how to create buyer personas - digital olympus

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Page 1: How To Create Buyer Personas - Digital Olympus

Gianluca [email protected]

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How to create Buyer Personasand build a content strategy that they won't stop loving

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Buyer personas are research-based archetypal (modeled) representations of who buyers are,what they are trying to accomplish,what goals drive their behavior,how they think,how they buy, and why they make buying decisions.

TONY ZAMBITO

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BUYER PERSONAS

AR HOTELS & RESORTS

Megan – B2BMICE Agent 41 y/o

Mayte – B2CWorking Mom 42 y/o

Larry - NicheCYCLE TEAM Leader37 y/o

Wendy – B2CWEEKENDER35 y/o

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EXPECTATIONS

PAIN POINTSDECISION PATH

BUYER PERSONAPORTRAIT

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MOST COMMON QUESTIONS OF THE

BUYER PERSONA ABOUT THE PRODUCT

BUYER PERSONA SEARCH BEHAVIORS

WHO & WHAT INFLUENCES HER

DECISION

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UNKNOWN

USERS

LEADS

CLIENT

PROMOTION

ATTRACTION

CONVERSION

CLOSING

FIDELIZATION

Blogging, SEO, Social Media, Link Building, Ads

Landings, MarketingAutomation, CTAs

Workflows, Emailmarketing

Email marketingSocial MediaFidelity Programs

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Editorial CalendarPlanning

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Editorial CalendarPlanning

Buyer Persona oriented

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PlanningBuyer Persona oriented

ProportionEditorial Calendar

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PlanningBuyer Persona oriented

ProportionVelocity

Editorial Calendar

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Blog Post brief

Buyer PersonaMAITE

Social Mediabrief

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Cycling Trends & News

Mountain Biking

News, Tricks& Tips for Mountain BikingScott

Costa Blanca Cycling Routes

BTT Valencian Region

Routes for Amateurs and professionals

Routes for BBT in Valencian Region AVT

Limited Promo Offer

Promo Offer for Groups Coupon

AR HOTELS & RESORTS

AR Bike Centre Showcase

Service Catalog AR HOTELS & RESORTS

LarryCYCLE TEAM LeaderEtà 37

“I manage, organize and lead amateur cyclist tour groups in various locations abroad”

CONTENT OUTREACH ROADMAP

News, Tricks & Tips for Cycling

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Clara López43 years old.High school teacher“After the birth of my second son, I lost the figure I had before. I need to feel good about myself”

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Sobre míQué hago

Soy profesora de historia en un instituto de Salamanca y por la tarde doy clases de pintura en una escuela de adultos. Estoy casada y tengo dos hijos de 9 y 12 años. Mi principal hobby es la pintura por ello me gusta enseñar a los demás, solo que esto no me deja mucho tiempo libre a lo largo del día. No me gusta hacer deporte demasiado y el poco tiempo que tengo los fines de semana prefiero preparar la comida de toda la semana y relajarme viendo películas en casa con mi familia.

Mis ambiciones

Mi sueño es poder montar mi propia escuela de pintura. Mi principal objetivo es la educación de mis hijos.También me he propuesto este año adelgazar y recuperar mi peso ya que físicamente me he dejado bastante estos últimos años y para ello me he puesto a dieta por mi cuenta

Con quien trabajo

En el instituto soy bastante autónoma a la hora de dar mis clases y me coordino solo con el director del instituto y el jefe de estudios. En la escuela de pintura doy clase junto con dos profesores más.

Mis objetivos

• Adelgazar • Seguir ahorrando para en el futuro

montar mi escuela de pintura• Pasar más tiempo con mis hijos y

mi marido.

Cómo tomo decisiones

Siempre he sido de compra impulsiva. Me gusta probar productos nuevos y me fio bastante de los productos que veo anunciados en los medios de comunicación. Suelo leer blogs y recomendaciones de otros consumidores, ver la TV y leer revistas. Ahora que me he puesto a dieta por mi cuenta me fío bastante de los comentarios online que voy leyendo.

Requerimientos

- Que la descripción de los productos en la web sea completa ya que desconozco cual es mejor.- Que pueda preguntar si tengo alguna duda.- Que el site me aporte confianza- Que los gastos de envío no suban mucho el precio final.- Que el producto llegue rápido.

Frustraciones y temores

• Que compre un producto que no pueda devolver.

• Que no pueda contactar con tienda para cualquier problema.

• Que el packaging sea discreto, no quiero que nadie vea que me estoy comprando productos adelgazantes.

Qué me preocupa

• Trabajo todo el día fuera de casa y me noto cansada, me preocupa mi salud y no estar cuidándome lo suficiente.

• Durante los últimos años he aumentado bastante de peso, no hago deporte, ni me muevo demasiado y eso se nota. Necesito adelgazar pero no tengo tiempo de ir al gimnasio.

• Me he puesto a dieta por mi cuenta, y quiero empezar a tomar productos adelgazantes pero no se como hacerlo ni cuales son los mejores para conseguir mi objetivo.

• ¿Si dejo de tomar estos productos volveré a recuperar el peso que he perdido?

ClaraProfesoraCiudad: SalamancaEdad 43

“Desde que tuve a mi segundo hijo he ganado mucho peso, necesito sentirme bien conmigo misma”

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Identifying Challenge Investigation/Search Phase Shortlist Evaluation Purchase

¿Qué pasa?(TRIGGERS AND WHAT HAPPENS)

• She wants to start taking slimming products, but she is embarrassed going and buy them in a pharmacy. So she wants to buy them more discreetly.

• Search online where to buy these products.

• Search in blogs opinions of other users with her sameproblem.

• Compares prices and chooses two or three online stores where she could buy the slimming products.

• Uses references.• Checks for the better

option.• Consider the price.• Relies on reviews.

• Clara finally buys the product.

¿Cuales son sus preocupaciones?(WHAT ARE HER PAIN POINTS)

• What are the best slimming products in the market?

• May I take them along with others vitamins integrators?

• Are they healthy?• How have I to take

them?• Where I can buy

slimming products?

• Being it an expensive product, which finally doesn't offer any result.

• Is the website legit?• Discovering the buying

the product online costs more than in a physical store.

• Which online shop does offer the best service and customer care?

• Is it the website trustworthy?

• Do exist independent reviews?

• How the website does facilitate me?

• What are the payment methods?

• Slow delivery of the bought products.

• The purchase is not carried out correctly and doubts arise.

¿Qué podemos hacer nosotros?(WHAT CAN WE DO TO SOLVE HER PAIN POINTS?)

• Indirect advice throughspecialized articles, so to establish a direct and trustworthy communication with this Buyer Persona

• Give to Clara all the necessary information and product variety.

• Offer her recommendations and advice.

• Show her our offers.

• Present on site the feedback from other satisfied customers.

• Show off ourcompetitive advantages.

• Demonstrate experience.

• Show we are referents in the online parapharmacy.

• Offer different payment methods.

• Communicate every step/moment of the order.

• Offer an online chat and a Whatsapp contact for customer care.

Digital formats • Blogs / Content• Email Marketing• Guides

• Videos• Case studies• Blog

• Testimonials• Video

• Testimonials• Videos• Blog/ content

EmailOnline logged inPrivate Messengers

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Top of Funnel Bottom of FunnelMiddle of FunnelClaraProfesoraCiudad: SalamancaEdad 43

Loosing Weight Advice• Slimming avoiding the rebound

effect;• Burning calories while working;• Why I gained weight after having my

children?• Avoiding a sedentary life;• Easy exercises to loose weight;• How to loose weight safely.

Health• What are natural slimming products?• Why should you go to a nutritionist for a

diet?• Vitamins that make you body perfect;• Recipes for a rich, not boring and

healthy diet;• 10 foods that will help you lose weight.

• Products for your daily diet that can help you lose weight;

• Tips for an healthy diet;• Nutritionists recommendations;• Professional tips to lose weight right;• Diets recommended by doctors to

lose weight without side effects

• Farmagine recommendations for loosing those extra pounds;

• Products that our customers recommend to burn fat;

• Farmagine products that will help you recover your shape;

• Farmagine nutritional supplements to add to your diet;

• Farmagine nutricosmetics that will help your localized cellulitis.

Promotion

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BUYER PERSONA: ClaraPRODUCT CATEGORY: Nutrition and Dietetics / Health

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TIME OF THE CAMPAIGN:April/May due to the seasonality of the products.

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FUNNEL PHASE:BOFU

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CONTENT:PDF Catalogue with discount codes and exclusives offers.

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TARGETS: 1. Users visiting the

landing page and opt-in leaving their email;

2. Database of Frequent Clients in this category of products

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PROMOTION:• Adwords+FB

Campaigns• Email Marketing • Blog post + CTA with

link to the landing page

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ADWORDSFACEBOOK ADS

EMAIL MARKETING

BLOG/CTA

LANDING PAGE CATALOGUE DOWNLOAD

THANK YOU PAGE

NURTURING VIA EMAIL

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LANDING PAGE

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EMAIL MARKETING

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PDF CATALOGUE WITH LINKS TO THE ECOMMERCE PAGES

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+253% conversion rate

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TOFU MOFU BOFU

CREATE A CONTENT MATRIX FOR EACH BUYER PERSONA. AND THEN, FOR EACH ONE, DO A KEYWORD AND TOPICAL RESEARCH

CONTENT MATRIX

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Answerthepublic.com

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http://seoauv.com/keyword-research/

Nick Eubanks

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Production Costs: 4.500 €Download / 30 days: 800.00067 Linking Domains from 21 countries

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Gianluca [email protected]

THANK YOU