2. Personas – B2C
Name
Personal
Kevin
38 year old male, MBA
24 year old female,
Undergrad BSc
Married, 1 son, family
lives out East
Single, no children,
immediate family lives
locally
Project manager in an
oil & gas office, income
of $80,000 annually
University student, working
part time at a medical
clinic as a receptionist,
income less than $20,000
annually
House in Country Hills,
Calgary for 7 years,
moved from East coast
for work in oil & gas
Apartment in Sunnyside,
Calgary for 2 years, born
and raised in Calgary,
wanted to be close to
university
- Age
- Gender
- Education
Family
- Spouse
- Children
- Relatives
Work
- Job
- Income
- Why
Live
- Where
- How long
- Why there
Rebecca
2
3. Personas – B2B
Company Name:
Industry
Annual Revenues
Location
Person's Name:
Position in company?
How long in position?
Buyer or Influencer?
ABC Petroleum
Oil & Gas
1,000,000
Calgary
Kevin
Project Manager
5 years
Influencer
Mt Royal University Chem Club
Education
0
Calgary
Rebecca
Club Leader
2 years
Influencer
What are you selling them?
Product?
Service?
One time or ongoing?
Food and Bar Drinks
Food and Bar Drinks
Catering/Restaurant Service Catering/Restaurant Service
Occasional
Occasional
Why are they buying from you?
Quicker delivery
Better quality
Convenient location to meet
Better food & friendly service Better food & friendly service
Cheaper
They don`t have skill or expertise
$ Benefit:
Annual Value $
Your cost to provide $
Margin $
$10,000
$700
$9,300
$500
$35
$465
3
4. Targets
Month:
Sales:
Number closed
Average sale $
Total revenue $
Conversion rate (sale/prospects)
Prospects:
Total prospects needed
Number of prospects
Conversion rate (prospects/visits)
Visitors:
Total visitors needed
From search engine optimization
From paid ads
From social media
From networking
From traditional advertising
Conversion rate (visits/impressions)
Impressions:
Total impressions needed
From search engine optimization
From paid ads
From social media
From networking
From traditional advertising
December
200
$75
$15,000
4%
5,000
2,000
25%
20,000
7,000
5,000
3,000
5,000
1%
200,000
70,000
50,000
30,000
50,000
4
5. Hub & Spoke Model
Facebook
Twitter
Foursquare
Pinterest
website
Instagram
Traditional
Ads
Google+
Yelp
Newsletters
Blog
SEO
5
6. Marketing Calendar
Marketing Idea
Post to blog
Send out tweets
Engage with other on Twitter
Facebook updates
LinkedIn updates
LinkedIn group discussions
LinkedIn Answers
Video on YouTube
Pin to Pinterest
Photos on Flickr
Slides on Slideshare
Comment on blogs
Publish eNewletter
Market an event
Market a community event
Add SEO keywords
Manage AdWords Campaign
Attend networking functions
Write reviews on Google Places
Write reviews on other sites
Review Google Analytics
Review KPIs
Publish a press release
Host a workshop
Host a conference
Sponsor an event
Update online citations
Give away Xmas gifts
Daily
Weekly
Monthly
Quarterly
Semi Annual
Annual
1
1
1
1
1
1
3
1
2
1
1
1
1
1
1
1
1
1
1
6
