Presentation from Joe Pulizzi to Destination Marketing Organizations and CVBs at the California Travel Summit in Pasadena, California 2011. Covers why DMOs need to be publishers and leverage content marketing, and 10+ ideas on how to do so.
82. Expedia began Receiving stories from customers within 1 minute of sending email. Customer is taken to a landing page where they can share their story
Soā¦ developing our Buyer Personasā¦. Now, before we get started here just know that thereās not just one way to skin this catā¦ There are a number of great methodologies out there for developing buyer or target personasā¦ Iām going to show you one quick way to do this today ā but there are others out there as wellā¦. Just find what works for youā¦ So, letās start by understanding that You need one persona for every group you are marketing to. Ā For instance, and just to keep this simpleā¦ Letās stay with our WIMPY Technology solutionā¦. Weāre the marketing manager in charge of marketing for a technology company ā oh and by the way our WIMPY solution stands for Widget-Integration-Management-Program (or WIMP)ā¦. That acronym was there when you joined the companyā¦. Soā¦ okay the Solution is marketed to the Director of IT and the CFO at financial service companies, you would have two WIMP buyer personas: a Director of IT at a Regional Bank, and the CFO at that bank. Of course as Iāve said, if you have multiple products or more personas you would identify them separatelyā¦. To keep things simple for this lesson weāll keep it to one product with two buyer personasā¦
We have Two Buyer personas here ā our Director of IT and The CFO at Financial Services companiesā¦ We want to really understand these peopleā¦ Letās draw a bit of a personality profileā¦ You can do this by interviewing customersā¦ Or, by interviewing sales people, or talking with prospective customers ā or usually some combination of all of thatā¦. So, through that process we might determine that: Our Director of IT ā his name is Jeremy ā and heās young (mid 30ās) and he works at an Insurance company. He comes in every day and supports the organization through desktop support ā working on their computers and heās the typical geeky IT guyā¦ Responds well to Email, but not so much on the phoneā¦ Heās frustrated because he canāt tie all his office computers together into one dashboardā¦ With his company growing so quickly ā he seems to continually be chasing his tail and behind in fixing computersā¦ So, he could see BEFORE a computer crashes that itās going to crashā¦ Thatās where your WIMP solution comes inā¦. If he could just have that ā heād know BEFORE there were problems and could fix or replace broken computersā¦ So, whatās the GAP with Jeremy ā well he doesnāt really know how to build a business case for this. Heās not a business guy ā and while heās seen the Web site for the WIMP solution ā he doesnāt really know much about it. So, the USP (or our Unique Selling Proposition) to Jeremy is that our WIMP solution will uniquely enable him to save more than 10 hours per week in saved calls, repair time and waiting for replacement parts. That means we can make Jeremy look like a rock star (his personal win) to his colleagues while we enable him to be 25% more effective at his jobā¦
Okay, thatās quick ā but you get the ideaā¦ What weāre identifying in building a Persona is the followingā¦ And the way I do it is to remember my old Journalism rules of Who What where When and WHY WHO is the persona ā letās get emotionally attached by giving him a name and making him real. WHAT does he do. What does his day look like ā W hat is his normal routine WHERE is his Insight Gap ā in other word whereās the gap with our target with and without our solution. How would our solution close that gap WHEN does he he need to close this gapā¦ Is this immediate or is this not a critical piece to what he needs to live his lifeā¦. WHY does he careā¦ This is the USP to this target. What can we uniquely to help this person out.
We have to focus on what would make us interesting to our customers. Clearly, not our products and services (for the most part). In order to create a magnet to attract customers and prospects to us, we have to market differently than we have in the past.
And let ās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And let ās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And let ās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
Identify where your customers are hanging out atā¦
Google Alerts is a free tool. The first thing you need to do is create a gmail (or google mail account), which is also free. Once you have a Gmail account, go to www.google.com/alerts. Then, just type in your keywords. In this screen, you can see I typed in content marketing, which will search for the words content and marketing being in close proximity of one another, and send you an alert as google picks it up, once a day or once a week. You can set up as many words as you want.
And let ās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And let ās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And let ās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And let ās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And let ās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.