She taught David Meerman Scott
everything he knows about buyer
5 Rings of Insight
Focus only on characteristics that
tell you how to persuade your
1. Priority Initiative - What business
conditions trigger this buyer’s decision to
look for our product or service?
2. Success Factors - What results or
outcomes does this persona expect from
our product or service?
3. Perceived Barriers - What attitudes or
concerns prevent this buyer from
purchasing our product or service?
4. Decision Criteria - What features of our
product or service does this persona
evaluate when comparing alternatives?
5. Buyer’s Journey - What steps does this
persona go through to make a decision
and is anyone else involved?
Social Media Advertising
Custom & Tailored
Make your content magically appear in the
newsfeeds of people in your contact
database as well as those who have recently
visited your website.
● Facebook Custom Audiences
● Twitter Tailored Audiences
Key Performance Indicators
Free KPI Tracking Spreadsheet
Set goals for your team and measure success. Use
Excel to track company goals and progress. Hold
your departments accountable.
Links to Resources
The New Rules of Marketing and PR
Inbound Marketing Certification
Buyer Persona Institute
Content Planning Template
Google Adwords Keyword Planner
Google for Nonprofit Grants
How to Create Email Newsletter That
Social Media Strategy Kit
Facebook Custom Audiences
Twitter Tailored Audiences
KPI Tracking Spreadsheet