Buyer Personas: Why They Matter and How to Create Them

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An overview of the importance of buyer personas to really focus on the people who matter, as well as tips and tools on how to develop them.

Why Buyer Personas Matter
(and how to create them)

Question:
Have you created buyer personas?

What are buyer personas?
A buyer persona is a
semi-fictional
representation of
your ideal customer
based on market
research and real data
about your existing
customers.

The
people
who really
matter.

Why Do Buyer Personas Matter?

Align Marketing and Sales to the:

How Many Buyer Personas?

What Does a Buyer Persona Look Like?

How to Create Buyer Personas

Identify The People Who Matter

Talk to Your Them

Listen to Your Them

Drill Down Into Your Leads

Net Promoter Scores

Surveys

Buyer Persona Tools

WHO’S YOUR
IDEAL CUSTOMER?

Mark Evans
ME Consulting
markevans.ca
mark@markevans.ca
416-669-7028
linkedin.com/in/markev/
Amazon: bit.ly/marketingsparkbook

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This session is designed to get back to the basics and focus on what will really drive traffic to you - your website and content. Join us for a transformative session where we'll redefine how you think about website effectiveness and digital marketing with your content. Discover how to leverage your website as the centrepiece of your marketing strategy, integrating SEO, automation, and content to drive meaningful results. This masterclass will highlight the importance of a well-optimized website and provide actionable strategies to turn your site and social media into a powerhouse for user engagement and conversion. Takeaways: Strategies for enhancing website engagement: Learn how to captivate your audience right from their first click with on-point design and user experience enhancements. Integrating tools for superior results: Unlock the potential of systems and platforms to refine your marketing efforts, freeing up your time to focus on your other priorities. Conversion-Optimized Content Development: Gain insights on creating cross-medium content that does more for you. This session will arm you with the knowledge and tools needed to transform your website into a core asset of your marketing strategy, driving both traffic and conversions.

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Foundation First - Why Your Website and Content Matters - David Pisarek

Foundation First - Why Your Website and Content Matters - David Pisarek

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Martal Group - B2B Lead Gen Agency - Onboarding Overview

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Kraft Mac and Cheese campaign presentation

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Buyer Personas: Why They Matter and How to Create Them

1. Why Buyer Personas Matter (and how to create them)

2. Question: Have you created buyer personas?

3. What are buyer personas? A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

4. The people who really matter.

5. Why Do Buyer Personas Matter?

6. What Buyer Personas Matter • In-depth info about your customers, their problems, pains, and goals, and how they make purchases. • Makes your marketing and sales more focused and effective • Ensures that everyone’s on the same page • Fuels great brand storytelling

7. Align Marketing and Sales to the:

8. How Many Buyer Personas?

9. What Does a Buyer Persona Look Like?

10.

11.

12.

13. How to Create Buyer Personas

14. Identify The People Who Matter

15. Talk to Your Them

16. Listen to Your Them

17. Drill Down Into Your Leads

18. Net Promoter Scores

20.

21.

22. Buyer Persona Tools

23. WHO’S YOUR IDEAL CUSTOMER?

24.

25. Mark Evans ME Consulting markevans.ca mark@markevans.ca 416-669-7028 linkedin.com/in/markev/ Amazon: bit.ly/marketingsparkbook

Notas del editor

Let’s start with a simple question: how many of you have created buyer personas? Let a comment in the chat. If you haven’t created a buyer persona, hopefully I’ll convince you today about what they matter.
Before we started, a quick poll: how many people have actually created buyer personas? I would hazard to guess that many companies don’t have buyer personas. It begs the question: how does an organization make sure it has a crystal clear picture of its customers. Where does that information exist?
There are dozens of ways to define a buyer persona but here’s a good one from HubSpot:
In simple terms, a buyer persona is……
Why do buyer personas matter? Let’s look at four different reasons why you need buyer personas as part of the mix.
Personallly, I would start with two or three buyer personas to identify your key customers. But you can have many different types of customers and many buyer personas. As well, buyer personas can include Influencers, Detractors, Analysts
Tools: Persona App HubSpot
On the walls of MailChimp…….
Talk to your customers, prospects, ex-customers.
Talk to your customers, prospects, ex-customers.
Awareness, consideration, decision