Your customers are not all the same. Learn the 3 main steps to building out your buyer personas and beginning to use customer segmentation in your marketing. Read this whitepaper for quick, actionable tips to greatly improve the response to your marketing through defining your user types and segmenting your marketing content. From asking the right type of questions to understanding the highest leverage pieces of your marketing to customize, you'll learn the must-do tips to level-up your customer segmentation.

1. 3 steps to crafting & marketing to
BUYER PERSONAS
Improve your acquisition & customer engagement.
presented by
week 9 of 12

2. Your customers are not all the same.

3. Urban millennials
self-identify
very differently…

4. …than suburban
baby-boomers.

5. BUT,
They may
both be your
customers.

6. Step 1: Learn & Define
Your Personas

7. Gather info on your
ideal customers:
• interview them
• call them
• use surveys
Start by talking
to them.

8. Learn who they are.
• Books/blogs/magazines they read
• Movies/TV shows they watch
• Demographic information
• Hobbies and passions
• Household income
• Job title

9. Define your
personas as a
hypothesis of real
people.

10. Focus on 2 or 3 personas.
Try to find a distinction to segment your users and personify
your ideas as a hypothetical person.
Marketer Mary
• Single mother
• Lives in NYC
• Account Manager at a
marketing agency ($70k)
• Binge watches HGTV and
Breaking Bad
Developer Daniel
• Newlywed & dog lover
• Lives in a studio in SF
• Full stack developer ($100k)
• Obsessed with the latest on
Product Hunt
• Game of Thrones junkie

11. Thinking of your
customers as real
people helps you
get inside their
head and market
to them better.

12. Pro Tips
• Use or to survey users.
• If you have access to their purchase data, analyze it
for predictive insights and to find your most profitable
personas to focus on.

13. Persona marketing is an
on-going process.
Continue to test content against your best
customers to what prospective customers
will respond positively to.
Remember…

14. Step 2: Explore your personas’
goals and challenges

15. Learn about your
personas’ pain points.

16. How are they measured?
People measure their success very differently.
For your personas it may be:
• Impressing a client
• Expressing brand identity
• Saving time at home
• Impressing friends

17. Find out and prove that
you can solve their
problems best.

18. Step 3: Craft marketing content
to help your personas achieve
their goals.

19. Tactic: Customize your offers
Holiday Season example:
Some of your customers might be early birds
while others are last minute shoppers.
Think about creating multiple offers at
different times of the season to leverage this
behavioral split:
- Early December limited time offers
- Emphasize last day for free shipping

20. Photos are the game-changer
to create engaging content
for your personas.
Tactic: Use relevant, authentic photos

21. Photos do speak
1,000 words.

22. And to grab customers’
attention, you need to be
relevant to their world.
If your customers can instantly connect to the
photos you’re using in your marketing, they are
more likely to check you out and buy.

23. Authentic photos are the way
to be natural and connect with
your personas.

24. Stop using bad
stock photos.
Staged, sterile photos stand out as being
calculated and contrived. Steer clear of
this style of content.

25. Use Authentic,
Real-World Photos.
Candid, organic images are relatable and are a
major driver of engaging marketing content.

26. 3 steps to crafting & marketing to
BUYER PERSONAS
presented by
Step 2: Explore your personas’ goals and
challenges
Step 1: Learn and define your personas
Step 3: Craft marketing content to help
your personas achieve their goals