intro to inbound: creating buyer personas

Intro to InboundCreating Buyer Personas

Katherine Yasi

@kathyasi

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!

1Inbound Marketing and

Buyer Personas

Inbound Methodology

What is a buyer persona?

Semi-fictional representations of

your ideal customer based on real

data and some select educated

speculation about customer

demographics, behavior patterns,

motivations, and goals.

2 Why you need Buyer Personas

3 How to Create Buyer Personas

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

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?

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?

4 Using Buyer Personas in the wild!

QUESTIONS?

THANK YOU