This document discusses developing online buyer personas by focusing on understanding who a business's ideal customers are and what information they are looking for. It emphasizes the importance of observing how prospects find and interact with a company's website in order to connect with the right people at the right time and place. Developing accurate buyer personas involves paying close attention to details about a prospect's digital footprint, website visits, which pages they view, how purchase decisions are made and how many people are involved in order to provide the right information and help close sales.

1. Developing Online Buyer Personas
March 2013

2. Most businesses operate in…
• Fluid environment
• Constantly evolving process..

3. Are we connecting ?
Is our message?
Right Place! Right Time! Right Context!

4. Deeper the dive..
• More attention to detail
• Stakes getting higher.

5. Two Questions.
• Who is your ideal
customer?
And
• What information are
they looking for?

6. Help these prospects have me surrounded!
Where, When, Who, Why

7. How do Prospects find me online?
• What words are they typing to find me!

8. Do they stay long when they arrive.
• Does my website make them feel welcome!

9. What do they do on my site ?
• Where do they go?

10. How do I find out?
• Observe

11. What about asking them…
• Consult..
I know you know

12. Where’s the sweet spot!
• It could be
WONGA!

13. Perhaps……
• It the numbers that matter

14. I might even be …
Job security…

15. Which in Turn affects….
• Purchase behaviour.

16. Buyers like these need…..

17. How is the decision made…..
• Are we connecting with the right people?

18. Who has ultimate…
• Authority!

19. Who controls ….
• Purse strings

20. How long will it take…
• To get a decision!

21. How many people..
• Are involved..
In final decision

22. What info do they need…
• To get the Light switch on.

23. Don’t forget.
• Digital Footprint..

24. How many?
• Website Visits.

25. How many?
• What information are they looking for!

26. What pages were visited…
• Pricing page =

27. Other pages….
• Careers page =

28. Can you recognise….

29. Team effort results in..
• Touchdown = Closing the sale!