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Ingagements




       Buyer Persona Profiles
Development, Application, Testing & Analysis
                                 #ingagements
                                 @minetmarketing
                                 minternetmarketing.com
Agenda &
Format


o Mindset & background
o Process & examples
o Advice & action
                         #ingagements
                         @minetmarketing
                         minternetmarketing.com
Marketers as
matchmakers

             Where are
             the nice
             girls?


       Why isn’t he
       looking over
       here?!


                         #ingagements
                         @minetmarketing
                         minternetmarketing.com
Smarketing
Experiments



   Learned


              #ingagements
              @minetmarketing
              minternetmarketing.com
Persona
 Development
o What behaviors identify them?
o What motivates them?
o What are their environmental needs?
o What do they respond to?
o What do they need to take the next step?
o How do they gather information?
o How do they make their decisions?
o How do they use their time?                #ingagements
                                             @minetmarketing
                                             minternetmarketing.com
Anxious
  Andrea
o Motivated by: learning, understanding,
  challenges and influencing others.
o Emotional needs: Process and plan for
  everything. Control.
o Responds to: directness, authority &
  opportunity.
o Environmental needs: freedom of choice
  and a means to a clear end.
o Gathers info: through third party
  credibility and research.
o Makes decisions: quickly- yes or no, not
  maybe.
o Uses time: strategically but may run       #ingagements
  late because she over plans and            @minetmarketing
  underestimates.
                                             minternetmarketing.com
Practical
Application
o Sales training/coaching
o Smarketing
o Marketing training/coaching
o Content creation
o Customer service
o Human Resources
o Product/service development
                                #ingagements
                                @minetmarketing
                                minternetmarketing.com
Andrea’s
Experience

CONTENT ELEMENTS & STYLE
o Simple & clear design
  navigation paths.
o Use headlines in copy to make
                                    ELEVATOR PITCH:
  goal oriented statements
                                    “Guarantee you & your family’s future.”
o Infographics to explain process   Eliminate the ‘what-ifs’. Know what
                                    options you have.
  & concept diagrams.
o CTAs above the fold.                                 #ingagements
                                                       @minetmarketing
                                                       minternetmarketing.com
Page
Anatomy
          H1- What/ Why
          Our approach is timed to meet your
          objectives. The bottom line is that your
          results are guaranteed.
          H2-How/ Who
          Explore our methodology (process) to
          discover how thousands of clients like you
          have met their goals.
          •Persona challenge>action > benefit
          •Persona challenge>action > benefit
          •Persona challenge>action > benefit
          •Persona challenge>action > benefit
          Next step for more info or to take action.

                                                       #ingagements
                                                       @minetmarketing
                                                       minternetmarketing.com
Copy
  Anatomy
H1- What/ Why
Our approach is timed to meet your
objectives. The bottom line is that your
results are guaranteed.
H2-How/ Who
Explore our methodology (process) to         Why
discover how thousands of clients like you
have met their goals.                        What
•Persona challenge>action > benefit
•Persona challenge>action > benefit          How
•Persona challenge>action > benefit          Who    #ingagements
•Persona challenge>action > benefit                 @minetmarketing
Next step for more info or to take action.          minternetmarketing.com
Proven
 Testing
o Social Posts & Ads
o PPC ads
o Blogs
o Email
o Calls to action
o Landing pages
o A/B tests
o Smarketing closed loop   #ingagements
  feedback                 @minetmarketing
                           minternetmarketing.com
Andrea’s
Approach
SALES APPROACH
o Business-like and to the point.
o Give options; “What if you could…”
o Provide possible challenge
scenarios; “Is this a factor for you to
consider?”, “I have seen others
struggle with ABC, will/does that effect
you?”
o Offer likely outcomes. “If you do X,     #ingagements
this might happen, or if you do Y, you
may get this.”                             @minetmarketing
                                           minternetmarketing.com
Google
                  o Engagement
                  o Visitor Flow


Perception
                  o In-page analytics
             Hubspot

Analysis     o
             o
                 Sources: Keywords > Contacts > Campaigns
                 Calls-to-action: Views-Clicks > Clicks-
                 Submissions




                                            #ingagements
                                            @minetmarketing
                                            minternetmarketing.com
Actions for
Andrea




              #ingagements
              @minetmarketing
              minternetmarketing.com
Getting
 Help

o 30 minute buyer
  persona review
o Download excel
  worksheets
o E-book sneak peek                       #ingagements
                                          @minetmarketing
          Carole@minternetmarketing.com
                                          minternetmarketing.com

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Buyer Persona Profiles: Development, Application, Testing & Analysis

  • 1. Ingagements Buyer Persona Profiles Development, Application, Testing & Analysis #ingagements @minetmarketing minternetmarketing.com
  • 2. Agenda & Format o Mindset & background o Process & examples o Advice & action #ingagements @minetmarketing minternetmarketing.com
  • 3. Marketers as matchmakers Where are the nice girls? Why isn’t he looking over here?! #ingagements @minetmarketing minternetmarketing.com
  • 4. Smarketing Experiments Learned #ingagements @minetmarketing minternetmarketing.com
  • 5. Persona Development o What behaviors identify them? o What motivates them? o What are their environmental needs? o What do they respond to? o What do they need to take the next step? o How do they gather information? o How do they make their decisions? o How do they use their time? #ingagements @minetmarketing minternetmarketing.com
  • 6. Anxious Andrea o Motivated by: learning, understanding, challenges and influencing others. o Emotional needs: Process and plan for everything. Control. o Responds to: directness, authority & opportunity. o Environmental needs: freedom of choice and a means to a clear end. o Gathers info: through third party credibility and research. o Makes decisions: quickly- yes or no, not maybe. o Uses time: strategically but may run #ingagements late because she over plans and @minetmarketing underestimates. minternetmarketing.com
  • 7. Practical Application o Sales training/coaching o Smarketing o Marketing training/coaching o Content creation o Customer service o Human Resources o Product/service development #ingagements @minetmarketing minternetmarketing.com
  • 8. Andrea’s Experience CONTENT ELEMENTS & STYLE o Simple & clear design navigation paths. o Use headlines in copy to make ELEVATOR PITCH: goal oriented statements “Guarantee you & your family’s future.” o Infographics to explain process Eliminate the ‘what-ifs’. Know what options you have. & concept diagrams. o CTAs above the fold. #ingagements @minetmarketing minternetmarketing.com
  • 9. Page Anatomy H1- What/ Why Our approach is timed to meet your objectives. The bottom line is that your results are guaranteed. H2-How/ Who Explore our methodology (process) to discover how thousands of clients like you have met their goals. •Persona challenge>action > benefit •Persona challenge>action > benefit •Persona challenge>action > benefit •Persona challenge>action > benefit Next step for more info or to take action. #ingagements @minetmarketing minternetmarketing.com
  • 10. Copy Anatomy H1- What/ Why Our approach is timed to meet your objectives. The bottom line is that your results are guaranteed. H2-How/ Who Explore our methodology (process) to Why discover how thousands of clients like you have met their goals. What •Persona challenge>action > benefit •Persona challenge>action > benefit How •Persona challenge>action > benefit Who #ingagements •Persona challenge>action > benefit @minetmarketing Next step for more info or to take action. minternetmarketing.com
  • 11. Proven Testing o Social Posts & Ads o PPC ads o Blogs o Email o Calls to action o Landing pages o A/B tests o Smarketing closed loop #ingagements feedback @minetmarketing minternetmarketing.com
  • 12. Andrea’s Approach SALES APPROACH o Business-like and to the point. o Give options; “What if you could…” o Provide possible challenge scenarios; “Is this a factor for you to consider?”, “I have seen others struggle with ABC, will/does that effect you?” o Offer likely outcomes. “If you do X, #ingagements this might happen, or if you do Y, you may get this.” @minetmarketing minternetmarketing.com
  • 13. Google o Engagement o Visitor Flow Perception o In-page analytics Hubspot Analysis o o Sources: Keywords > Contacts > Campaigns Calls-to-action: Views-Clicks > Clicks- Submissions #ingagements @minetmarketing minternetmarketing.com
  • 14. Actions for Andrea #ingagements @minetmarketing minternetmarketing.com
  • 15. Getting Help o 30 minute buyer persona review o Download excel worksheets o E-book sneak peek #ingagements @minetmarketing Carole@minternetmarketing.com minternetmarketing.com