the Marketers Buyer Persona Kit What are Buyer

the Marketer’s Buyer Persona Kit

What are Buyer Personas? Buyer personas are fictional representations of your ideal prospect that assist in the strategy and execution of a more targeted marketing campaign. Although fictional, they are based on real data, behaviors, and demographics learned through customer interviews and polls.

How to Use this Template We’ve created this readymade Power. Point to clarify buyer personas as well as provide you with an editable document (write directly in the Power. Point and print it!) so you can forget about the technicalities and carry on with actually creating your personas. This template will detail how to conduct your interviews as well as how to input the information you’ve collected and create your persona.

The Interview The most important aspect of creating your buyer personas is collecting the right information in order to ensure accuracy. You want to highlight your ideal prospects. The right customers for your business. In order to ensure that your personas reflect this, communicate with your company’s account management team – or any other customer service representative – in order to understand who’s having great success with your product or service as well as who’s easiest to work with.

The Interview Record their feedback and schedule interviews with the recommended customers. We’ve actually included recommended interview questions here – courtesy of Hub. Spot – to get you started, but by all means, add or subtract as you deem necessary! Tip: Remember to always follow up answers with “why? ” The more information and clarification you have, the more accurate a persona and overall marketing strategy you’ll have.

Interview Questions Role: 1. 2. 3. 4. 5. 6. What is your job role? Your title? How is your job measured? What does a typical day look like? What skills are required to do your job? What knowledge and tools do you use in your job? Who do you report to? Who reports to you? Company: 1. In which industry or industries does your company work? 2. What is the size of your company (revenue, employees)? Goals: 1. What are you responsible for? 2. What does it mean to be successful in your role?

Interview Questions Challenges: 1. What are your biggest challenges? Watering Holes: 1. How do you learn about new information for your job? 2. What publications or blogs do you read? 3. What associations and social networks do you belong to? Personal Background: 1. Describe your personal demographics (if appropriate, ask their age, whether they're married, if they have children). 2. Describe your educational background. What level of education did you complete, which schools did you attend, and what did you study? 3. Describe your career path. How did you end up where you are today?

Interview Questions Shopping Preferences: • • • How do you prefer to interact with vendors (email, phone, in person)? Do you use the internet to research vendors or products? If yes, how do you search for information? Describe a recent purchase. Why did you consider a purchase, what was the evaluation process, and how did you decide to purchase that product or service?

Buyer Persona Template Using the information you’ve collected in your interviews, fill in your personas accordingly. Here’s a template for how to organize yours. (Feel free to input your information and make it your own!) Background: • • Detail the personas job role and responsibilities Include pertinent information about the persona’s company Education, experience, hobbies, etc. Married? Children? Demographics: • • Gender (skews male/female? ) Age Range Joint household income Geographic (Is your persona urban, suburban, or rural?

Buyer Persona Template Identifiers: • Key personality traits (extroverted? Reserved? ) • Mannerisms • Job identifiers (Works 60 hours/week, prefers email over direct mail, etc. ) Goals: • • Primary Goal Secondary Goal Challenges: • • Biggest challenge to persona’s success Needs in order to achieve success Value Proposition: • • How your company solves your persona’s challenges How your company is positioned to achieve persona’s goals

Buyer Persona Template Quotes: • Include actual quotes from buyer persona interviews. These help to further represent your persona accurately as well as help your team understand them better. Common Objectives: • What are the most common objections to your product/service from this persona? Marketing Message: • How will you convey the value and position your solution to this specific persona? Elevator Pitch: • This should be a simple description of your solution that everyone in your company understands.

Sample Persona: Craig the CEO Background: • Founder & CEO • Has owned company for over 10 years • Previously worked in the industry prior to ownership • Married with children Demographics: • Skews Male • Age 45 -60 • Suburban Identifiers: • Calm demeanor • Has an assistant screening calls • Spends 12 hours pricing jobs and running business • Blogs; Harvard Business Review, Killer Startups, Huffington Post • Social Media; Facebook, Twitter, Linked. In • Prefers Ebooks over webinars; “I can read it when I have time. It’s tangible, quick and to the point. ”

Sample Persona: Craig the CEO Goals: • Scale business to the point where I only work 20 hours (or less) per week • Hit a stride of generating a high volume of qualified leads and SQL’s every month • Hire new employees • Make business not reliant on me Common Objectives: • I’m spending $X every month; what exactly am I getting? • What’s the difference in service from clients who pay more to those who pay less?

Sample Persona: Craig the CEO Challenges: • Have too many advertising companies • Want a one-stop shop for everything • No time to research new information to make job easier • Traditional marketing isn’t working anymore • Creating a consistent flow of quality content Value Proposition: • • • Act as a one-stop shop for all marketing/advertising needs Make it easy to implement and execute the marketing initiatives that drive online business Develop and implement a content strategy that generates traffic and leads

Sample Persona: Craig the CEO Quotes: • “I prefer email. People have selective amnesia. When it’s written, you can throw it back in their face. ” • “I’m an avid learner. I read 3 -4 books a month as well as recommendations from people I respect the most. ” • “In 6 -8 months, I really want this to hit a stride of generating more qualified leads. I’d like to shoot from 50 a month to 300 a month. If it does, that’s a sign that it’s working. ”

Sample Persona: Craig the CEO Common Objectives: I’m spending $X every month; what exactly am I getting? What’s the difference in service from clients who pay more to those who pay less? Marketing Message: Full-service Inbound Marketing Agency Elevator Pitch: We’ll make marketing and scaling your business easy for you. Forget the day-to-day tasks, we’ll handle everything from your website to business cards to ensure the initiatives are in place to effectively grow your business.

Turn these tips into Actual Results Learn how to integrate buyer personas into your overall marketing strategy. Schedule your free assessment with one of our inbound marketing consultants. You’ll receive: • A 30 -minute conversation with an inbound marketing consultant. • How to integrate buyer personas into your marketing campaign. • An evaluation of your current website and marketing strategy. • Suggestions for improvement. • Real solutions to achieve your business and marketing goals. impactbnd. com/getstarted