1. How To Create Buyer Personas

2. What is a Buyer Persona?
Buyers Personas are fictional representations of your ideal customer, which allows you to gain a deeper understanding of your customers by using research insights such as demographics, goals, challenges and quotes.
Buyer Personas are used to create messages and content that will speak and appeal to your customers

3. Buyer Persona Background Demographics Identifiers Goals
Job, career path, family
Example: Head of Marketing, worked at the same organization for 8 years, worked his way up for marketing assistant, married with 2 children (6 and 8 years)
Demographics
Age, sex, location, living arrangements
Example: Skews male, Age years, Dual income house hold: $120,000, Suburban
Identifiers
Demeanour, communication preferences
Example: Positive demeanour, has an assistant who screens calls, askes to receive s
Goals
Primary and secondary goals
Example: Keeping employees happy and motivated, overview campaigns

4. Buyer Persona What can we do?: Challenges: Real Quotes:
Primary and secondary challenges
Example: Shortage of staff, making system changes to the entire team
How do we help achieve their goals and overcome their challenges?
Example: Integrate systems, provide training and on call help for system
In relations to goals, challenges etc.
Example: “It has previously been difficult to make system/technology changes company-wide”, “We don’t have time system inefficiencies”

5. Common Objections: Marketing Message: Elevator Pitch:
Sell your persona on your solution
Example: Our system is comprehensive, integrating your existing software and platforms. Employees are thorough trained which quickly gets them up to speed, providing a 24/7 assistance service
Why wouldn't they buy our product?
Example: “I am concerned with the time it will take to adopt a new system”, “I am worried data will be lost in the switch-over”
How would you describe your solution to your persona?
Example: A comprehensive, easy to adopt and efficient management system

6. Your Turn
Background:
Demographics:
Identifiers:
Goals:

7. Your Turn
What can we
do?:
Challenges:
Real Quotes:

8. Your Turn
Common Objections:
Marketing Message:
Elevator Pitch:

9. About Us:
Lancom is a cloud-first managed services provider and custom software developer specialising in Amazon Web Services, Citrix and Microsoft technologies. Our services span outsourced IT support, infrastructure projects, vendor management and cloud computing. By fostering better knowledge of what technology can do, we work closely with our clients to deliver smart solutions to business challenges. Founded nearly 30 years ago, Lancom delivers decades of experience and is trusted by many New Zealand businesses and global Fortune 500 companies including Coca-Cola and Microsoft.
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