Download - How to Develop Buyer Personas
BUYER PERSONASAli Schwanke, Marketing [email protected] Startup Week
WHAT• Fictitious representations of your ideal
customer.• A composite sketch of a segment of your
target audience. • A foundational element of your marketing
strategy • Also called a “customer avatar”
KNOW THEM BETTER THAN THEY KNOW THEMSELVES.
TONS OF EXAMPLESLIKE THIS ONLINE
WHEN ONE BRAND KNEW ME BETTER THAN I KNEW MYSELF.
EMPATHY• Understanding what’s important to your
customers and potential customers. • How they think & how they view the world• What matters to them and why• Goals, wants, needs• How their lives work, habits & routines
MARKETING• Product Creation• Copywriting • Content Marketing• Sales• Email Marketing• Social & Paid Traffic
AN EXAMPLE OF A FRUSTRATION TURNED INTO MARKETING VALUE
INCLUDES• Demographic Data • Values & Behavioral Insights• Pain Points• Anecdotal Feedback/Their Words• Applied Use Cases/Real-life Scenarios
LET’SBEGINBUILDING.
DEMOGRAPHICS• Age• Gender• Income• Education• Roles
• Certifications• Years of
Experience• Industry• Anything you can
gather as fact
VALUES & INSIGHTS• Values• Job/role
responsibilities• Motivations• Habits• Trusted sources
• Favorites/Hates• Online
communities• What they read• Goals• Desires• Buying triggers
PAIN POINTS• Frustrations & Problems• Objections & Obstacles
• Example: • Looking for an energy bar that
tastes great and provides nutrients so I don’t have to choke it down.
IN THEIR WORDS• Develop a persona “phrase” or series of
phrases that are straight from their feedback
• Example: • “I know there are a million websites I
can go to where I can learn Wordpress, but I just need someone to do it for me.”
REAL LIFE• How does this play out? • How does your product enter
into their daily routines? • When does this problem
become bad enough they go looking for a solution?
EXAMPLE OF USE CASES AND REAL LIFE SCENARIOS
HOW• Surveys• Interviews – individual & groups• Observation – primary & secondary• Online Tools* – Facebook, GA, GSC, • Good old fashioned research
*Don’t confuse data with evidence. It tells the what, not the why.
THE END(NOT REALLY)
Ali Schwanke, Marketing [email protected] Startup Week
Now the hard work begins!