The other day, I wrote a post about inbound marketing. In it I mentioned the importance of developing buyer personas to help you identify the types of content you needed to draw prospects to your website, and then directed them to certain actions once on your site.
Well, I wrote that post prior to attending SEMpdx’s monthly education event. It was held April 9th at About Us in Portland. Speaking were Amanda Bernard and Ryan Summers from ISITE Design, who were there presenting on Google Analytics for Pros.
One of my takeaways was from Amanda, when she reviewed how ISITE uses GA data to help flesh out how they develop buyer personas.
Follow the link above to download the presentation. But here is the Cliff Note version that I wrote down in my notebook. I believe there is sometimes a disconnect between developing buyer personas and what that means for the business. I think this template can help you identify content needs, calls to action, and metrics. I think it would work even if you don’t have the GA data and are just sketching out a hypothesis.
|
What The Prospect Wants? |
What Keywords They Are Searching With? |
What Content You Should Provide To Address KWs? |
What Do You Want Them To Do Once On Your Website? |
How Will You Measure Success? |