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Page 1: Buyer Personas

@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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@TweetsByCaraSouth Florida Code Camp 2015

IS YOUR PRINCESS IN ANOTHER CASTLE?

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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

BUYER PERSONAS

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@TweetsByCaraSouth Florida Code Camp 2015

WHAT ARE BUYER PERSONAS?

Fictional Representations

Ideal Customers

Based on Real Data

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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

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

Page 8: Buyer Personas

@TweetsByCaraSouth Florida Code Camp 2015

HOW DO YOU BUILD BUYERPERSONAS?

Research

SurveysInterviews

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@TweetsByCaraSouth Florida Code Camp 2015

TWO TYPES OF PERSONA CHARACTERISTICS

Demographic Psychographic Success

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@TweetsByCaraSouth Florida Code Camp 2015

HOW DO YOU SOCIALIZE A PERSONA

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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

PERSONA TEMPLATE

Demographics• Gender

• Age Range

• Household Income

• Urbanicity (urban, suburban, rural)

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@TweetsByCaraSouth Florida Code Camp 2015

Identifiers• Buzz Words

• Mannerisms

Goals• Persona’s Primary Goal

• Persona’s Secondary Goal

Concerns

PERSONA TEMPLATE

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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

PERSONA TEMPLATE

Real Quotes• Represent them well

• Create relatability

Common Objections• Why they aren’t buying

• How to overcome them

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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

HOW ABOUT A REAL EXAMPLE

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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

EXCLUSIONARY PERSONAS

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@TweetsByCaraSouth Florida Code Camp 2015

HOW YOU CAN USE CUSTOMER PERSONAS

Content Creation

• Blog Content

• Non-transactional Conversion Offers

• Website & Graphic Design

• Email Copy & Design

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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

ENGAGEMENT

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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

THE CUSTOMER LIFE CYCLE

Acquire

• Inquiry

Engage

• Evaluation

Convert

• Purchase

Business Getting

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@TweetsByCaraSouth Florida Code Camp 2015

THE CUSTOMER LIFE CYCLE

Serve

•Product

Usage

Grow

•Repurchase

or Renewal

Retain

•Brand

Advocate

Business Keeping

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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

ENGAGEMENT CHANNELS

Website

Email

Mobile

Social

Media

Direct

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@TweetsByCaraSouth Florida Code Camp 2015

WEBSITE ENGAGEMENT

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@TweetsByCaraSouth Florida Code Camp 2015

WEBSITE ENGAGEMENT

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@TweetsByCaraSouth Florida Code Camp 2015

WEBSITE ENGAGEMENT

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@TweetsByCaraSouth Florida Code Camp 2015

WEBSITE ENGAGEMENT

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@TweetsByCaraSouth Florida Code Camp 2015

WEBSITE ENGAGEMENT

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@TweetsByCaraSouth Florida Code Camp 2015

EMAIL ENGAGEMENT

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@TweetsByCaraSouth Florida Code Camp 2015

MOBILE ENGAGEMENT

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@TweetsByCaraSouth Florida Code Camp 2015

MOBILE ENGAGEMENT

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@TweetsByCaraSouth Florida Code Camp 2015

SOCIAL MEDIA ENGAGEMENT

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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

DIRECT/PRINT

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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

KNOW YOUR CUSTOMER

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@TweetsByCaraSouth Florida Code Camp 2015

DIFFERENTIATING YOUR CUSTOMER SERVICE

Innovation is Key, But Tradition will Never Be Forgotten

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@TweetsByCaraSouth Florida Code Camp 2015

HUMANIZE YOUR BRAND

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@TweetsByCaraSouth Florida Code Camp 2015

HOLD CONVERSATIONS & PLAY WITH OTHERS

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@TweetsByCaraSouth Florida Code Camp 2015

HOLD CONVERSATIONS & PLAY WITH OTHERS

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@TweetsByCaraSouth Florida Code Camp 2015

PERSONALIZE INTERACTIONS

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@TweetsByCaraSouth Florida Code Camp 2015

LEVERAGE GAMIFICATION

FROM LOYALTY CARDS FOR

OUR FAVORITE STORES TO

FITNESS APPS – WE ARE

ALL PARTICIPATING IN

GAMIFICATION.

Page 58: Buyer Personas

@TweetsByCaraSouth Florida Code Camp 2015

LEVERAGE GAMIFICATION

N00b

Player

Master Focus on creating:

Desire

Incentive

Focus on creating:

Challenge

Achievement

Focus on creating:

Feedback

Skill

Onboarding

Habit-Forming

Expertise

Page 59: Buyer Personas

@TweetsByCaraSouth Florida Code Camp 2015

JUMP ON THE TRENDY BANDWAGON

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@TweetsByCaraSouth Florida Code Camp 2015

JUMP ON THE TRENDY BANDWAGON

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@TweetsByCaraSouth Florida Code Camp 2015

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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@TweetsByCaraSouth Florida Code Camp 2015

BUT BE CAREFUL WHAT YOU AUTOMATE

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@TweetsByCaraSouth Florida Code Camp 2015

AND BE CAREFUL WHAT YOU SAY

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@TweetsByCaraSouth Florida Code Camp 2015

ULTIMATELY CHECK YOURSELF

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@TweetsByCaraSouth Florida Code Camp 2015

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

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@TweetsByCaraSouth Florida Code Camp 2015

SHAKE IT OFF

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@TweetsByCaraSouth Florida Code Camp 2015

MARKETING AUTOMATION

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@TweetsByCaraSouth Florida Code Camp 2015

WITH ANALYTICS COMPANIES SEE…

75% More Pipeline Growth

3X Sales Cycle Conversion Rates

2X Win Rates

Page 69: Buyer Personas

@TweetsByCaraSouth Florida Code Camp 2015

MEASURING ENGAGEMENT

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

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@TweetsByCaraSouth Florida Code Camp 2015

MEASURING ENGAGEMENT

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@TweetsByCaraSouth Florida Code Camp 2015

MEASURING ENGAGEMENT

It All Goes Back to Your Audience or “Buyer”

Female Profile Male Profile

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@TweetsByCaraSouth Florida Code Camp 2015

REMEMBER…

CUSTOMERS REALLY VOTE WITHTHEIR FEET AND THEIR WALLETS.

KEEP THEM ENGAGED!


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