WoodStreet Inc.'s Jon-Mikel Bailey Led an exhilarating workshop on implementing buyer personas for increased impact in marketing. Checkout this great presentation!
1. Getting to Know Your
Buyer Personas…
Connecting with
the right audience!
www.woodstreet.com
@jonmikelbailey
2. What we’ll talk about
1. What is a Buyer Persona?
2. How to identify Buyer Personas
3. Bringing personas to life
4. Giving personas what they want
www.woodstreet.com
@jonmikelbailey
3. What is a Buyer Persona?
To paraphrase Adele Revella, founder of Buyer Persona
Institute, a buyer persona is defined as…
“A detailed profile of an example buyer that represents
the real audience – the buyer that you hope to persuade
to buy your products, services or solution.”
www.woodstreet.com
@jonmikelbailey
4. What is a Buyer Persona?
You are selling something...
a product, an idea, an event.
You are selling something to someone.
So, how do you get them to buy it?
www.woodstreet.com
@jonmikelbailey
5. What is a Buyer Persona?
Before you build a website and a blog or “do social”…
• Who your customers?
• What do they care about?
• What are they really buying?
Hint: people who purchase a car…
aren’t usually buying the “car”.
www.woodstreet.com
@jonmikelbailey
6. Who are we talking about?
Don’t say “anyone who…”
www.woodstreet.com
@jonmikelbailey
7. How to Identify Your Buyer Personas
First, consider actual data for your customers…
• Demographics
• Their value, in money, reach and return business
• How they prefer to interact with you…
phone, email, website, mobile, social, etc
www.woodstreet.com
@jonmikelbailey
8. How to Identify Your Buyer Personas
• Who are they?
• What do they do?
• Why should they care
about your organization?
• Where are they and
where do they find you?
• How do you convert them
into a client or a fan?
www.woodstreet.com
@jonmikelbailey
9. First Exercise – Answer these questions…
Break into small groups, 4 or less. Pick one volunteer and ask them
these questions about their organization. 5 minutes, GO!
•
•
•
•
•
Who are they?
What do they do?
Why should they care about your organization?
Where are they and where do they find you?
How do you convert them into a client or a fan?
www.woodstreet.com
@jonmikelbailey
10. Bringing Personas to Life
You have their vitals, let’s put a face on them…
www.woodstreet.com
@jonmikelbailey
11. Bringing Personas to Life
And give
them a bio…
Write their
story…
www.woodstreet.com
@jonmikelbailey
12. Next Exercise – Sketch your personas
•
•
•
•
•
www.woodstreet.com
Same group as before
Use the same answers
Sketch 2-4 personas
7 minutes
GO!
@jonmikelbailey
13. Present – Tell me about your Brad
• Who are they?
• What do they do?
• Why should they care
about your organization?
• Where are they and
where do they find you?
www.woodstreet.com
@jonmikelbailey
14. What does Brad want?
How do you convert them into a client or a fan?
www.woodstreet.com
@jonmikelbailey
15. Brad wants information, content…
• These are your content “outposts”
• Use content to attract site visitors
• Build your blog outreach
• Become a resource
• Seek syndication
www.woodstreet.com
@jonmikelbailey
16. Where to share…
• Social channels
• Email Newsletters
• Seminars and SlideShare
• BizSugar and other directories
• Optimize for mobile!!!
www.woodstreet.com
@jonmikelbailey
17. And I’ll leave you with a quote…
I asked Ann Handley, author of Content Rules,
what the most important takeaway from her book was…
“Be relentlessly customer-focused
and not corporate-focused.
Ask yourself…
‘What marketing will my customer THANK me for?’”
www.woodstreet.com
@jonmikelbailey
