Persona Presentation
Published on Mar 31, 2016
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PRESENTATION OUTLINE
Agenda
- What is a buyer persona?
- How do I create one?
- What do I do with it?
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INTRODUCTIONS
- Who are you?
- Where do you work?
- What are you hoping to get from this presentation?
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What is a buyer persona?
Buyer personas are semi-fictional representations of your ideal customer based on real data
along with some select educated speculation about customer demographics, behavior patterns,
motivations, and goals. - HubSpot
Textbook definition from HubSpot Academy - https://academy.hubspot.com/buyer-personas-videos-training
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Why we need personas
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Source: Content Marketing Institute
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How to create a buyer persona
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Goals Not Roles
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QUALITATIVE RESEACH
- 15-30 interviews
- Make sure they represent your buyers (no friends/family)
- Open-ended questions
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QUANTITATIVE RESEARCH
- >385 respondents
- 95% certainty, 5% margin, 0.5 standard deviation
- Make sure you have a way to segment
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QUANTITATIVE TOOLS
- Ask Your Target Market.com (aytm.com)
- Sample Size Calculator (bit.ly/samplesizecalc)
- Quirks.com
- Typeform.com
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Most companies have 3-6 personas.
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How to Use Personas
THERE'S A LONG LIST
- Channel targeting
- Campaign/content planning
- Lead nurturing and email
- Segmentation
- Ad targeting
- Keyword analysis
- Metrics and goal tracking
- Dynamic/"smart" content
- Branding and style guides
- Sales enablement
- Product development
Segment your list
Target your content
1 per persona per stage
Guide product and service development
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KEY POINTS
- Factual basis for marketing
- Goals not roles
- Tool that can humanize and personalize our marketing
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