MRKT 373 Buyer Persona Workshop PDF

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Buyer persona workshop notes...

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MRKT 373: Buyer Persona Workshop 

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Why focus on content? o New buyers with a high level of interest and involvement find new businesses through online search. o When it comes to getting found online, content is king. o Great content is indicative of thought leadership. o Excellent way to show legitimacy of small, new businesses. o Integral part of a great social media plan. Strategize: Start with your ideal potential customer o Ask: Who is your most likely, most valuable customer? o Develop a “buyer persona” o An buyer persona defines the group of characteristics, behaviors, and motivations of a viable potential buyer o Based on an ideal buyer profile– who is most likely to buy, buy frequently, be an advocate o Develop as many as is appropriate for your business Strategize: Develop the buyer persona o Name each persona with a descriptive name that differentiates:  Perfect parent Patricia  Local Linda  Bored Student Body  Healthy and organic Ophelia o Research individuals that fit the applicant persona:  Surveys  Interviews  Social media profile audits  Internal data from business  Educated guesses Strategize: Questions to Ask o What are their demographics? (Skews male or female? Age range? Household income? Location?) o What are their behavioral identifiers? (Communication preferences? Hobbies and Interests? Demeanor?) o What is their background? (Career? Job path? Family?) o Goals and motivation for purchasing a product like ours? (Primary? Secondary?) o Challenges/Obstacles to purchase? (Primary? Secondary?) o How could it be easier to buy and refer? How can we help you reach your goals and overcome challenges? o Objections to purchasing? Strategize: Put it together

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o Use this information to create two “Point A’s” for this persona (describe in a way that this person responds to):  Your marketing messaging (How would you describe your business to this persona?)  Your elevator pitch to this persona (1-2 sentences that describes the program with marketing messaging in mind) Produce: Centering content on buyer personas o Applicant personas help dictate:  The content you produce  The format you use  Distribution channels o Keywords and content should be created with an applicant persona in mind. o Two main phases of production:  Keyword selection  Content production Produce: Keyword Planning o What would your buyer persona be searching for in Google? o Keyword selection  Google AdWords  Keyword Suggestion Tool  Brainstorming  Google Analytics data Produce: Content Production o Two types of content to produce:  Premium, gated  Blog posts o Premium, gated content o Content piece that lives behind a landing page—requires exchange of information to view and download  White paper  Webinar  “In-Season Hammond Local Produce Chart” Produce: Content Production o Blog Posts  Main objective: Get found on search engines (contains keyword)  High-level content designed for casual seekers  Engaging title with interesting, digestible content Produce: Content Pieces o Optimize your blog post for search engines o Optimize around one keyword or keyword phrase o 400-1,000 words  Use keyword in:

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 Page title and URL  Header/Title (H1)  One or more sub-headers (H2)  Body of content (3-5 times)  Alt text of images  Meta-tags  Anchor text of links o Add CTA that links back to premium, gated content Package and Leverage o Start with an buyer persona o Select group of keywords for persona o Pair each keyword phrase with a blog idea o Pair each blog idea with premium, gated content. o Decide what information from a lead is valuable o Develop a landing page to capture data and deliver content o Distribute and promote content o Follow up...