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www.woodstreet.com @jonmikelbailey
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. Giving personas what they want
www.woodstreet.com @jonmikelbailey
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
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
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
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, reach and return business
• How they prefer to interact with you…
phone, email, website, mobile, social, etc
www.woodstreet.com @jonmikelbailey
• 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?
How to Identify Your Buyer Personas
www.woodstreet.com @jonmikelbailey
• 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?
First Exercise – Answer these questions…
Answer these questions about an “ideal client” for your
organization. GO!
www.woodstreet.com @jonmikelbailey
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
• Use the same answers
• Sketch 2-4 personas
• GO!
www.woodstreet.com @jonmikelbailey
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
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 blog outreach, guest post
• Become a resource
• Seek syndication
www.woodstreet.com @jonmikelbailey
Where to share…
• Social channels
• Email Newsletters
• Seminars and SlideShare
• Directories in your industry
• Optimize for mobile!!!
www.woodstreet.com @jonmikelbailey
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
QUESTIONS???
Suggested resources:
www.woodstreet.com
www.marketingprofs.com
www.contentmarketinginstitute.com
www.zeromomentoftruth.com
www.mediapost.com
www.heidicohen.com
Contact me:
www.woodstreet.com
jbailey@woodst.com
@woodstreetweb
@jonmikelbailey
Facebook.com/woodstreetweb
301.668.5006 x101
Read these two books… Content Rules! And Optimize!

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Getting to Know Your Buyer Personas…Connecting with the right audience!