How to Build Your Buyer Persona – Online Marketing Plan for Manufacturers Part 3
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How to Build Your Buyer Persona – Online Marketing Plan for Manufacturers Part 3


Hey Sales and Marketing Professionals! This is part 3 of our online marketing plan
for manufacturers. Today we’re going to dive into Buyer Personas. We’re going to put together a plan to really
understand our best buyer, and apply it to all of our marketing. So, let’s get right to it! You know how today’s buyer’s a little different
than they were 5-10 years ago? You know, they don’t pick up the phone when
you call them. They tend to mark you as SPAM if you email
them, kind of unsolicited? They really just generally don’t want to talk
to you. It’s because their a completely different
animal than they were before. They’ve got all this information at their
fingertips, and they don’t need you harassing them to give it to them. All of these old tactics are really a symptom
of not having the right context around your buyer, right? You’re not at the right place, at the right
time, with the right message. You are bothering them at dinner time, or
calling them on their lunch break trying to start up a conversation. That’s not what they want. They want you to be where they are, when they
need you, and that’s what Buyer Personas are going to help us do. Buyer Personas help us to really understand
your best buyer as the engineer, professional buyer, or the executive that they are. As opposed to a broad range of demographic
details. Age ranges, education levels, and marital
statuses, which really don’t tell us much about the actual persona, and what makes them
tick. We need to be able to relate to our best buyers
as human beings, not just a demographic profile. So, what’s a good broad based definition of
Buyer Personas? Think of buyer personas as a fictional representation
of your best buyer and what they thing throughout their buying process. From the moment that they recognize that they
have a problem or opportunity, until they decide to go with you as their solution provider. So, it’s important to remember that your buyer
persona is not a specific best buyer that you have. So, if you’ve worked with Jenny at XYZ Company
for 20 years, supplying them the parts they need. And you just love working with them. It’s easy. They appreciate what you do. They pay you fairly, and everything is wonderful. Jenny is representative of your buyer persona. She has characteristics or that company has
characteristics of a buyer persona, but you don’t want to just target Jenny, because by
just targeting Jenny, you’re excluding Jim, Time, Bob, and Sue everywhere else, that may
be an ideal buyer for you. So, you want to take a clump of your best
buyers, and get an idea of all of their characteristics. Why are they best buyers? How do they go about their buying process? Because it’s going to vary a bit from buyer
to buyer. So, your buyer persona will be solid if you
can answer the all of the ‘W’ questions, right? Who, What, When, Where, Why and then ultimately
How, which isn’t a ‘W’ but you get the point. So, you might be thinking, “Donny, this persona
thing sounds great, but where in the heck am I going to get all these insights?”. Well, that starts with Primary Research, and
Secondary Research. OK, so your Primary Research is things like
interviews and surveys. We want to grab a range of 6-10 existing customers
that fit this profile of being an ideal, perfect buyer, as well as companies that maybe you
lost along the way. For whatever reason they went another direction,
and you’ve lost their business. Also, some prospects that you’re working with
that may potentially buy from you. These are all great interview sources. You’re going to need about 30 minutes of their
time to ask them some very broad range questions. The biggest being, WHY? So, when you ask them a question about what
motivated their company to start their research process before you found us, and they provide
you an answer, you say ‘Interesting, why is that?’. Why should be your go-to question, over and
over again, because in the ‘Why’ is where the insights are for where you need to be
online, what content you need to produce, and how your marketing can reach them. The second primary research, surveys, is great
for those individuals, that are probably not comfortable being interviewed, but are willing
to share some insights. You’re not going to get as many as you will
with an interview because you can’t continuously probe for deeper answers, but you can set
your survey up with ‘Why’ as well. Why did you answer that way? That’s a great, straight from the horse’s
mouth, primary set of research. So you want to log all of this. If you can record your calls. Obviously with their approval. Even video would be even better, or in person
on video. So you can see their mannerisms, and how they
handle things. That’s a wealth of information for your sales
and marketing. Then, you have your secondary research. This is data mining. You have a CRM, you have past customer information. You can dive into what some of the processes
you had to go through to close XYZ client that has been a phenomenal success for our
company? Your sales people are a good resource. Your customer account representatives a great
resource. Pull all that data together and culminate
it into one pile of research that you’re then going to work on to establish your buyer persona. Once you’ve completed this round, and remember
this is an iterative process, so over time you’re going to want to do more interviews,
you’re going to want to get more secondary research, and you’re going to want to put
them together to evolve your persona and make sure you have a better understanding. At this point, once you’ve gone through an
initial stage of research, it’s time to put your persona together, and start to document
that actual profile. Now, I’ve linked an awesome resource down
in the description. A completely FREE resource that even includes
a worksheet for taking this information that you’ve gathered, all this research and putting
it into an actual buyer personas. It also dives deeper into some of the items
that I’ve already covered here in terms of research, and questions you should ask during
your persona interviews, and what the whole process looks like. It’s called the Ultimate Guide to Buyer Personas,
for Beginners. It’s linked below in the description, so make
sure you grab that. After you’ve built your buyer persona, there’s
a few tips that I want you to take away. 1. If your persona ends up living in a file on
a shared drive somewhere, and you never refer to it, this has been a complete waist of time,
and it’s going to negatively impact your online marketing plan, obviously. 2. If you’re a sales or marketing professional,
as I’m assuming you are, print that sucker out, and stick it on your wall next to your
desk. Keep it front and center. Who are you marketing to? Who are you selling to? Constantly remind yourself of, whether this
persona would like what you’re doing? Would they respond well to it. Is it going to be the right place, at the
right time, with the right message? Alright, our next step in the Online Marketing
Plan for Manufacturers is to define this persona’s buyer’s journey. Which goes from Awareness, when they first
decide that they have a problem, through consideration. What are their options for solving the problem? To decision. Why do they pick you over your competitor? That will be in our next video. Remember, there’re resources in the description
below that are going to help you build your personas. There are also some great statistical resources
that will give you some great benefits to using Buyer Personas, as well as a couple
blog posts that I think are really going to help with the overall understanding of personas. So if you like this video, click the thumbs
up, and subscribe below to make sure you get all of the videos in the series of the online
marketing plan for manufacturers. Thanks!

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