Get More Leads by Identifying and Targeting Your Buyer Personas

GET MORE LEADS BY
IDENTIFYING & TARGETING
YOUR BUYER PERSONAS
JANET DRISCOLL MILLER,
PRESIDENT & CEO, SEARCH MOJO

ADELE REVELLA,
@SEARCHMOJO
PRESIDENT, BUYER PERSONA INSTITUTE SEARCH-MOJO.COM
800.939.5938

#mojowebinar

ABOUT SEARCH MOJO

• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, Va
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, SMX Social, PubCon, MarketingProfs, and more

BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM

© 2012 Search Mojo and Buyer
Persona Institute, Inc.

OUR CLIENTS



BUILDING BUYER
PERSONAS

ADELE REVELLA
PRESIDENT,
BUYER PERSONA INSTITUTE
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938

TWO PARTS OF A BUYER PERSONA

1 Core Buyer Persona

• Information remains the same for all buying decisions
• Data from analysts, quantitative studies, online observation

2 Product, Service or Solution Connection

• Information specific to a particular buying decision
• Insights not obvious, source of competitive advantage
• Discovery requires qualitative interviews



YOU NEED THE FIVE RINGS OF INSIGHT™



WHAT TRIGGERS THE BUYERS’ SEARCH



PAIN POINTS ARE REVERSE-ENGINEERED

We typically
start here

Try to find &
persuade Make Stuff Up Our product
Work with the
buyers who (MSU) about XYZ benefits buyers
product experts
have XYZ pain relief who have XYZ pain
pain



ASK THE BUYER TO TELL YOU THEIR STORY

“ Take me back to the day
when you first started looking
for a ________ solution.

What happened?
,,



SUCCESS FACTORS MIGHT SEEM
OBVIOUS …



PERSONAS NEED DETAILS

No:
Reduce costs

Yes:
Reduce desktop support costs and
make me look good to my boss



DON’T IGNORE THE NEGATIVE PERCEPTIONS



ADDRESSING OBJECTIONS

Increase productivity
with the security
software that won’t
slow you down, get in
your way, or swallow up
system resources.



WHERE, WHO, & WHAT MATTERS



THE BUYER’S VERSION, NOT YOURS

How Many
Key Key Rings Resources
Step Solutions
Personas of Insight Consulted
Evaluated

Lightweight
Small biz WSJ article
Trigger owner
option, warranty
LinkedIn group
expiring

Office Battery life Online reviews
Research 5
Manager Size/Weight Blog posts

Office Keyboard feel Apple Store
Assess 3
Manager Screen Resolution Best Buy

Cost trade-offs
Small biz
Negotiate 2
owner
Extended Supplier websites
warranty
Customer
Office Start-up time
Implement 1
Manager Tech Support
newsletter
User community



HOW BUYERS COMPARE THEIR OPTIONS



WHICH DIFFERENCES MATTER TO BUYERS

Our Assessment Buyer Assessment (?)

Market leader

Ease-of-use

Scalability

Integration

Pricing



TARGETING BUYER
PERSONAS

@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938

MAP CONTENT AND MESSAGES

How Many
Key Key Rings Resources
Step Solutions Content
Personas of Insight Consulted
Evaluated

Lightweight
Small biz WSJ article PR: Story about
Trigger owner
option, warranty
LinkedIn group product weight
expiring
Website:
Battery life Online reviews Comparisons of one
Research 5 Office Manager
Size/Weight Blog posts model vs.
competition

Keyboard feel Apple Store
Assess 3 Office Manager
Screen Resolution Best Buy
In store offers

Cost trade-offs
Small biz Offers
Negotiate 2
owner
Extended Supplier websites
(coupon, rebate?)
warranty
Customer User community on
Start-up time
Implement 1 Office Manager
Tech Support
newsletter site
User community Help Tips



WHY SOCIAL?

• Offers what search often lacks
– High level of demographic targeting
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level



FACEBOOK AD OPTIONS

• CPM or CPC choice
• High level of targeting
• Types
– Ads on Facebook
• (aka social ads)
– Ads to URLs
• Retargeting now available



FACEBOOK TARGETING



LINKEDIN AD OPTIONS

• LinkedIn Display Ads
– (aka LinkedIn Marketing Solution)
– Minimum insertion order of
$25k/3 months
– CPM model
– Guaranteed delivery
• Self-Serve Ads
– Text ads
– No minimums
– CPM or CPC model
– Higher degree of targeting



LINKEDIN TARGETING



WHAT ABOUT ORGANIC TRAFFIC?

• Consider a marketing gate with
social login



RETARGETING

• Form of display advertising
• Available through Google as
“Remarketing”
• Serves ads to previous visitors
– Landing page or website visitors
– Allows us to “recycle” those clicks that do
not immediately convert



SOCIAL WITH RETARGETING

Ad targeted towards Landing page, focused
dog lovers on dog products
User clicks
on social ad

Google
Mark
User Responds to Offer Retargeting ads
person as
(Fills out form) focused on dogs
dog lover
show to user
User Does Not Respond
to Offer
(Doesn’t fill out form)


NURTURE PERSONAS

Google
Retargeting
User Does
ads focused
Not Respond
on dogs
to Offer
show to user
(Doesn’t fill
Person out form) Nurture with dog-
marked as related emails,
dog lover landing pages and
messages

User Responds to Offer
(Fills out form)


UPCOMING WEBINAR

Video Saved the Marketing Star: Amping
Up Search with Video Content

• December 6, 2012
• 2:00 p.m. ET
• Register today at
www.search-mojo.com/video-webinar



RESOURCES WWW.BUYERPERSONA.COM

Free ebooks, templates, blog
Twitter @buyerpersona
Facebook.com/buyerpersona

Workshops for building personas
and persona-based messaging



WHAT’S NEXT?

Interested in hearing more about
Search Mojo’s services?
• Reach out to Janet & start a
conversation! jmiller@search-
mojo.com 800-939-5938 x101

Interested in learning more
about the Buyer Persona
Institute?
• Reach out to Adele for more
information on buyer personas:
adele@buyerpersona.com
360-378-2684


CONTACT

Janet Driscoll Miller Adele Revella
jmiller@search-mojo.com adele@buyerpersona.com
800-939-5938 x101 360-378-2684

Google+: +Janet Driscoll Miller Google+: +Buyer Persona
(and +Search Mojo) Twitter: @buyerpersona
Twitter: @janetdmiller Facebook:
Facebook: www.facebook.com/buyerpersona
www.facebook.com/SearchMojo


Get More Leads by Identifying and Targeting Your Buyer Personas

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (12)

Recently uploaded

Recently uploaded (20)

Get More Leads by Identifying and Targeting Your Buyer Personas

Editor's Notes