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Gianluca Fiorelli

@gfiorelli1
ILoveSEO.net
How to create Buyer Personas
and build a content strategy
that they won't stop loving
Buyer personas are research-based archetypal (modeled)
representations of who buyers are,
what they are trying to accomplish,
what goals drive their behavior,
how they think,
how they buy,
and why they make buying decisions.

TONY ZAMBITO
BUYER
PERSONAS

Megan B2B Larry - Niche


MICE Agent CYCLE TEAM Leader
41 y/o 37 y/o

AR HOTELS & RESORTS


Mayte B2C Wendy B2C
Working Mom WEEKENDER
42 y/o 35 y/o
EXPECTATIONS

PAIN POINTS
DECISION PATH

BUYER PERSONA
PORTRAIT
MOST COMMON BUYER PERSONA SEARCH WHO & WHAT
QUESTIONS OF THE BEHAVIORS INFLUENCES HER
BUYER PERSONA ABOUT DECISION
THE PRODUCT
UNKNOWN
Blogging, SEO,
Social Media, Link
ATTRACTION Building, Ads
USERS
Landings, Marketing
Automation, CTAs
CONVERSION
LEADS
Workflows, Email
marketing
CLOSING
CLIENT
Email marketing
Social Media
FIDELIZATION
Fidelity Programs
PROMOTION
Editorial Calendar
Planning
Editorial Calendar
Planning
Buyer Persona oriented
Editorial Calendar
Planning Proportion
Buyer Persona oriented
Editorial Calendar
Planning Proportion
Buyer Persona oriented Velocity
Blog Post
brief

Buyer
Persona
MAITE

Social
Media
brief
CONTENT OUTREACH ROADMAP

Cycling Trends & Costa Blanca Limited Promo

Larry
News Cycling Routes Offer
News, Tricks & Tips for Cycling Routes for Amateurs and Promo Offer for Groups
CYCLE TEAM Leader Coupon
professionals
Et 37 AR HOTELS & RESORTS

I manage,
AR Bike Centre
organize and lead Mountain Biking Showcase
amateur cyclist tour BTT Valencian Region
groups in various News, Tricks
Service Catalog
locations abroad & Tips for Mountain
Routes for BBT in Valencian AR HOTELS & RESORTS
Biking Region
Scott AVT
Clara Lpez
43 years old.
High school teacher
After the birth of my second son, I lost
the figure I had before. I need to feel
good about myself
Sobre m
Clara Qu hago Mis objetivos Cmo tomo decisiones
Profesora
Soy profesora de historia en un instituto Adelgazar Siempre he sido de compra impulsiva. Me
Ciudad: Salamanca de Salamanca y por la tarde doy clases de Seguir ahorrando para en el futuro gusta probar productos nuevos y me fio
Edad 43 pintura en una escuela de adultos. Estoy montar mi escuela de pintura bastante de los productos que veo
casada y tengo dos hijos de 9 y 12 aos. Pasar ms tiempo con mis hijos y anunciados en los medios de comunicacin.
Mi principal hobby es la pintura por ello me mi marido. Suelo leer blogs y recomendaciones de
gusta ensear a los dems, solo que esto otros consumidores, ver la TV y leer
no me deja mucho tiempo libre a lo largo revistas. Ahora que me he puesto a dieta
del da. No me gusta hacer deporte por mi cuenta me fo bastante de los
demasiado y el poco tiempo que tengo los comentarios online que voy leyendo.
fines de semana prefiero preparar la
comida de toda la semana y relajarme Requerimientos
viendo pelculas en casa con mi familia. Qu me preocupa
- Que la descripcin de los productos en la
Mis ambiciones Trabajo todo el da fuera de casa y web sea completa ya que desconozco cual
me noto cansada, me preocupa mi es mejor.
Mi sueo es poder montar mi propia salud y no estar cuidndome lo - Que pueda preguntar si tengo alguna
escuela de pintura. suficiente. duda.
Mi principal objetivo es la educacin de Durante los ltimos aos he - Que el site me aporte confianza
mis hijos. aumentado bastante de peso, no - Que los gastos de envo no suban mucho
Tambin me he propuesto este ao hago deporte, ni me muevo el precio final.
adelgazar y recuperar mi peso ya que demasiado y eso se nota. - Que el producto llegue rpido.
fsicamente me he dejado bastante estos Necesito adelgazar pero no tengo
Desde que tuve a mi segundo ltimos aos y para ello me he puesto a tiempo de ir al gimnasio. Frustraciones y temores
hijo he ganado mucho peso, Me he puesto a dieta por mi
dieta por mi cuenta
necesito sentirme bien conmigo cuenta, y quiero empezar a tomar
misma
Que compre un producto que no pueda
Con quien trabajo productos adelgazantes pero no devolver.
se como hacerlo ni cuales son los Que no pueda contactar con tienda para
En el instituto soy bastante autnoma a la mejores para conseguir mi cualquier problema.
hora de dar mis clases y me coordino solo objetivo. Que el packaging sea discreto, no quiero
con el director del instituto y el jefe de Si dejo de tomar estos productos que nadie vea que me estoy comprando
estudios. En la escuela de pintura doy volver a recuperar el peso que he productos adelgazantes.
clase junto con dos profesores ms. perdido?
Investigation/Search
Identifying Challenge Shortlist Evaluation Purchase
Phase
Qu pasa? She wants to start Search online where to Compares prices and Uses references. Clara finally buys the
(TRIGGERS AND taking slimming buy these products. chooses two or three Checks for the better product.
products, but she is Search in blogs online stores where option.
WHAT HAPPENS) embarrassed going opinions of other she could buy the Consider the price.
and buy them in a users with her same slimming products. Relies on reviews.
pharmacy. So she problem.
wants to buy them
more discreetly.

Cuales son sus What are the best Being it an expensive Which online shop does Do exist independent Slow delivery of the
preocupaciones? slimming products in product, which finally offer the best service reviews? bought products.
the market? doesn't offer any result. and customer care? How the website does The purchase is not
(WHAT ARE HER May I take them along Is the website legit? Is it the website facilitate me? carried out correctly and
PAIN POINTS) with others vitamins Discovering the buying trustworthy? What are the payment doubts arise.
integrators? the product online costs methods?
Are they healthy? more than in a physical
How have I to take store.
them?
Where I can buy
slimming products?
Qu podemos Give to Clara all the Present on site the Demonstrate Communicate every
hacer nosotros? Indirect advice through necessary information feedback from other experience. step/moment of the
specialized articles, so and product variety. satisfied customers. Show we are referents order.
(WHAT CAN WE DO to establish a direct and Offer her Show off our in the online Offer an online chat and
TO SOLVE HER trustworthy recommendations and competitive advantages. parapharmacy. a Whatsapp contact for
PAIN POINTS?) communication with this advice. Offer different payment customer care.
Buyer Persona Show her our offers. methods.

Digital formats Blogs / Content Videos Testimonials Testimonials Email


Email Marketing Case studies Video Videos Online logged in
Guides Blog Blog/ content Private Messengers
Clara
Profesora
Top of Funnel Middle of Funnel Bottom of Funnel
Ciudad: Salamanca
Edad 43

Loosing Weight Advice Promotion


Slimming avoiding the rebound Products for your daily diet that can Farmagine recommendations for
effect; help you lose weight; loosing those extra pounds;
Burning calories while working; Tips for an healthy diet; Products that our customers
Why I gained weight after having my Nutritionists recommendations; recommend to burn fat;
children? Professional tips to lose weight right; Farmagine products that will help
Avoiding a sedentary life; Diets recommended by doctors to you recover your shape;
Easy exercises to loose weight; lose weight without side effects Farmagine nutritional supplements
How to loose weight safely. to add to your diet;
Farmagine nutricosmetics that will
Health help your localized cellulitis.

What are natural slimming products?


Why should you go to a nutritionist for a
diet?
Vitamins that make you body perfect;
Recipes for a rich, not boring and
healthy diet;
10 foods that will help you lose weight.
BUYER PERSONA:
Clara
PRODUCT
CATEGORY:
Nutrition and
Dietetics / Health
TIME OF THE
CAMPAIGN:
April/May due to
the seasonality of
the products.
FUNNEL PHASE:
BOFU
CONTENT:
PDF Catalogue with
discount codes and
exclusives offers.
TARGETS:
1. Users visiting the
landing page and opt-
in leaving their
email;
2. Database of Frequent
Clients in this category
of products
PROMOTION:
Adwords+FB
Campaigns
Email Marketing
Blog post + CTA with
link to the landing
page
ADWORDS
FACEBOOK ADS

EMAIL CATALOGUE THANK YOU NURTURING VIA


LANDING PAGE
MARKETING DOWNLOAD PAGE EMAIL

BLOG/CTA
LANDING
PAGE
EMAIL
MARKETING
PDF CATALOGUE WITH LINKS TO THE
ECOMMERCE PAGES
+253% conversion rate
CONTENT TOFU MOFU BOFU

MATRIX
CREATE A CONTENT
MATRIX FOR EACH
BUYER PERSONA. AND
THEN, FOR EACH ONE,
DO A KEYWORD AND
TOPICAL RESEARCH
Answerthepublic.com
Nick Eubanks

http://seoauv.com/keyword-research/
Production Costs:
4.500
Download / 30 days:
800.000
67 Linking Domains
from 21 countries
Gianluca Fiorelli
@gfiorelli1
ILoveSEO.net

THANK YOU