Understanding who our target audience is and where they spend their time, you can build an web presence by focusing on content that speaks to their needs and wants.

1. Creating and Using "Buyer
Personas" to Guide Your
Marketing Initiatives

2. By understandingwho our target audienceis and
where they spend their time, youcan build an online
presence by focusingoncontent that speaks totheir
needs andwants.

3. By understandingwho our target audienceis and
where they spend their time, youcan build an online
presence by focusingoncontent that speaks totheir
needs andwants.

4. InboundMarketing
Informative digital content targeted at
specific audiences.
Messaging is tailored to specific consumers.
All-encompassing strategy acrossmultiple
channels.
Measurable through digital marketing
software.
Outbound Marketing
Designed to capture ANYconsumer’s
attention.
Direct mail, print ads, billboards, radio and
TV.
Messaging must stand outamong many of
otherads.
Limited channels.
Difficult to measureattribution.

5. Outbound (traditional)marketing
interrupts a person’s life, while
inbound marketinghelps them solve a
problem.

6. What Are Buyer
Personas?

7. Generalized representationsof your idealcustomers.
They help youunderstandyour customers and
prospects better andmake it easier tocustomized
content to the specificneeds, behaviorsand concerns
of different groups.

8. The strongestBuyer Personas are based onresearch and
insightsthat you gather from your actualcustomers.
If your businessis targeting multipleindustries,or
verticals,you willwant tohave a unique Buyer Persona
for each.

9. Why Are Buyer
Personas Important?

10. Helpsmarketers better understandtheir customers
(andprospectivecustomers) tounveil whatit is that
makes them tick and choose one brand or solution
over another.

11. Better Customer Segmentation: Marketing to
everyone is not good for business.Buyer Personas
can add essentialdetailsthat willfocus the
marketing strategy and bring in more qualified
leads.

12. PersonalizedBrand Experience:With deeper
knowledge aboutthe potentialcustomer’s pain
point,marketers can create more targeted
messaging,more efficientcontent delivery, and
tailoredofferings.

13. Identifying Where High-Value Leads Are: The Buyer
Personaprofileshouldalsomention where this particular
crowd “hangs out” to provide insightintowhich channels and
platformsto target with the highly focused content.

14. Companies Who UsedBuyer Personas:
Websiteswere 2 to 5x more effective.
Personalizedemailshada 14% higher click-throughrate.
Conversions rateswere 10% higher.

15. Background
Job? Career Path? Family?
Lifestyle?
● Your text here
● Your text here
● Your text here
● Your text here
● Your text here
● Your text here
Demographics
Age? Income? Location? Gender Identity?
● Your text here
● Your text here
● Your text here
● Your text here
Identifiers
Communication preferences?
Social media platforms?
● Your text here
● Your text here
● Your text here
● Your text here
Goals
Primary/secondary goals? Personal vs professional goals? Role-related vs company goals?
● Your text here
● Your text here
Challenges
What does this person struggle with in relation to
meeting goals? What serves as a roadblock for
this person’s success?
● Your text here
● Your text here
What can we do?
...to help our persona achieve their goals? ...to
help our persona overcome their challenges?
● Your text here
● Your text here
● Your text here
GabrielMesa GeneralBuyerPersona

16. Director Danny
COMPANY:Nassau/Suffolk, $1Million + AnnualRevenue
OCCUPATION:ITManager
AGE: 32
ANNUAL INCOME: $50,000
IT person who is forward thinking and understands what needs to get
accomplished, has the ideas, but is inundated and can’t get anythingdone.
Could be our inside company contact to serve as an introduction to our services
by acknowledging the need of a co-managed IT provider. Has been with the
company less than five years.

17. C Sweet Sally
COMPANY:Nassau/Suffolk, $5Million + AnnualRevenue
OCCUPATION:CEOor Owner
AGE: 50
ANNUAL INCOME: $200,000
Sally has a respect for tech. Her company is in growth mode. She understands the
ramifications of being hackedand data is vulnerable.
Sally puts a premium on cyber security and implemented on-going education
and training for herself and her staff. She understands that a security breach
would have an enormous impact on the business and keeps her up at night.
Partnering with the right IT company is a top priority—more important than
price.

18. Level Up Lonnie
COMPANY:Nassau/Suffolk, 50-100Employees
OCCUPATION:CEOor Owner
AGE: 45
ANNUAL INCOME: $100,000
Has an IT department consisting of just one person with a helper. Lonnie is
looking to increase efficiencies and security while reducing expenses.
He is aware that the company needs to invest in IT, but is not sure what to do.
The current IT team is consumed with Level 1 help desk and punch list items. The
company lacks a security strategy, direction and vision.

19. How to Use Buyer
Personas in
Marketing

20. Uses for Buyer Personas
Buildingeffective contentmarketing strategiesby focusing
keyword research efforts.
Segment email list tosend targeted offers
to buyers based ontheir preferences.

21. Uses for Buyer Personas
Publishingcontent andadvertisementsonthe channels(email,
socialmedia)most frequentedby your Buyer Persona.
Refine your copywritingto reflect
improved SEO strategies.

22. Uses for Buyer Personas
Align messaging topromote brandunityand increasebrand
awareness.
Time your marketing campaignsfor peak engagement rates.

23. How to Find Data to
Create a Buyer
Persona

24. Questions to Ask:
Talkto Customer-Facing Employees
Talkto Your Clients
Who WouldYou Like to Buy From You?
Where is Your CompetitionSeeing Success?
Where Do YouWant toGrow?
Check Out Your Own Analytics

25. Questions to Ask:
What istheir profession?
Where do they go for information?
How dothey prefer to obtainproducts/services?
What is importantwhen selecting a vendor?
What do they value most?
What are their goals?

27. Typically,the demographics and interest reports will represent a 25%-40%subset of your
website visitors.

28. Compareaverage session duration, bounce rateby each demographic.

29. In-Market Segments identify theproduct-purchaseinterests of yourvisitors.

30. Affinity Categories identify lifestyle preferences of ourwebsite visitors.

31. Facebook Insights is an analyticsdashboard where you cantrack
user behavior and post performance on your Facebook business
page.

33. Y

34. Y

35. Add an Insight Tag to your company’s homepage and set up
Website Demographics to gather professional data about your
visitors.

36. Website
Understanding who our target audienceis and where they spend
their time, you can build anweb presence by focusing on content
that speaks to their needs and wants.

38. When generating keyword terms to target in your copy, keep
your Buyer Personas in mind.
Consideringyour users willallowyoucreate content thatwill
accuratelyrepresent the needs and intentionsof your target
audience.

39. Search Engine
Marketing
(Paid)

40. Audience Targeting

42. OTT/CTV
OTT (over-the-top)advertising is advertising
delivered directly to viewers over the internetthrough
streamingvideo services or devices, such as smart or
connectedTVs (CTV).

44. TheMiller BusinessCenteroffers accesstoextensive and specialized
business resources as well as personalized business research and reference
assistance—industry facts, consumer trends, and othervaluable business
intelligence.

45. HENRY BRAMWELL
HB@VGL.COM
WWW.VGL.COM
Presentationavailable:
www.slideshare.net/hbram