BUYER PERSONAS.
Lindsay Thibeault
@LindsayRegina
#HubSpotting
TODAY’S GOAL:
To learn how to research
and create buyer personas.
AGENDA
1 Why buyer personas matter
2 Creating buyer personas
3 Your persona examples
1
WHY BUYER
PERSONAS MATTER.
What is
buyer persona?
Semi-fictional representations of your ideal customer
based on real data and some select educated
speculation about customer demographics, behavior
patterns, motivations, and goals.
It helps with every stage of
the methodology
2
CREATING
BUYER PERSONAS.
STEPS TO CREATE BUYER PERSONAS
1
Identify questions to ask to develop your persona (use the Persona Profile Checklist in the
class resources below for information about what to ask—and paraphrase them as necessary).
2
Determine how you’ll research your personas and how you’re going to get those personabuilding questions answered.
3
Print out a Buyer Persona Development Worksheet for each persona you might have. This
worksheet acts as a framework for your persona & can guide your research.
4
Compile research and answers to your paraphrased version of questions on the Persona
Profile Checklist. Look for trends in the responses you get and add these to the Persona
Development Worksheet.
5
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
6
Tell your persona’s story using the 5-chapter format and following best practices.
STEPS TO CREATE BUYER PERSONAS
1
Identify questions to ask to develop your persona (use the Persona Profile Checklist in the
class resources below for information about what to ask—and paraphrase them as necessary).
2
Determine how you’ll research your personas and how you’re going to get those personabuilding questions answered.
3
Print out a Buyer Persona Development Worksheet for each persona you might have. This
worksheet acts as a framework for your persona & can guide your research.
4
Compile research and answers to your paraphrased version of questions on the Persona
Profile Checklist. Look for trends in the responses you get and add these to the Persona
Development Worksheet.
5
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
6
Tell your persona’s story using the 5-chapter format and following best practices.
Persona Profile Checklist
Persona Detail
Questions to Ask
Role
What is your job role/role in life? Your title?
How is your job/role measured?
What is a typical day?
What skills are required?
What knowledge and tools do you use?
Who do you report to? Who reports to you?
Company/Organization
What industry or industries does your company work/is your role in?
What is the size of your company/organization (revenue, employees)?
Goals
What are you responsible for?
What does it mean to be successful in your role?
Challenges
What are your biggest challenges?
Watering Holes
How do you learn about new information for your job?
What publications or blogs do you read?
What associations and social networks do you belong?
Personal Background
Age, Family (married, children), Education
Shopping Preferences
How do you prefer to interact with vendors? (email, phone, in person)
Do you use the internet to research vendors or products? If yes, how do you search for
information?
STEPS TO CREATE BUYER PERSONAS
1
Identify questions to ask to develop your persona (use the Persona Profile Checklist in the
class resources below for information about what to ask—and paraphrase them as necessary).
2
Determine how you’ll research your personas and how you’re going to get those personabuilding questions answered.
3
Print out a Buyer Persona Development Worksheet for each persona you might have. This
worksheet acts as a framework for your persona & can guide your research.
4
Compile research and answers to your paraphrased version of questions on the Persona
Profile Checklist. Look for trends in the responses you get and add these to the Persona
Development Worksheet.
5
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
6
Tell your persona’s story using the 5-chapter format and following best practices.
RESEARCHING
YOUR PERSONAS:
1.
Interview current customers
2. ?
3. ?
4. ?
RESEARCHING
YOUR PERSONAS:
1.
Interview current customers
2. Survey your customers
3. Use HubSpot lead intelligence
4. Talk to you co-workers
EVEN MORE WAYS TO
RESEARCH YOUR PERSONA:
5. Search for your keywords on various social networks
6. Check out the comments section on key industry
blogs- what are people talking about?
7. Search for people commenting on industry blogs on
LinkedIn- what info can you glean from their profiles?
8. Ask questions on social media!*
STEPS TO CREATE BUYER PERSONAS
1
Identify questions to ask to develop your persona (use the Persona Profile Checklist in the
class resources below for information about what to ask—and paraphrase them as necessary).
2
Determine how you’ll research your personas and how you’re going to get those personabuilding questions answered.
3
Print out a Buyer Persona Development Worksheet for each persona you might have. This
worksheet acts as a framework for your persona & can guide your research.
4
Compile research and answers to your paraphrased version of questions on the Persona
Profile Checklist. Look for trends in the responses you get and add these to the Persona
Development Worksheet.
5
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
6
Tell your persona’s story using the 5-chapter format and following best practices.
Persona
Development
Worksheet
download in the resources section
STEPS TO CREATE BUYER PERSONAS
1
Identify questions to ask to develop your persona (use the Persona Profile Checklist in the
class resources below for information about what to ask—and paraphrase them as necessary).
2
Determine how you’ll research your personas and how you’re going to get those personabuilding questions answered.
3
Print out a Buyer Persona Development Worksheet for each persona you might have. This
worksheet acts as a framework for your persona & can guide your research.
4
Compile research and answers to your paraphrased version of questions on the Persona
Profile Checklist. Look for trends in the responses you get and add these to the Persona
Development Worksheet.
5
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
6
Tell your persona’s story using the 5-chapter format and following best practices.
BEST PRACTICES FOR
BUILDING BUYER PERSONAS
Focus on motives behind behaviors: pay attention to not just what
someone is doing, but why they’re doing it.
Keep personas fictional, but still realistic. No one has a one-size fits all
customer; don’t define your persona by describing just one real person.
Choose one primary persona; all other personas are secondary
Tell your persona’s story. Don’t just list facts about them; weave those
facts into a detailed representation of who this persona is as a person.
STEPS TO CREATE BUYER PERSONAS
1
Identify questions to ask to develop your persona (use the Persona Profile Checklist in the
class resources below for information about what to ask—and paraphrase them as necessary).
2
Determine how you’ll research your personas and how you’re going to get those personabuilding questions answered.
3
Print out a Buyer Persona Development Worksheet for each persona you might have. This
worksheet acts as a framework for your persona & can guide your research.
4
Compile research and answers to your paraphrased version of questions on the Persona
Profile Checklist. Look for trends in the responses you get and add these to the Persona
Development Worksheet.
5
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
6
Tell your persona’s story using the 5-chapter format and following best practices.
5 CHAPTERS TO BUILDING
BUYER PERSONA STORIES:
1 Job and demographic information
2 What does a day in their life look like?
3 What are their challenges and pain points?
4 Where do they go for information?
5 Common objections to products and services
STEPS TO CREATE BUYER PERSONAS
1
Identify questions to ask to develop your persona (use the Persona Profile Checklist in the
class resources below for information about what to ask—and paraphrase them as necessary).
2
Determine how you’ll research your personas and how you’re going to get those personabuilding questions answered.
3
Print out a Buyer Persona Development Worksheet for each persona you might have.
Worksheet acts as a framework for your persona & can guide your research.
4
Compile research and answers to your paraphrased version of questions on the Persona
Profile Checklist. Look for trends in the responses you get and add these to the Persona
Development Worksheet.
5
Use the buyer persona-building best practices as a guide to transforming your worksheet into
a complete persona.
6
Tell your persona’s story using the 5-chapter format and following best practices.
Demographic Information and Background:
Age 40-50, married, two kids (15 and 12), combined household income of 180k
Adventurous Amy
Amy At Work (Role+Seniority):
Works at a company of 50 people. Is a manager; has been at her job for 5+ years. Can take considerable vacation time (2+ weeks a year) off from work.
A Day In Amy's Life:
Has consistent 9-5:30 schedule because of family responsibilities. She and her husband had hired help for the kids and house responsibilities, but it is still
important that both parents play a significant role in raising their kids. She cares about nutrition and physical health for both for herself and her family.
What Are Amy's Pain Points?:
Pleasing Everyone: It's hard for the family to decide what to have for dinner. Wants to do something adventurous, but she's worried trip will be too strenuous
for kids, too boring for adults. She doesn't have much time to plan trips.; managing life and work leaves little time for anything else.
What Are Her Goals?:
Explore a new place, push themselves physically, step outside of comfort zone, family bonding
Where Does She Go For Information?:
Relies heavily on TripAdvisor, Google reviews, Frommers magazines, as well as travel blogs she found through Google. Watches The Travel Channel
regularly, but always watches shows like Amazing Race and No Reservations as opportunities to learn about new places and cultures to explore. Uses
Facebook to stay connected with her friends and LinkedIn for her professional life. Her friend told her Pinterest was great for planning trips, but she hasn't
tried it yet.
Experience:
Has mastered scheduling, mostly just needs help with the expertise. Where to go, what to do, what materials are needed to do it. Doesn't need to have her
hand held, but wants a personalized experience in planning the trip. She's a decision-maker, just wants to know all the available options.
Common Objections:
Fifth Season only has two locations. Neither of them seem quite right for my family. Amy knows her family has a hard time agreeing on small things. Will
everyone enjoy this vacation is a question that is on the top of her mind. She wants to push herself and her family to try something new, but doesn't want
people to get burned out. Vacations are about relaxing too! She's heard about accidents that have happened while climbing/rafting/exploring nature, and
she's concerned that Adventure Travel might not be right for her family.
3
YOUR PERSONA
EXAMPLES.
Does anyone know
who this is?
Do you know him?
Don’t break character.
BEST PRACTICES FOR
BUILDING BUYER PERSONAS
Focus on motives behind behaviors: pay attention to not just what
someone is doing, but why they’re doing it.
Keep personas fictional, but still realistic. No one has a one-size fits all
customer; don’t define your persona by describing just one real person.
Choose one primary persona; all other personas are secondary
Tell your persona’s story. Don’t just list facts about them; weave those
facts into a detailed representation of who this persona is as a person.
THANK YOU.