Get More Leads by Identifying and Targeting Your Buyer Personas

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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

Published in: Business

Get More Leads by Identifying and Targeting Your Buyer Personas

  1. 1. @marketingmojo | #mojowebinar | marketing-mojo.com GET MORE LEADS BY IDENTIFYING & TARGETING YOUR BUYER PERSONAS Janet Driscoll Miller, President & CEO, Marketing Mojo Adele Revella, President, Buyer Persona Institute
  2. 2. @marketingmojo | #mojowebinar | marketing-mojo.com ABOUT MARKETING 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
  3. 3. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS
  4. 4. @marketingmojo | #mojowebinar | marketing-mojo.com BUILDING BUYER PERSONAS Adele Revella President, Buyer Persona Institute
  5. 5. @marketingmojo | #mojowebinar | marketing-mojo.com TWO PARTS OF A BUYER PERSONA Core Buyer Persona • Information remains the same for all buying decisions • Data from analysts, quantitative studies, online observation Product, Service or Solution Connection • Information specific to a particular buying decision • Insights not obvious, source of competitive advantage • Discovery requires qualitative interviews 1 2
  6. 6. @marketingmojo | #mojowebinar | marketing-mojo.com YOU NEED THE FIVE RINGS OF INSIGHT™
  7. 7. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT TRIGGERS THE BUYERS’ SEARCH
  8. 8. @marketingmojo | #mojowebinar | marketing-mojo.com Try to find & persuade buyers who have XYZ pain Make Stuff Up (MSU) about XYZ pain relief Our product benefits buyers who have XYZ pain Work with the product experts We typically start here PAIN POINTS ARE REVERSE-ENGINEERED
  9. 9. @marketingmojo | #mojowebinar | marketing-mojo.com ASK THE BUYER TO TELL YOU THEIR STORY Take me back to the day when you first started looking for a ________ solution. What happened? “ ,,
  10. 10. @marketingmojo | #mojowebinar | marketing-mojo.com SUCCESS FACTORS MIGHT SEEM OBVIOUS …
  11. 11. @marketingmojo | #mojowebinar | marketing-mojo.com PERSONAS NEED DETAILS No: Reduce costs Yes: Reduce desktop support costs and make me look good to my boss
  12. 12. @marketingmojo | #mojowebinar | marketing-mojo.com DON’T IGNORE THE NEGATIVE PERCEPTIONS
  13. 13. @marketingmojo | #mojowebinar | marketing-mojo.com ADDRESSING OBJECTIONS Increase productivity with the security software that won’t slow you down, get in your way, or swallow up system resources.
  14. 14. @marketingmojo | #mojowebinar | marketing-mojo.com WHERE, WHO, & WHAT MATTERS
  15. 15. @marketingmojo | #mojowebinar | marketing-mojo.com THE BUYER’S VERSION, NOT YOURS Step How Many Solutions Evaluated Key Personas Key Rings of Insight Resources Consulted Trigger Small biz owner Lightweight option, warranty expiring WSJ article LinkedIn group Research 5 Office Manager Battery life Size/Weight Online reviews Blog posts Assess 3 Office Manager Keyboard feel Screen Resolution Apple Store Best Buy Negotiate 2 Small biz owner Cost trade-offs Extended warranty Supplier websites Implement 1 Office Manager Start-up time Tech Support Customer newsletter User community
  16. 16. @marketingmojo | #mojowebinar | marketing-mojo.com HOW BUYERS COMPARE THEIR OPTIONS
  17. 17. @marketingmojo | #mojowebinar | marketing-mojo.com WHICH DIFFERENCES MATTER TO BUYERS Our Assessment Buyer Assessment (?) Market leader Ease-of-use Scalability Integration Pricing
  18. 18. @marketingmojo | #mojowebinar | marketing-mojo.com TARGETING BUYER PERSONAS
  19. 19. @marketingmojo | #mojowebinar | marketing-mojo.com MAP CONTENT AND MESSAGES Step How Many Solutions Evaluated Key Personas Key Rings of Insight Resources Consulted Content Trigger Small biz owner Lightweight option, warranty expiring WSJ article LinkedIn group PR: Story about product weight Research 5 Office Manager Battery life Size/Weight Online reviews Blog posts Website: Comparisons of one model vs. competition Assess 3 Office Manager Keyboard feel Screen Resolution Apple Store Best Buy In store offers Negotiate 2 Small biz owner Cost trade-offs Extended warranty Supplier websites Offers (coupon, rebate?) Implement 1 Office Manager Start-up time Tech Support Customer newsletter User community User community on site Help Tips
  20. 20. @marketingmojo | #mojowebinar | marketing-mojo.com 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
  21. 21. @marketingmojo | #mojowebinar | marketing-mojo.com FACEBOOK AD OPTIONS • CPM or CPC choice • High level of targeting • Types › Ads on Facebook » (aka social ads) › Ads to URLs • Retargeting now available
  22. 22. @marketingmojo | #mojowebinar | marketing-mojo.com FACEBOOK TARGETING
  23. 23. @marketingmojo | #mojowebinar | marketing-mojo.com 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
  24. 24. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN TARGETING
  25. 25. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT ABOUT ORGANIC TRAFFIC? • Consider a marketing gate with social login
  26. 26. @marketingmojo | #mojowebinar | marketing-mojo.com 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
  27. 27. @marketingmojo | #mojowebinar | marketing-mojo.com
  28. 28. @marketingmojo | #mojowebinar | marketing-mojo.com Google Retargeting ads focused on dogs show to user User Responds to Offer (Fills out form) User Does Not Respond to Offer (Doesn’t fill out form) User clicks on social ad Mark person as dog lover Ad targeted towards dog lovers Landing page, focused on dog products SOCIAL WITH RETARGETING © 2012 Marketing Mojo and Buyer Persona Institute, Inc.
  29. 29. @marketingmojo | #mojowebinar | marketing-mojo.com User Does Not Respond to Offer (Doesn’t fill out form) NURTURE PERSONAS Google Retargeting ads focused on dogs show to user Nurture with dog- related emails, landing pages and messages User Responds to Offer (Fills out form) Person marked as dog lover © 2012 Marketing Mojo and Buyer Persona Institute, Inc.
  30. 30. @marketingmojo | #mojowebinar | marketing-mojo.com RESOURCES WWW.BUYERPERSONA.COM Free ebooks, templates, blog Twitter @buyerpersona Facebook.com/buyerpersona Workshops for building personas and persona-based messaging
  31. 31. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT’S NEXT? Interested in hearing more about Marketing Mojo’s services? • Reach out to Janet & start a conversation! jmiller@marketing-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
  32. 32. @marketingmojo | #mojowebinar | marketing-mojo.com CONTACT Janet Driscoll Miller jmiller@marketing-mojo.com 800-939-5938 x101 Google+: +Janet Driscoll Miller Twitter: @janetdmiller Adele Revella adele@buyerpersona.com 360-378-2684 Google+: +Buyer Persona Twitter: @buyerpersona Facebook: www.facebook.com/buyerpersona

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