Content: Buyer Personas Dictate

Make It Easy On Yourself: Do Your Homework First

You’ve decided you want your promotion to go VIRAL!  What now?

  • You know marketing campaigns that “go viral” are wildly successful.
  • You know you can create brand recognition significantly faster when your message spreads organically through the internet and lands on the monitors of the fan boys and gurus who are today’s Rainmakers.  Influencers in the parlance of the web.

But how do you get their attention?

I want YOU to want me!

Cheap Trick, circa 1979; YouTube (if you’re feeling nostalgic)

You have to speak to them in their language. You have to know the goal of your marketing, what questions you are answering, what problems you are solving.

You must know each of your buyers’ Personas.

And what, pray tell, is a buyer persona? As defined by David Meerman Scott,  a buyer persona is

… a representative of a type of buyer that you have identified as having a specific interest in your organization or product or having a market problem that your product or service solves. 

This is going to take some serious thought.

Man, Woman, Child?  Entire Family Group? An industry?

After you decide who your Buyer Persona is, you need to know more about him or her.

  • What do they want of your product?
  • Are they young, single, childless with expendable income?
  • Or married with a mortgage and kids?
  • Is your product a luxury to them?

Answering these questions, and any more you think of for your product, will guide you to the best way to present to each ‘persona’.

Have more than one target market?

Simple: create more than one Buyer Persona. Create every one of the ‘personas’ you imagine who could need what you’ve got.

A great example that Scott used when discussing Buyer Personas in the book The New Rules of Marketing and PR – Second Edition is the 2004 presidential election. He shared that the campaigns for the two major parties broke down voters into groups (often called Micro Targets in politico speak) the examples being Nascar Dads (“rural working class males”) and Security Moms (“mothers who were worried about terrorism and concerned about security”).

The campaign folks then spoke directly to those personas.

You can, and in my opinion, should, create as many Buyer Personas as you can manage marketing to directly. The more specific your content the more impactful it will be.

Do not create a broad sweeping and all inclusive, hits-all-the-targets ad campaign. Even if you could, there’s no data to recommend that as a method to get the results you seek.

Have you seen an ad campaigns that spoke to everyone, across gender/race/age/socioeconomic divides and compelled you to buy?

Thought not.

Have you seen videos that were forwarded among friends that were hilarious and interested you in the company that could produce them? And did you forward them on to friends? Or tweet them?  Or ‘share’ them on Facebook?  That’s you helping take things viral.

I have “followed” my favorite companies on twitter and “retweeted” their funny, informative, or interesting tweets.

I have “liked” company pages and suggested them to my friends.

I do read my Facebook wall and I pay attention when a global company speaks directly to me there. I like going to their pages and interacting with other people who feel the same way I do.

That’s the whole idea of Social Networking.  Building a community where people interact with a company and the people they attract.  People that feel they are part of a group that thinks along the same lines.

Probably, I have done these things because somewhere out there, there is someone at those companies who created a Buyer Persona with a woman like me in mind.  (Radical thinker he was!)

Then they began speaking to me, in a language I understood and appreciated. So I told two friends. And they told two friends.

And on, and on.

That’s viral.  And that’s what we all want.

Watch David Meerman on Vimeo: How to Generate Attention For Your Business

Get his book, The New Rules of Marketing and PR – I nag my clients to read this before they start making decisions.

“You can buy attention (advertising)
You can beg for attention from the media (PR)
You can bug people one at a time to get attention (sales)

“Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.”

David Meerman Scott

WSO Transforming Your Offline Consulting Business 3.9.11

What would you do if you had the training that would put your business on steroids?

Read this in its entirety to find out how you can get some substantial bonuses with your purchase from both Brian and Mario and myself.

I’m writing to tell you about a new WSO being offered by Brian Anderson and Mario Brown, their “Offline Marketing Crash Course” because so many of you have asked me for a source for Custom iframe Facebook Pages.

This isn’t just a source. This is your business on steroids with a ten week training course, with specific detail to Custom FaceBook Pages and other social media.

Get it here: Offline Marketing Crash Course

Here is the content list for their latest WSO:

  • Introductory Video
  • Surveying the Local Marketing Landscape Video
  • Google Places Basics – 101 Video
    • 41 minute video from Google
    • Narration provided to complement the Google Video
  • Full copy of 2011 Experts Guide – Google Places Cheat Sheet ver. 9 – One of the Leading Google Places WSO’s
  • Comprehensive Webinar Training Series
  • Webinar 1: Starting Your Business Right
  • Webinar 2 and 3: Selling to the Local Business
  • How to Identify and Sell to Prospects
  • Detailed Pricing Strategies
  • Webinar 4, 5, 6, 7 Google Places
  • Beginners Guide
  • Advanced Theories
  • Fundamentals of Organic SEO
  • Exploring Effective Linking
  • Webinar 8: Social Media for the Local Business
  • Webinar 9: Outsourcing
  • Webinar 10: Integrating Everything into a Viable Business

Fabulous Bonuses (ALL)

  • Service Agreement & Customer Contract
  • Proposal Template PPT Presentation Template
  • WordPress Theme for Your Business

Special Incentive for Existing Clients of Brian and Mario:

I have it on good authority that several of these gifts are customized to your specifications . . . (and my WSO iframe how to for Custom Facebook Pages was source material for the techs he trained for this promotion. Perhaps you get my drift . . . .)

Get it while it is hot, I don’t know how high the price will go, but this is a must have!  And, you’ll receive “Twitter Tools and Tactics” ahead of the crowd as my thank you.

Get it Now:  Offline Marketing Crash Course

Video Outtakes – funny stuff

From My YouTube Channel – TraciGregory

Turn down the Twitter noise – How to get tweets in text

Did you know that if there is someone you particularly want to hear from on Twitter, one person that you don’t want to have to search for to find, and want to know when they post, everytime they post, you can get it as a text?

In the United states, Text follow TraciGregory to 40404.

Works for everyone. Never miss a tweet again. And more importantly, you don’t have to wade through 1,000 tweets you don’t want to read the one you do want!

Other Twitter Posts

  • Friend or Follow || Test your Twitter
  • How to exploit Twitter; Sample of the best use of Twitter Info
  • Is there too much Twitter?
  • New Twitter Background
  • twitterfeed

SEO Back Links

If you think back links don’t work to make a site move higher in search results, consider this, excerpted from The New York Times article, The Dirty Little Secrets of Search.

It says in part

The company [JC Penney] bested millions of sites — and not just in searches for dresses, bedding and area rugs. For months, it was consistently at or near the top in searches for “skinny jeans,” “home decor,” “comforter sets,” “furniture” and dozens of other words and phrases, from the blandly generic (“tablecloths”) to the strangely specific (“grommet top curtains”).

This striking performance lasted for months, most crucially through the holiday season, when there is a huge spike in online shopping. J. C. Penney even beat out the sites of manufacturers in searches for the products of those manufacturers. Type in “Samsonite carry on luggage,” for instance, and Penney for months was first on the list, ahead of Samsonite.com.

Doug Pierce of Blue Fountain Media in New York, was asked by the Times to analyze the search results and talk about the methodolgy.  He reported:

Actually, it’s the most ambitious attempt I’ve ever heard of,” he said. “This whole thing just blew me away. Especially for such a major brand.

Pierce found 2,015 pages with text links that led back to ‘Jacques Pennyea.’

Someone paid to have thousands of links placed on hundreds

of sites scattered around the Web, all of which lead directly to JCPenney.com.

A spokeswoman for J. C. Penney, Darcie Brossart, says it was not Penney.  Of course she did.  Penney did, however, fire their seo firm.

Why would they cheat? Google serves it up as first choice, we click.  Is that simple

A study last May by Daniel Ruby of Chitika, an online advertising network of 100,000 sites, found that, on average, 34 percent of Google’s traffic went to the No. 1 result, about twice the percentage that went to No. 2.

That drive to be number 1 shows up in our desire to ‘dominate’ the search results we’re on.

When Black Hat Specialist Mark Stevens (a psuedonym) was asked about his activity in link building activity prohibited by Google,  he replied, in part:

…Google is amazing. But in commercial searches, Google’s results are really polluted. My own personal experience says that the guy with the biggest S.E.O. budget always ranks the highest.”

And that, in a nutshell is why “black hat” firms prosper.  Those links work.

 

Related Posts

Read the full article here

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How to get New Clients Via Twitter

Don’t underestimate your twitter following for its ability to bring you clients. It is the social media!

Tweet your best, and retweet the best of the rest.

Other Twitter Posts

  • Friend or Follow || Test your Twitter
  • How to exploit Twitter; Sample of the best use of Twitter Info
  • Is there too much Twitter?
  • New Twitter Background
  • twitterfeed

How to get your own Comment Avatar

We know that making intelligent comments on blogs and other sites is a good social activity to promote your presence on the web.  So why would you do that faceless?  We are all cognizant of the power of faces (thank Facebook for that), and you can carry your face with your email address by registering at Gravatar.com.

Faceless No More

Take a look at this screenshot.  Would you rather sign your blogs with the default avatar, the faceless one, or your own design?  It doesn’t have to be your photograph, but if you are building your ‘brand’ I suggest you use the same photograph and populate the internet with it!

A Globally Recognized Avatar

Your Gravatar is an image that follows you from site to site appearing beside your name when you do things like comment or post on a blog. Avatars help identify your posts on blogs and web forums, so why not on any site?

Got a Website of Your Own?

If your site doesn’t automatically recognize Gravatars, there are plugins for wordpress and other content management systems and they have tutorials that make it a snap.  So Gravatar your Avatar!

 

Valentine's Day Custom Facebook FanPage Giveaway

I decided to hold a contest for Valentines’ Day, and give away a Custom Facebook Page to the person who “gives me the best pitch” on Facebook.  I did a cool (top right) graphic touting the giveaway, and added Facebook’s Comments Code to the FBML Page I made called Valentines.

The theory here is that people will post comments to win the custom page and have it made for their wife or girlfriend, or husband, or boyfriend, or whomever!! And the comments will feed to their stream and ‘virally’ carry me throughout the Facebook Nation.  In truth, the Facebook comments command is hinky now that they have added the checkbox to approve having the comments go viral.  Sometimes they hit the stream, sometimes they don’t.  And if they do, there is a huge time lag, it isn’t even in the same solar system as the comments we post on walls.

Nevertheless, I’m in the spirit, so since my comments weren’t working the way the Facebook gods say they should, I had to find another way to promote my contest, or I won’t get to build a kick-ass custom page and give it away for free to someone for their Valentines Day Facebook Page.

Enter Profile Banner App

I go to warrior forums at least once a day to see what is going on, what is new, and if I can add to the conversation at all.  Today the first thing I saw was a YouTube video from a smart lady, Letty Washington, describing a banner that you can install across your profile – the place that usually displays five of your latest photos.  I’m sure you’ve seen the cool things people have done with those spaces.  I decided it was the perfect place for more attention to my contest.

You can choose one of theirs banners, or . . . design your own banner.  485 x 68, upload and you’re in business.

Use the Profile Banner Application

You allow them access to your page, upload your file, or use one of theirs, and hit install.  That’s it.

After I installed it, this is what my facebook profile looks like.  Oh, Yeah.

It is probably sinful how proud I am of that little trick.

Use it! Whether you want to promote your brand, or affix permanent photos to your profile. It is a great control.

In Facebook Nation it is hard to stand out of the crowd (something I’ve done all my life here in real life) and I despise conformity being forced on me just because Zuckerman is color blind and can only see blue and shades of gray. (I understand that he doesn’t want this to look like MySpace. Who would??) Just sayin’.


Other posts that smack of the same Facebook heresy:

  • Your Social Connection
  • Facebook People