The Science Behind Creating Buyer Personas by WSI

Content is king! And since it doesn't look like its reign over the digital kingdom is going to end any time soon, it's important to jump on board and learn how to develop a supreme content marketing strategy. The fist and very critical step to any content marketing plan, is to build BUYER PERSONAS! How else are you going to figure out who to tailor all that content for?

In this presentation we'll look at the formula for gathering the right data and then using it to develop accurate buyer personas.

If you need help building out your buyer personas to develop a killer marketing strategy, get in touch.

e: info@thinkwsi.com
w. http://www.thinkwsi.com/contact-us
t: 888-974-2674

Transcript

1. tWSI 1 JH~ ~C ~NC~ BEHIND CREATING BUYER PERSONAS Con~nl i' king! And 'ince It doe,n'tlook like it> reign over the digital kingdom i' going 10 end any time ,oon, it', important to jump on board and leorn how to develop 0 ,upreme conlent marketing ""'alegy. The Fi", _and very critical ,jep _ 10 any con~nt pion, i. to build BUYER PERSONAS! How el.e are you going to kgure out wh.o 10 tailor all that content 1....9 Let', toke 0 look 01 the lormula lor gothering the right data and rilen u";ng it to develop accurate buyer pe"ono•.
2. INV~STIGRH. R~SmRCH. RND CDLL~CT DRTR! Examine metrics like: er---c.-{ )-J'----I ~'r---f ~y ......-- Bounce Organic Page Leads via Rates Traffic Traffic Social Media • ~. http.://www.l--..J Referring Sites
3. Collect background data for possible personas from ... • • Existing User Profiles Sales Stats and Transactions Calls and Outcomes Overall Sales Revenue
4. L~ _ 3.Execute Surveys Whether conducted via phone, in person, or by web, surveys can collect valuable data like gender, age, geo-Iocation, income and ethnicity. Some great online survey tools we like, include SurveyMonkey and SurveyMoz. Gender Phone + In Person - - Geo-!.ocation w.b Income Ethnicity
5. CONSTRUCT-~-P~RSONR 1.Hame Him...or Her! Naming your personas helps create a real picture of an individual. (/~.:~~~..~~.=~,.~.;:\ , "M'k" .' '. I e , ' •••..~ ..../ . ..•. ...,. .
6. 2.Analvze: Define Mike's Pains and Heeds Use the data you collected to outline each persona's pains and needs. Ask yourself questions like: • What problem is Mike trying to solve? • What does he need to solve the problem? • What kind of information is he searching for?
7. 3.Segment Walch oul for trends and patterns in demographic or behavioural data. This will distinguish the different parts of the audience,which will help in tailoring your content later! • •
8. 4. Constructthe Prome Now your buyer ~enona is ready to be buill! You have alilhe necessary parts for creating a hypothetical customer profile including demographics, behaviour, lifestyle and product use. Lifestyle I ! Product U.. Demographics
9. ABOUT WSI WSI is the world leader in digital marketing and we’re equipped to implement a full suite of Internet solutions. But, of course, we’ll work with you to determine which tactics are best-suited to accomplish your business goals. For more information on the WSI team, check out www.thinkwsi.com