CREATING BUYER PERSONAS TO HELP YOUR WEBSITE SELL

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WEBSITEREDESIGNMONTH JUNE2015CREATING BUYER PERSONASTO HELP YOUR WEBSITE SELL

WEBSITEREDESIGNMONTH JUNE2015TABLE OF CONTENTS1. What are Buyer Personas?2. How can you use buyer personas?3. How to create buyer personas4. How to design your website for buyer personasBonus: Buyer Persona Template

1. WHAT ARE BUYER PERSONAS?When embarking on a website redesign one of the first things to consider is your business’s buyer persona. A successfulwebsite knows whom they are selling to.A buyer persona is a semi-fictional representation of your ideal customer. They are based on market research, real data aboutcustomer demographics and online behaviour along with speculation about what motivates them.A website approach that directly addresses the particular needs of each individual persona will contribute to a much moresuccessful website.CREATING BUYER PERSONAS TO HELP YOUR WEBSITE SELL / 3

2. HOW CAN YOU USE BUYER PERSONAS?Personas allow you to personalise your marketing fordifferent segments of your audience. You can tailor yourmessaging according to what you know about thosedifferent persona groups.CREATING BUYER PERSONAS TO HELP YOUR WEBSITE SELL / 4

3. HOW TO YOU CREATE BUYER PERSONASTo help you define your personas, ask yourself the following questions about your target audience. We have alsoincluded a buyer persona template at the end of this ebook to help you create personas to share with your entirecompany9 Questions to ask when creating a customer persona: What is their demographic information? What is their job and level of seniority? What does a day in their life look like? What are their pain points? What are their goals? Where do they go for information? What experiences are they looking for when shopping for your products and services? What are their most common objections to your product or service? How do you identify the buyer persona?My occupationis a student.Harry PotterCREATING BUYER PERSONAS TO HELP YOUR WEBSITE SELL / 5

4. HOW TO DESIGN YOUR WEBSITE FOR BUYER PERSONASTo truly cater your website to your various marketing personas, you’ll need to take things a step further by creatingtargeted landing pages and content to go with them for each persona. This includes everything from:CLICK ME!BLOG senting the right content, to the right people, at the right time will give your website the best chance of beingsuccessful.CREATING BUYER PERSONAS TO HELP YOUR WEBSITE SELL / 6

Demeanour? Communication preferences?IDENTIFIERSMale or female? Age? Income? Location?DEMOGRAPHICSJob? Career Path? Family?BACKGROUNDPERSONA NAMESECTION 1: WHOget to it!Married with 2 children (10 and 8)Skews femaleAge 30-45Dual HH Income: 140,000SuburbanCalm demeanourProbably has an assistant screening callsAsks to receive collateral mailed/printed BONUS: BUYER PERSONA SAMPLE / Page 7Worked at the same company for 10 years;worked her way up from HR AssociateHead of Human Resources Sample SallyFirst, we’ll walk you through an example, then we’ll leave you with a blank template so you canBUYER PERSONASAMPLEMONTH JUNE2015REDESIGNWEBSITE

. to help our persona achieve their goals?. to help our persona overcome theirchallenges?WHAT CAN WE DOPrimary challenge? Secondary challenge?CHALLENGEPrimary goal? Secondary goal?GOALSSECTION 2: WHATSupport legal and finance teamsGetting everything done with a small staffRolling out changes to the entire companyMake it easy to manage all employee data inone placeIntegrate with legal and finance teams’systems BONUS: BUYER PERSONA SAMPLE / Page 8Keep employees happy and turnover low MONTH JUNE2015REDESIGNWEBSITE

Sell your persona on your solution!ELEVATOR PITCHHow would you describe your solution to yourpersona?MARKETING MESSAGINGSECTION 4: HOWWhy wouldn’t they buy your product / service?COMMON OBJECTIONSAbout goals, challenges, etc.REAL QUOTESSECTION 3: WHYI don’t want to have to train the entirecompany on how to use a new system. BONUS: BUYER PERSONA SAMPLE / Page 9We give you an intuitive database that integrates with your existing software andplatforms, and lifetime training to help newemployees get up to speed quickly.I’m worried I’ll lose data transitioning to a newsystem. “I’ve had to deal with so many painfulintegrations with other departments’databases and software.” Integrated HR Database Management“I don’t have time to train new employees on amillion different databases and platforms.” “It’s been difficult getting company-wideadoption of new technologies in the past.” MONTH JUNE2015REDESIGNWEBSITE

Demeanour? Communication preferences?IDENTIFIERSMale or female? Age? Income? Location?DEMOGRAPHICSJob? Career Path? Family?BACKGROUNDPERSONA NAMESECTION 1: WHOBUYER PERSONATEMPLATEBONUS: BUYER PERSONA TEMPLATE / Page 10MONTH JUNE2015REDESIGNWEBSITE

. to help our persona achieve their goals?. to help our persona overcome theirchallenges?WHAT CAN WE DOPrimary challenge? Secondary challenge?CHALLENGEPrimary goal? Secondary goal?GOALSSECTION 2: WHATBONUS: BUYER PERSONA TEMPLATE/ Page 11MONTH JUNE2015REDESIGNWEBSITE

Sell your persona on your solution!ELEVATOR PITCHHow would you describe your solution to yourpersona?MARKETING MESSAGINGSECTION 4: HOWWhy wouldn’t they buy your product / service?COMMON OBJECTIONSAbout goals, challenges, etc.REAL QUOTESSECTION 3: WHYBONUS: BUYER PERSONA TEMPLATE/ Page 12MONTH JUNE2015REDESIGNWEBSITE

Bonus: Buyer Persona Template WEBSITE REDESIGN MONTHJUNE 2015. CREATING BUYER PERSONAS TO HELP YOUR WEBSITE SELL / 3 1. WHAT ARE BUYER PERSONAS? When embarking on a website redesign one of the first things to consider is you

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