Intro to Inbound: Creating Buyer Personas
•Télécharger en tant que PPTX, PDF•
0 j'aime•594 vues
Workshop presented on October 25th, 2014 at the Greenhorn Connect Summit at the Microsoft NERD Center in Cambridge, MA.
Recommandé
Contenu connexe
En vedette
En vedette (20)
Similaire à Intro to Inbound: Creating Buyer Personas
Similaire à Intro to Inbound: Creating Buyer Personas (20)
Dernier
Dernier (20)
Intro to Inbound: Creating Buyer Personas
- 1. Intro to Inbound Creating Buyer Personas Katherine Yasi @kathyasi
- 2. 1 Inbound Marketing and Buyer Personas 2 Why you need Buyer Personas 3 How to create Buyer Personas 4 Using Buyer Personas in the wild!
- 3. 1 Inbound Marketing and Buyer Personas
- 5. What is a buyer persona?
- 6. Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.
- 8. 2 Why you need Buyer Personas
- 9. 3 How to Create Buyer Personas
- 10. How we create Personas 1 Identify questions to ask to develop your persona 2 Determine how you’ll research your personas 3 Compile research & answers to your questions 4 Tell your persona’s story
- 11. Research Techniques Interview customers Research/survey your customers Use data from form fields Talk to sales/customer support/services Search for your keywords on various social networks Check out the comments section on key industry blogs - what are people talking about? Search for people commenting on industry blogs on LinkedIn - what information can you glean from their profiles?
- 12. Format of a persona story • Part 1: Information about the persona’s job and/or demographic information • Part 2: Portray what a day in their life looks like, focusing on relevant facts and not just “they wake up, eat breakfast, go to work” • Part 3: What are the greatest challenges this persona faces when it comes to achieving their goal? What are the biggest pain points they face in their role? • Part 4: Depicts where this person goes for role-related information, as well as where they spend time online and in general. (Blogs, social media, co-workers, etc) • Part 5: What are the common objections/misconceptions this persona has when it comes to purchasing or using a product/service like yours?
- 13. 4 Using Buyer Personas in the wild!
- 14. QUESTIONS?
- 15. THANK YOU
Notes de l'éditeur
- Inbound marketing was born after a realization that the traditional marketing playbook was not working. Outbound tactics such as buying ads, buying email lists, direct mail, cold calling, etc – Humans have gotten really good at tuning this stuff out (TiVo, adblocker software, spam protection software, caller ID). Inbound marketing focuses on creating quality content that pulls people toward your company and product – By aligning the content you publish with your customer’s interest you naturally attract inbound traffic that you can then convert, close, and delight over time. It’s all about who we’re trying to attract – your buyer persona. This persona will guide all of your content creation at each stage of the above methodology.
- Content Level – Image Text Orientation 1
- One of HubSpot’s personas
- They're who you're trying to reach. Act as basis for all content being created - because when you know who you're writing to, you know what they're interested in Help you know where to spend time marketing - in terms of which channels, formats, and otherwise. Help elucidate which topics are most interesting to your ideal customers They provide insight into what sales process/technique works best. This can mean anything from close style, to preferred method of communication, to length of process and beyond. Understanding customers' motives and driving factors helps you better know how to help solve their problems in a way that makes sense to them. Provides insight into the way customers and prospects think about your product/industry and the words they use to describe it, leading to better keyword research and website optimization. Gives an idea of the tone, language, level of industry knowledge, or jargon to use on your website and marketing content. They help you understand the struggles customers are working to overcome or goals they're trying to achieve. Knowing a persona's style, likes, dislikes, and beyond can help you create a website with great UX/design Useful for smart content and overall segmentation Can help guide product/service development Helps all employees to empathize with customers by allowing them to "walk a mile in their shoes." Create alignment across an entire organization (since everyone knows exactly who you're trying to reach and why). Helps you know which email subject lines might work best, as well as what type of email content to create and for which ESPs Provides a guideline for determining when to publish blog posts, send emails, or schedule social media messages
- ACTIVITY! Put up persona profile checklist: http://cdn2.hubspot.net/hub/137828/file-527172300-pdf/product%20classes/buyer%20personas/Persona_Profile_Checklist.pdf Give out persona development worksheet to students: http://cdn2.hubspot.net/hub/137828/file-1136612721-pdf/Buyer_Persona_Development_Worksheet.pdf Choose a business you are familiar with (could be one you have worked for in the past, one you currently work at, or one you want to work for you) – create a buyer persona that interacts with that company. Complete persona development worksheet and then come up with 3 blog post titles you could write that would align with that persona.
- Content Level – Image Text Orientation 3