#CMWorld Twitter Chat on Buyer Personas with Adele Revella

#CMWorld
BUYER PERSONAS &
CONTENT MARKETING
TWITTER CHAT
Featuring Buying Persona Institute’s Adele Revella @BuyerPersona
and Content Marketing Institute’s Joe Pulizzi @JoePulizzi
#CMWorld • contentmarketingworld.com

Buyer Personas & Content Marketing #CMWorld • Twitter Chat
Q1 How are a buyer persona and
a target audience different? #CMWorld

Audiences are about job title, industry, etc. Buyer personas tell the full story about
how and why a buyer makes a buying decision #cmworld
@buyerpersona
Many people confuse target audiences with buyer personas, so they’re missing
most of the value #cmworld
@buyerpersona
@CMIContent A1: Buyer persona = well-defined segment of target audience;
more precise in terms of characteristics, needs, behaviors #CMWorld
@MelClarkMkt
A1: Buyer persona describes motivations, needs, strategies. Target audience
describes more granular info, ex. demographics. #cmworld
@WhatRunsWhere

Q2: What are the main questions you
ask when developing a buyer persona?
#CMWorld

The first question is: Take me back to the day when you first decided that
you needed to solve this problem, what happened #cmworld
@buyerpersona
A1: What influences them! (news, blogs, sites, memes) #CMWorld
@MichaelMooneyy
Marketers need to focus on asking good probing questions. The buyer’s first
answer will never provide deep insight #cmworld
@buyerpersona
@cmicontent A2: What is this persona’s reality, needs, challenges,
influences & communication style #CMWorld
@MelClarkMkt

Q3: Are certain questions – demographic
vs. job/seniority vs. how they consume
info – more valuable than others?
#CMWorld

Just have a conversation, find out what mattered to them, what content helped
as they made a choice #cmworld
@buyerpersona
@cmicontent A3: Their decision-making process & influential factors are key.
#CMWorld
@MelClarkMkt
Find out which content helped them to decide that your competitors solution was
easier to use #cmworld
@buyerpersona
A3 The buyer isn’t always looking to buy, but they’re always looking to get
better at their job. Figure out how you can help that. #cmworld
@njh287

Q4: How do you find people to interview
to develop buyer personas?
Is your sales dept willing to share
customer contact info? #CMWorld

The senior marketing exec should talk to the senior sales exec about the results
marketing will deliver w/this insight #cmworld
@buyerpersona
Individual sales people might resist, so get with senior sales execs and focus on
the benefit of insights #cmworld
@buyerpersona
A4: start with existing customers. Find out why they chose you. #CMWorld
@MichaelMooneyy
@cmicontent A4: Past/current clients for insight on actual market + leads you didn’t
convert for realities you may have missed #CMWorld
@MelClarkMkt

Q5: How many interviews are enough
to develop a persona? #CMWorld

A5: That is a quantitative question and this is qualitative research, but we generally
recommend 8 interviews to begin with #cmworld
@buyerpersona
If you need more data to convince stakeholders, follow up with a survey to validate the
interview results #cmworld
@buyerpersona
@JoePulizzi Agreed, no set # and ongoing is optimal. I’d recommend having SET
# to make sure it’s happening consistently. #learning #cmworld
@njh287
@jenkobylar @CMIContent @buyerpersona We don’t have a rule but constantly
keep ears to the floor and ask for feedback, good AND bad #cmworld
@MelClarkMkt

Q6: How do you decide how many
buyer personas your company needs
to create? #CMWorld

A6: Start with a decision you want to influence and interview those buyers to
see what is different about how they decide #cmworld
@buyerpersona
Create a new buyer persona only when there are differences in buying insights,
demographics = too many personas #cmworld
@buyerpersona
Organize interview results with the 5 Rings of Buying Insight for buyer personas,
explained here: http://t.co/kCfd6RT0Vr #cmworld
@buyerpersona
A6: make sure not to create a new persona just b/c you encounter a new buyer
job title #CMworld
@SFerika

Q7: What are the main differences
in developing buyer personas for
#B2B vs. B2C? #CMWorld

A7 B2B buyers usually invest more time & effort in buying decisions so they can
tell you how & why they decide #cmworld
@buyerpersona
The difference is not B2B vs B2C but high consideration vs low consideration
#cmworld
@buyerpersona
For low consideration or B2C, demographics are often all you have to work with
because buyers don’t know why #cmworld
@buyerpersona
A7 IMO B2C: single decision-maker, shorter duration, simple value prop;
B2B: many decision-makers, longer, more complex value prop. #cmworld
@njh287

Q8: Once developed, how should
that buyer persona dictate your
#contentstrategy? #CMWorld

A8 5 Rings of Buying Insight: Priority Initiative, Success Factors, Perceived Barriers,
Buyer’s Journey, Decision Criteria #cmworld
@buyerpersona
A8 Each Ring of Buying Insight has 3-5 Key Thoughts. 5 insights x 5 thoughts
is 25 potential topics for content #cmworld
@buyerpersona
A8 At the intersection between what you want to market and what buyer wants
is core message strategy #cmworld
@buyerpersona
Insights tell you the questions your buyers ask PLUS the answers they
long to hear #cmworld
@buyerpersona

Q9: How often should we be updating
our buyer personas? #CMWorld

A9 The goal is not buyer personas but buyer expert marketers. Experts are always
investing in their craft #cmworld
@buyerpersona
A9 We recommend that marketers conduct 1-2 interviews per month forever to
maintain status as buyer experts #cmworld
@buyerpersona
A9 - Just like content marketing is not a campaign (there is no stop date), our
buyer persona work is never done. #cmworld
@JoePulizzi
A9: When your metrics drop. Always be analyzing! #CMWorld
@MichaelMooneyy

Q10: What companies/brands
have been successful in developing
buyer personas? #CMWorld

@Insightera Using segmented emails, a library of resources, content mgmt systems.
Seems like you guys have got that covered! #CMWorld
@WhatRunsWhere
A10 Most clients will not allow us to disclose their names. Symantec is one
exception. #cmworld
@buyerpersona

Want to learn more?
Want to discuss the latest trends in content marketing and get advice from some of the experts
in the content marketing community? Every Tuesday at Noon Eastern, join the CMI team
(@cmicontent) and a special guest as we discuss key content marketing topics. Simply follow
#cmworld on twitter to join the conversation.
Get transcripts from all #CMWorld Twitter chats:
http://bit.ly/CMW_TwitterChats

#CMWorld Twitter Chat on Buyer Personas with Adele Revella

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#CMWorld Twitter Chat on Buyer Personas with Adele Revella