Segmenting Your Market and Getting to Know Your Buyer Personas with Wood Street Inc.'s Co-founder and Marketing Expert Jon-Mikel Bailey. You think you know your audience, but do you really know them? When you’re marketing are you thinking about them and their needs? Are you thinking about what makes them different? What makes them the same? In this workshop, we will examine buyer personas and their importance in targeted marketing and audience development. By the end of the class we will have created and examined multiple buyer personas based on your individual organizations. You'll get to doodle AND learn a valuable marketing lesson! Doesn’t get much better than that.

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Getting to Know Your
Buyer Personas…
Connecting with
the right audience!

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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

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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.”

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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?

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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”.

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Who are we talking about?
Don’t say “anyone who…”

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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

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• 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?
How to Identify Your Buyer Personas

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• 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?
First Exercise – Answer these questions…
Answer these questions about an “ideal client” for your
organization. GO!

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Bringing Personas to Life
You have their vitals, let’s put a face on them…

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Bringing Personas to Life
And give
them a bio…
Write their
story…

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Next Exercise – Sketch your personas
• Use the same answers
• Sketch 2-4 personas
• GO!

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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?

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What does Brad want?
How do you convert them into a client or a fan?

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Brad wants information, content…
• These are your content “outposts”
• Use content to attract site visitors
• Build blog outreach, guest post
• Become a resource
• Seek syndication

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Where to share…
• Social channels
• Email Newsletters
• Seminars and SlideShare
• Directories in your industry
• Optimize for mobile!!!

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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?’”

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QUESTIONS???
Suggested resources:
www.woodstreet.com
www.marketingprofs.com
www.contentmarketinginstitute.com
www.zeromomentoftruth.com
www.mediapost.com
www.heidicohen.com
Contact me:
www.woodstreet.com
jbailey@woodst.com
@woodstreetweb
@jonmikelbailey
Facebook.com/woodstreetweb
301.668.5006 x101
Read these two books… Content Rules! And Optimize!