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Get More Leads by Identifying and Targeting Your Buyer Personas

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View the full recorded webinar at http://bit.ly/13i4qnS. ...

View the full recorded webinar at http://bit.ly/13i4qnS.

If there’s just one thing you do in 2013 to improve your marketing and sales, it’s developing buyer personas. By developing personas of your customers, you’ll understand what drives their purchase decisions for your products and services – and how you can better market to them.
In this webinar, Janet Driscoll Miller, President and CEO of Search Mojo, and Adele Revella, President of the Buyer Persona Institute, will explain the basics of buyer personas and how you can best leverage the gold mine of intelligence they provide – allowing you to target your content and advertising and generate more leads.
What You Will Learn:
• What is a buyer persona, and how understanding your “Core Buyer Persona” will better inform your marketing strategy
• The Five Rings of Insight that will help you develop and deliver the right content at the right time
• How social media can help you gather information for creating buyer personas
• How to use buyer persona information to better target your advertising

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Get More Leads by Identifying and Targeting Your Buyer Personas Get More Leads by Identifying and Targeting Your Buyer Personas Presentation Transcript

  • GET MORE LEADS BYIDENTIFYING & TARGETINGYOUR BUYER PERSONASJANET DRISCOLL MILLER,PRESIDENT & CEO, SEARCH MOJOADELE REVELLA, @SEARCHMOJOPRESIDENT, 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 BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • BUILDING BUYERPERSONASADELE REVELLAPRESIDENT,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 BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • YOU NEED THE FIVE RINGS OF INSIGHT™ BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • WHAT TRIGGERS THE BUYERS’ SEARCH BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • PAIN POINTS ARE REVERSE-ENGINEERED We typically start hereTry 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 BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • ASK THE BUYER TO TELL YOU THEIR STORY “ Take me back to the day when you first started looking for a ________ solution. What happened? ,, BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • SUCCESS FACTORS MIGHT SEEMOBVIOUS … BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • PERSONAS NEED DETAILS No: Reduce costs Yes: Reduce desktop support costs and make me look good to my boss BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • DON’T IGNORE THE NEGATIVE PERCEPTIONS BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • ADDRESSING OBJECTIONS Increase productivity with the security software that won’t slow you down, get in your way, or swallow up system resources. BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • WHERE, WHO, & WHAT MATTERS BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • 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 BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • HOW BUYERS COMPARE THEIR OPTIONS BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • WHICH DIFFERENCES MATTER TO BUYERS Our Assessment Buyer Assessment (?) Market leader Ease-of-use Scalability Integration Pricing BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • TARGETING BUYERPERSONAS @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 BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • 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 BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • FACEBOOK AD OPTIONS• CPM or CPC choice• High level of targeting• Types – Ads on Facebook • (aka social ads) – Ads to URLs• Retargeting now available BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • FACEBOOK TARGETING BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • 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 BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • LINKEDIN TARGETING BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • WHAT ABOUT ORGANIC TRAFFIC?• Consider a marketing gate with social login BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • 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 BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM© 2012 Search Mojo and BuyerPersona Institute, Inc.
  • SOCIAL WITH RETARGETINGAd 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) © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • 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) © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • UPCOMING WEBINARVideo Saved the Marketing Star: AmpingUp Search with Video Content• December 6, 2012• 2:00 p.m. ET• Register today at www.search-mojo.com/video-webinar BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • RESOURCES WWW.BUYERPERSONA.COM Free ebooks, templates, blog Twitter @buyerpersona Facebook.com/buyerpersona Workshops for building personas and persona-based messaging BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • WHAT’S NEXT?Interested in hearing more aboutSearch Mojo’s services? • Reach out to Janet & start a conversation! jmiller@search- mojo.com 800-939-5938 x101Interested in learning moreabout the Buyer PersonaInstitute? • Reach out to Adele for more information on buyer personas: adele@buyerpersona.com 360-378-2684 BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.
  • CONTACTJanet Driscoll Miller Adele Revellajmiller@search-mojo.com adele@buyerpersona.com800-939-5938 x101 360-378-2684Google+: +Janet Driscoll Miller Google+: +Buyer Persona(and +Search Mojo) Twitter: @buyerpersonaTwitter: @janetdmiller Facebook:Facebook: www.facebook.com/buyerpersona www.facebook.com/SearchMojo BUYERPERSONA.COM #mojowebinar SEARCH-MOJO.COM © 2012 Search Mojo and Buyer Persona Institute, Inc.