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Getting to Know Your
Buyer Personas…
Connecting with
the right audience!
www.woodstreet.com

@jonmikelbailey
What we’ll talk about
1. What is a Buyer Persona?
2. How to identify Buyer Personas
3. Bringing personas to life

4. Givin...
What is a Buyer Persona?
To paraphrase Adele Revella, founder of Buyer Persona
Institute, a buyer persona is defined as…
“...
What is a Buyer Persona?
You are selling something...
a product, an idea, an event.
You are selling something to someone.
...
What is a Buyer Persona?
Before you build a website and a blog or “do social”…
• Who your customers?
• What do they care a...
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...
How to Identify Your Buyer Personas
• Who are they?
• What do they do?
• Why should they care
about your organization?
• W...
First Exercise – Answer these questions…
Break into small groups, 4 or less. Pick one volunteer and ask them
these questio...
Bringing Personas to Life
You have their vitals, let’s put a face on them…

www.woodstreet.com

@jonmikelbailey
Bringing Personas to Life
And give
them a bio…
Write their
story…

www.woodstreet.com

@jonmikelbailey
Next Exercise – Sketch your personas
•
•
•
•
•

www.woodstreet.com

Same group as before
Use the same answers
Sketch 2-4 p...
Present – Tell me about your Brad
• Who are they?
• What do they do?
• Why should they care
about your organization?
• Whe...
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 your b...
Where to share…
• Social channels
• Email Newsletters
• Seminars and SlideShare
• BizSugar and other directories
• Optimiz...
And I’ll leave you with a quote…
I asked Ann Handley, author of Content Rules,
what the most important takeaway from her b...
QUESTIONS???
Suggested resources:

Contact me:

www.woodstreet.com

www.woodstreet.com

www.marketingprofs.com

jbailey@wo...
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Increasing Your Impact With Buyer Personas

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WoodStreet Inc.'s Jon-Mikel Bailey Led an exhilarating workshop on implementing buyer personas for increased impact in marketing. Checkout this great presentation!

Published in: Technology, Business
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Transcript of "Increasing Your Impact With Buyer Personas"

  1. 1. Getting to Know Your Buyer Personas… Connecting with the right audience! www.woodstreet.com @jonmikelbailey
  2. 2. What we’ll talk about 1. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. Who are we talking about? Don’t say “anyone who…” www.woodstreet.com @jonmikelbailey
  7. 7. 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
  8. 8. How to Identify Your Buyer Personas • 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? www.woodstreet.com @jonmikelbailey
  9. 9. First Exercise – Answer these questions… Break into small groups, 4 or less. Pick one volunteer and ask them these questions about their organization. 5 minutes, GO! • • • • • 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? www.woodstreet.com @jonmikelbailey
  10. 10. Bringing Personas to Life You have their vitals, let’s put a face on them… www.woodstreet.com @jonmikelbailey
  11. 11. Bringing Personas to Life And give them a bio… Write their story… www.woodstreet.com @jonmikelbailey
  12. 12. Next Exercise – Sketch your personas • • • • • www.woodstreet.com Same group as before Use the same answers Sketch 2-4 personas 7 minutes GO! @jonmikelbailey
  13. 13. 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
  14. 14. What does Brad want? How do you convert them into a client or a fan? www.woodstreet.com @jonmikelbailey
  15. 15. Brad wants information, content… • These are your content “outposts” • Use content to attract site visitors • Build your blog outreach • Become a resource • Seek syndication www.woodstreet.com @jonmikelbailey
  16. 16. Where to share… • Social channels • Email Newsletters • Seminars and SlideShare • BizSugar and other directories • Optimize for mobile!!! www.woodstreet.com @jonmikelbailey
  17. 17. 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
  18. 18. QUESTIONS??? Suggested resources: Contact me: www.woodstreet.com www.woodstreet.com www.marketingprofs.com jbailey@woodst.com www.contentmarketinginstitute.com @woodstreetweb www.zeromomentoftruth.com @jonmikelbailey www.mediapost.com Facebook.com/woodstreetweb www.heidicohen.com 301.668.5006 x101 Read these two books… Content Rules! And Optimize! www.woodstreet.com @jonmikelbailey
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