hate you”
“Dear Comcast, we’re breaking up”
“Comcast, it’s really YOU not me”
50. @TweetsByCaraSouth Florida Code Camp 2015
SUCCESSFUL ENGAGEMENT
STARTS HERE
• Know Your Customer
• Differentiate Your Customer Service
• Humanize Your Brand
• Hold Conversations & Play With Others
• Personalize Your Interactions
• Leverage Gamification
• Jump on the Trendy Bandwagon
• Be There When They Need You
57. @TweetsByCaraSouth Florida Code Camp 2015
LEVERAGE GAMIFICATION
FROM LOYALTY CARDS FOR
OUR FAVORITE STORES TO
FITNESS APPS – WE ARE
ALL PARTICIPATING IN
GAMIFICATION.
58. @TweetsByCaraSouth Florida Code Camp 2015
LEVERAGE GAMIFICATION
N00b
Player
Master
Focus on creating:
Desire
Incentive
Focus on creating:
Challenge
Achievement
Focus on creating:
Feedback
Skill
Onboarding
Habit-Forming
Expertise
61. @TweetsByCaraSouth Florida Code Camp 2015
BE THERE WHEN THEY NEED YOU &
KEEP PROMISES
“Open conversations generate loyalty, sales and most of all,
learning… for both sides”.
Seth Godin
71. @TweetsByCaraSouth Florida Code Camp 2015
MEASURING ENGAGEMENT
It All Goes Back to Your Audience or “Buyer”
Female Profile Male Profile
72. @TweetsByCaraSouth Florida Code Camp 2015
REMEMBER…
CUSTOMERS REALLY VOTE WITH
THEIR FEET AND THEIR WALLETS.
KEEP THEM ENGAGED!
Editor's Notes
In this session, we'll review why creating buyer personas are so important to your digital presence, how to successfully develop and target your buyer personas, and how to create an engaging content strategy throughout your customer lifecycle. Stop searching for your princess in all the wrong castles and find the secret tunnel straight to your website's success.
Customer personas are fictional representations of your ideal customers. They are based on real date about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.
http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/
Take a fictional Target shopper named Jenny Ward, who is 23, lives in Atlanta and in March bought cocoa-butter lotion, a purse large enough to double as a diaper bag, zinc and magnesium supplements and a bright blue rug. There’s, say, an 87 percent chance that she’s pregnant and that her delivery date is sometime in late August.
“And we found out that as long as a pregnant woman thinks she hasn’t been spied on, she’ll use the coupons. She just assumes that everyone else on her blo
Buyer personas are created through research, surveys, and interviews of
your target audience. That includes a mix of customers – both “good” and
“bad” -- prospects, and those outside of your contact database who might
align with your target audience. You’ll collect data that is both qualitative
and quantitative to paint a picture of who your ideal customer is, what they
value, and how your solution fits into their daily lives.
Typically identified by the Sales or Services departments of a firm,
Exclusionary Personas help us know what types of leads and
customers make bad fits for our process or organization. We can use
the same method of finding what content attracts them and avoiding
it.
(DirecTV FTW)
How was your day yesterday?
What did you get to do yesterday?
How was your day yesterday?
What did you get to do yesterday?
Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing[1] especially inbound marketing. Marketing Automation platforms are used as a hosted or web-based solution, and no software installation is required by a customer.
