Get More Leads by Identifying and Targeting Your Buyer Personas

@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

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

OUR CLIENTS

BUILDING BUYER
PERSONAS
Adele Revella
President,
Buyer Persona Institute

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

YOU NEED THE FIVE RINGS OF
INSIGHT™

WHAT TRIGGERS THE BUYERS’
SEARCH

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

ASK THE BUYER TO TELL YOU THEIR STORY
Take me back to the day
when you first started looking
for a ________ solution.
What happened?
“
,,

SUCCESS FACTORS MIGHT SEEM
OBVIOUS …

PERSONAS NEED DETAILS
No:
Reduce costs
Yes:
Reduce desktop support costs and
make me look good to my boss

DON’T IGNORE THE NEGATIVE PERCEPTIONS

ADDRESSING OBJECTIONS
Increase productivity with
the security software
that won’t slow you
down, get in your way,
or swallow up system
resources.

WHERE, WHO, & WHAT MATTERS

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

HOW BUYERS COMPARE THEIR
OPTIONS

WHICH DIFFERENCES MATTER TO
BUYERS
Our Assessment Buyer Assessment (?)
Market leader
Ease-of-use
Scalability
Integration
Pricing

TARGETING BUYER
PERSONAS

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

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

FACEBOOK AD OPTIONS
• CPM or CPC choice
• High level of targeting
• Types
› Ads on Facebook
» (aka social ads)
› Ads to URLs
• Retargeting now available

FACEBOOK TARGETING

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

LINKEDIN TARGETING

WHAT ABOUT ORGANIC TRAFFIC?
• Consider a marketing gate with
social login

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

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.

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.

RESOURCES WWW.BUYERPERSONA.COM
Free ebooks, templates, blog
Twitter @buyerpersona
Facebook.com/buyerpersona
Workshops for building personas
and persona-based messaging

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

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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