buyer personas

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@TweetsByCaraSouth Florida Code Camp 2015

HOW TO BUILD BUYER PERSONAS & CREATE A SUCCESSFUL ENGAGEMENT LIFECYCLE

Cara Pluff, Director of Marketing@tweetsbycara

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IS YOUR PRINCESS IN ANOTHER CASTLE?

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LET’S START WITH A FACT…

According to Harvard Business Review, 60% of the buying process is complete before the sales department ever hears from the prospect

60%

40%

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BUYER PERSONAS

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WHAT ARE BUYER PERSONAS?

Fictional Representations

Ideal Customers

Based on Real Data

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BUT WHY ARE BUYER PERSONAS SO KEY?

They allow highly personalized and targeted engagement and are the secret to being competitive in a market with massive firms like

Amazon.

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TARGETING…BY TARGET

• Hired Andrew Pole• $44 Billion to $67 Billion• 25 Common Products• Prediction Score

• Credit Cards• Coupons• Surveys• Loyalty Programs• Emails/Website Visits

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HOW DO YOU BUILD BUYERPERSONAS?

Research

SurveysInterviews

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TWO TYPES OF PERSONA CHARACTERISTICS

Demographic Psychographic Success

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HOW DO YOU SOCIALIZE A PERSONA

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PERSONA TEMPLATE

Background• Basic details about persona’s role

• Key information about persona’s company

• Relevant background information like education or hobbies

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PERSONA TEMPLATE

Demographics• Gender

• Age Range

• Household Income

• Urbanicity (urban, suburban, rural)

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Identifiers• Buzz Words

• Mannerisms

Goals• Persona’s Primary Goal

• Persona’s Secondary Goal

Concerns

PERSONA TEMPLATE

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PERSONA TEMPLATE

Challenges• Primary challenge to persona’s success

• Secondary challenges to persona’s success

How We Help• How you solve them challenges

• How you help them achieve their goals

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PERSONA TEMPLATE

Real Quotes• Represent them well

• Create relatability

Common Objections• Why they aren’t buying

• How to overcome them

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PERSONA TEMPLATE

Marketing Messaging• How should you communicate your

solution to this persona?

• Do they respond differently to different messaging styles (humor, memes, assertiveness, etc.)

Elevator Pitch

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PERSONA TEMPLATE

Marketing Channels• Where do they gather information?

• What sites do they visit most often?

Interaction Preferences• How do they like to receive

information?

• Do they research for themselves or delegate?

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PERSONA EXAMPLEPrincess Peach

JOB TITLE: Princess COMPANY: Mario Brothers PlumbingINCOME: $$$$$

AGE: 21PERSONAL STATUS: Single, No ChildrenLIVING: Castle in a Rural Kingdom

IDENTIFIERS: Loves Pink, Sporty, Trusting, Enjoys Writing Letters

GOALS: Get Back to Freedom

CHALLENGES: One Nasty Fire Breathing Dragon

HOW WE CAN HELP: Stomp on some Goombas & Kick Bowser Tail

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HOW ABOUT A REAL EXAMPLE

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MEET “OCEAN”

• 32 Years Old• Professional • Graphic Designer• Income of $100,000/year• Engaged (to Duke)• Owns her own condo• Travels frequently• Fashionable• Works out every day• Works out for 1.5 hours

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MEET “DUKE”

• 35 Years Old• Professional • Architect• Income > $100,000/year• Engaged (to Ocean)• “Athletic Opportunist”• Enjoys surfing & Snowboarding• Wants Quality

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TO SUM IT UP

"If you’re 20 years old or you’re graduating

from university, you can’t wait to be that

woman. If you’re 42 years old with a couple

children, you wish you had that time back."

- Lululemon Founder, Chip Wilson

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EXCLUSIONARY PERSONAS

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HOW YOU CAN USE CUSTOMER PERSONAS

Content Creation

• Blog Content

• Non-transactional Conversion Offers

• Website & Graphic Design

• Email Copy & Design

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HOW YOU CAN USE CUSTOMER PERSONAS

Sales

• How does this person respond to assertiveness?

• What creates a sense of urgency for them?

• What are the key pain points the solution addresses?

• What’s the prospect’s level of sophistication?

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HOW YOU CAN USE CUSTOMER PERSONAS

Services

• What’s the customer’s level of sophistication?

• What are the primary features that attracted the customer?

• What organizational or experiential challenges might hinder implementation?

• What unique use cases can be used to upsell or retain a customer?

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ENGAGEMENT

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MORE FUN FACTS

61% of consumers planned to watch the Super Bowl with a smartphone in hand

AND YET…

51% of advertisers elected to just run their ad without asking viewers to do anything.

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WHY YOU SHOULD CARE

•Customers and prospects expect straightforward and

honest solutions without the traditional sales process

•They know what they want before they talk to you

The Buyer Has

Changed

•Continuous innovation is required to differentiate

•The customer experience must evolve through the

lifecycle

Innovation Has

Changed

•Employees must be empowered to solve the problem

and the complaint

•Tiered resolutions are no longer acceptable

Empowerment

has Changed

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THE CUSTOMER LIFE CYCLE

Acquire

• Inquiry

Engage

• Evaluation

Convert

• Purchase

Business Getting

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THE CUSTOMER LIFE CYCLE

Serve

•Product

Usage

Grow

•Repurchase

or Renewal

Retain

•Brand

Advocate

Business Keeping

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CUSTOMER INTERACTION & CHANNELS

• Invite Email Subscription

• Invite Customers to Express Interests

• Invite Customers to Identify Product or

Service Needs

Interaction

• SEO/SEM

• Social Media

• Mobile

• Websites

Channels

ACQUIRE

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CUSTOMER INTERACTION & CHANNELS

• Deliver Relevant Information

• Invite to Webinars/Events

• Provide Links to Relevant InformationInteraction

• Email

• Websites

• Webinar/Events

• Account Representatives

Channels

ENGAGE

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CUSTOMER INTERACTION & CHANNELS

• Thank Customer for Purchase

• Promote Related Products/Services

• Reinforce Value

• Invite Opt-In for Updates

Interaction

• Email/Mobile

• Direct Mail/Print

• Websites/Social Media

• Account Representatives

Channels

CONVERT

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CUSTOMER INTERACTION & CHANNELS

• Send Personalized News & Updates

• Send Triggered Offers

• Provide Links to Relevant Information

• Enable Self-Help Resources

Interaction

• Email/Mobile

• Direct Mail/Print

• Websites/Social Media

• Account Representatives

Channels

SERVE

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CUSTOMER INTERACTION & CHANNELS

• Send Renewal Triggered Cross-Sell or

Upsell Offers

• Provide Incentives to Renew or Purchase

New Services

Interaction

• Email/Mobile

• Direct Mail/Print

• Websites/Social Media

• Account Representatives

Channels

GROW

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CUSTOMER INTERACTION & CHANNELS

• Invite the Customer to Contribute

Content for Your Business/Product

• Reward Loyalty and Referrals

• Become a True Partner

Interaction

• Email/Mobile

• Direct Mail/Print

• Websites/Social Media

• Account Representatives

Channels

RETAIN

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ENGAGEMENT CHANNELS

Website

Email

Mobile

Social

Media

Direct

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WEBSITE ENGAGEMENT

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WEBSITE ENGAGEMENT

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WEBSITE ENGAGEMENT

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WEBSITE ENGAGEMENT

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WEBSITE ENGAGEMENT

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EMAIL ENGAGEMENT

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MOBILE ENGAGEMENT

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MOBILE ENGAGEMENT

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SOCIAL MEDIA ENGAGEMENT

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MY ORIGINAL TWITTER FEED…

“Comcast you suck”

“Comcast I hate you”

“Dear Comcast, we’re breaking up”

“Comcast, it’s really YOU not me”

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DIRECT/PRINT

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SUCCESSFUL ENGAGEMENT STARTS HERE• Know Your Customer

• Differentiate Your Customer Service

• Humanize Your Brand

• Hold Conversations & Play With Others

• Personalize Your Interactions

• Leverage Gamification

• Jump on the Trendy Bandwagon

• Be There When They Need You

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KNOW YOUR CUSTOMER

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DIFFERENTIATING YOUR CUSTOMER SERVICE

Innovation is Key, But Tradition will Never Be Forgotten

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HUMANIZE YOUR BRAND

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HOLD CONVERSATIONS & PLAY WITH OTHERS

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HOLD CONVERSATIONS & PLAY WITH OTHERS

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PERSONALIZE INTERACTIONS

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LEVERAGE GAMIFICATION

FROM LOYALTY CARDS FOR

OUR FAVORITE STORES TO

FITNESS APPS – WE ARE

ALL PARTICIPATING IN

GAMIFICATION.

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LEVERAGE GAMIFICATION

N00b

Player

Master Focus on creating:

Desire

Incentive

Focus on creating:

Challenge

Achievement

Focus on creating:

Feedback

Skill

Onboarding

Habit-Forming

Expertise

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JUMP ON THE TRENDY BANDWAGON

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JUMP ON THE TRENDY BANDWAGON

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BE THERE WHEN THEY NEED YOU & KEEP PROMISES

“Open conversations generate loyalty, sales and most of all, learning… for both sides”.Seth Godin

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BUT BE CAREFUL WHAT YOU AUTOMATE

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AND BE CAREFUL WHAT YOU SAY

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ULTIMATELY CHECK YOURSELF

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HATERS GONNA HATE (& I HATE MYSELF FOR THE IMPROPER GRAMMAR)

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SHAKE IT OFF

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MARKETING AUTOMATION

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WITH ANALYTICS COMPANIES SEE…

75% More Pipeline Growth

3X Sales Cycle Conversion Rates

2X Win Rates

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MEASURING ENGAGEMENT

http://www.smartinsights.com/digital-marketing-strategy/customer-retention-strategy/7-questions-to-drive-customer-engagement/

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MEASURING ENGAGEMENT

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MEASURING ENGAGEMENT

It All Goes Back to Your Audience or “Buyer”

Female Profile Male Profile

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REMEMBER…

CUSTOMERS REALLY VOTE WITHTHEIR FEET AND THEIR WALLETS.

KEEP THEM ENGAGED!

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