About this workshop
A Buyer Persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers, including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.
The information and insights gained from the creation of effective Buyer Personas can create endless benefits for the future of your business. Many times the benefits and rewards of having great Buyer Personas are not understood going into the creation exercise, and it is relegated to a laborious task.
That attitude can cost your company its' future because if your competitor is doing it and you are not, you are at a distinct disadvantage. Learn what effective Buyer Personas can do for your future and learn how to create and use them to your benefit.
A buyer persona is a narrative that describes your IDEAL customer based on market research and real data. It is also something you need to get right and be very clear about. It will guide your marketing, shape your messaging, and, if you get it right, contribute substantially to the success of your business.
A Buyer Persona is many things. There are also many things it is not, and it is easy to blow this. Since getting it right is VITAL to the sustained success of your business, we will spend some time reviewing what it is not and how to avoid the common pitfalls.
Accurate, effective Buyer Personas are a big deal. If they are not, they need to become very important to your organization. When you think of creating a buyer persona, if you are picturing yourself sitting at a table with other staff members all talking about what goes through your buyers' mind, you are not alone.
This is the single biggest mistake that we encounter. This lesson is a detailed walkthrough of how to create effective B2C buyer personas and could possibly be the best thing you will ever do for the future of your business.
Selling B2B is quite a bit different can selling B2C. Most consumers look at ads for products they might want but don't need. Businesses, on the other hand, want to and indeed many times have to buy. Marketing B2B creates a different situation.
Consider the difference between B2C and B2B as the difference between a consumer and a customer. A B2C consumer is someone who is apt to purchase on impulse and does not take the time to get to know the business and may not ever be back to make a return purchase. By comparison, a B2B customer is more apt to take an interest in the company background, your values, and creating a stable relationship between you and their business.
This lesson is a detailed Walkthrough of creating B2B buyer personas.
Now that you have finished creating your buyer personas, you have to build support behind them throughout your organization effectively. Doing so is not always the most straightforward task; a lot depends on how big of an organization that you have.
Additionally, you have developed content and strategies to engage your buyer taking advantage of the insights that you have learned. This final lesson in the workshop does just that. We will help you to understand how to integrate your personas full circle into your business — getting your entire team behind becoming a customer-centric company.
We also provide you with over 25 different ways to use the new insights you have gained to better communicate your message at the right times and in the correct formats to your potential and existing audience. This is the lesson that will assist you in making the most of your buyer personas and gaining the most value out of the increased knowledge!
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