Lesson 2: Getting to Know Your Customer Flashcards
What is a buyer persona? (Hubspot Definition)
a fictional, generalized representation of your ideal customer. Buyer personas help you understand your customers and prospective customers better. They make it easier for you to tailor content to the specific needs, behaviors, and concerns of different types of buyers.
What type of information do you need to curate a buyer persona?
demographic insights and buying insights. Demographic insights describe your buyer, like their age, gender expression, income, family life, hobbies, etc. Buying insights describe how your buyer makes decisions.
What are negative personas?
people that aren’t a great fit for your business. gives you the opportunity to filter folks who aren’t a good fit for your business, so you can prioritize and better focus your marketing and sales efforts.
What are the different ways to conduct buyer persona research?
surveys, forms, your sales team, social media, and interviews.
What questions should you ask in buyer persona interviews?
What blogs do they read? Which social media platforms do they post on? What’s their shopping preferences? How do they want to interact with vendors? How do they do their research? “How did you decide…?” Or, “Why did you decide…?”
What areas should your buyer persona questions cover?
Q’s that provide context about demographics, reasons for investing in your product, what influences each phase of their decision making. What success looks like or what might prevent them from buying your product
How can buyer personas affect your marketing, sales, and service strategies?
reallocate ad spend to where your buyers spend time online. Audit where you’re currently spending resources and ensure its align with where your buyers are consuming content. You can also segment lists based on buyer persona. List segmentation based on buyer persona is the best way to deliver a personalized experience to your buyers. Optimize your webpages. With dynamic content, you can display different messaging to different people based on what persona you have them assigned to. create content specifically tailored to your persona
What are Buyer Personas comprised of?
Demographic insights describe your buyer, like their age, gender expression, income, family life, hobbies, etc.
Buying insights describe how your buyer makes decisions. Including: their priorities, what success looks like, their challenges, how they evaluate options, and what attributes they pay attention to when making a decision.
How many Buyer Personas should you create?
create as few buyer personas as appropriate.
How do you humanize your Buyer Persona?
write a story about your persona.
How can you gain insights into who your Buyer Persona is?
Conducting interviews, surveys, conversations with sales
