In these slides Gianluca Fiorelli presents how to create Buyer Personas, what tools and methods to follow for collecting qualitative and quantitative data, how to create an editorial calendar and project campaigns that can effectively target the Buyer Personas we individuated.

1. Gianluca Fiorelli
@gfiorelli1
ILoveSEO.net

2. How to create Buyer Personas
and build a content strategy
that they won't stop loving

3. 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

59. BUYER
PERSONAS
AR HOTELS & RESORTS
Megan – B2B
MICE Agent
41 y/o
Mayte – B2C
Working Mom
42 y/o
Larry - Niche
CYCLE TEAM Leader
37 y/o
Wendy – B2C
WEEKENDER
35 y/o

60. EXPECTATIONS
PAIN POINTS
DECISION PATH
BUYER PERSONA
PORTRAIT

61. MOST COMMON
QUESTIONS OF THE
BUYER PERSONA ABOUT
THE PRODUCT
BUYER PERSONA SEARCH
BEHAVIORS
WHO & WHAT
INFLUENCES HER
DECISION

63. UNKNOWN
USERS
LEADS
CLIENT
PROMOTION
ATTRACTION
CONVERSION
CLOSING
FIDELIZATION
Blogging, SEO,
Social Media, Link
Building, Ads
Landings, Marketing
Automation, CTAs
Workflows, Email
marketing
Email marketing
Social Media
Fidelity Programs

64. Editorial Calendar
Planning

65. Editorial Calendar
Planning
Buyer Persona oriented

66. Planning
Buyer Persona oriented
Proportion
Editorial Calendar

67. Planning
Buyer Persona oriented
Proportion
Velocity
Editorial Calendar

68. Blog Post
brief
Buyer
Persona
MAITE
Social
Media
brief

69. Cycling Trends &
News
Mountain Biking
News, Tricks
& Tips for Mountain
Biking
Scott
Costa Blanca
Cycling Routes
BTT Valencian Region
Routes for Amateurs and
professionals
Routes for BBT in Valencian
Region
AVT
Limited Promo
Offer
Promo Offer for Groups
Coupon
AR HOTELS & RESORTS
AR Bike Centre
Showcase
Service Catalog
AR HOTELS & RESORTS
Larry
CYCLE TEAM Leader
Età 37
“I manage,
organize and lead
amateur cyclist tour
groups in various
locations abroad”
CONTENT OUTREACH ROADMAP
News, Tricks& Tips for Cycling

72. Clara López
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”

73. Sobre mí
Qué hago
Soy profesora de historia en un instituto
de Salamanca y por la tarde doy clases de
pintura en una escuela de adultos. Estoy
casada y tengo dos hijos de 9 y 12 años.
Mi principal hobby es la pintura por ello me
gusta enseñar a los demás, solo que esto
no me deja mucho tiempo libre a lo largo
del día. No me gusta hacer deporte
demasiado y el poco tiempo que tengo los
fines de semana prefiero preparar la
comida de toda la semana y relajarme
viendo películas en casa con mi familia.
Mis ambiciones
Mi sueño es poder montar mi propia
escuela de pintura.
Mi principal objetivo es la educación de
mis hijos.
También me he propuesto este año
adelgazar y recuperar mi peso ya que
físicamente me he dejado bastante estos
últimos años y para ello me he puesto a
dieta por mi cuenta
Con quien trabajo
En el instituto soy bastante autónoma a la
hora de dar mis clases y me coordino solo
con el director del instituto y el jefe de
estudios. En la escuela de pintura doy
clase junto con dos profesores más.
Mis objetivos
• Adelgazar
• Seguir ahorrando para en el futuro
montar mi escuela de pintura
• Pasar más tiempo con mis hijos y
mi marido.
Cómo tomo decisiones
Siempre he sido de compra impulsiva. Me
gusta probar productos nuevos y me fio
bastante de los productos que veo
anunciados en los medios de comunicación.
Suelo leer blogs y recomendaciones de
otros consumidores, ver la TV y leer
revistas. Ahora que me he puesto a dieta
por mi cuenta me fío bastante de los
comentarios online que voy leyendo.
Requerimientos
- Que la descripción de los productos en la
web sea completa ya que desconozco cual
es mejor.
- Que pueda preguntar si tengo alguna
duda.
- Que el site me aporte confianza
- Que los gastos de envío no suban mucho
el precio final.
- Que el producto llegue rápido.
Frustraciones y temores
• Que compre un producto que no pueda
devolver.
• Que no pueda contactar con tienda para
cualquier problema.
• Que el packaging sea discreto, no quiero
que nadie vea que me estoy comprando
productos adelgazantes.
Qué me preocupa
• Trabajo todo el día fuera de casa y
me noto cansada, me preocupa mi
salud y no estar cuidándome lo
suficiente.
• Durante los últimos años he
aumentado bastante de peso, no
hago deporte, ni me muevo
demasiado y eso se nota.
Necesito adelgazar pero no tengo
tiempo de ir al gimnasio.
• Me he puesto a dieta por mi
cuenta, y quiero empezar a tomar
productos adelgazantes pero no
se como hacerlo ni cuales son los
mejores para conseguir mi
objetivo.
• ¿Si dejo de tomar estos productos
volveré a recuperar el peso que he
perdido?
Clara
Profesora
Ciudad: Salamanca
Edad 43
“Desde que tuve a mi segundo
hijo he ganado mucho peso,
necesito sentirme bien conmigo
misma”

74. Identifying Challenge
Investigation/Search
Phase
Shortlist Evaluation Purchase
¿Qué pasa?
(TRIGGERS AND
WHAT HAPPENS)
• She wants to start
taking slimming
products, but she is
embarrassed going
and buy them in a
pharmacy. So she
wants to buy them
more discreetly.
• Search online where to
buy these products.
• Search in blogs
opinions of other
users with her same
problem.
• Compares prices and
chooses two or three
online stores where
she could buy the
slimming products.
• Uses references.
• Checks for the better
option.
• Consider the price.
• Relies on reviews.
• Clara finally buys the
product.
¿Cuales son sus
preocupaciones?
(WHAT ARE HER
PAIN POINTS)
• What are the best
slimming products in
the market?
• May I take them along
with others vitamins
integrators?
• Are they healthy?
• How have I to take
them?
• Where I can buy
slimming products?
• Being it an expensive
product, which finally
doesn't offer any result.
• Is the website legit?
• Discovering the buying
the product online costs
more than in a physical
store.
• Which online shop does
offer the best service
and customer care?
• Is it the website
trustworthy?
• Do exist independent
reviews?
• How the website does
facilitate me?
• What are the payment
methods?
• Slow delivery of the
bought products.
• The purchase is not
carried out correctly and
doubts arise.
¿Qué podemos
hacer nosotros?
(WHAT CAN WE DO
TO SOLVE HER
PAIN POINTS?)
• Indirect advice through
specialized articles, so
to establish a direct and
trustworthy
communication with this
Buyer Persona
• Give to Clara all the
necessary information
and product variety.
• Offer her
recommendations and
advice.
• Show her our offers.
• Present on site the
feedback from other
satisfied customers.
• Show off our
competitive advantages.
• Demonstrate
experience.
• Show we are referents
in the online
parapharmacy.
• Offer different payment
methods.
• Communicate every
step/moment of the
order.
• Offer an online chat and
a Whatsapp contact for
customer care.
Digital formats • Blogs / Content
• Email Marketing
• Guides
• Videos
• Case studies
• Blog
• Testimonials
• Video
• Testimonials
• Videos
• Blog/ content
Email
Online logged in
Private Messengers

75. Top of Funnel Bottom of FunnelMiddle of FunnelClara
Profesora
Ciudad: Salamanca
Edad 43
Loosing Weight Advice
• Slimming avoiding the rebound
effect;
• Burning calories while working;
• Why I gained weight after having my
children?
• Avoiding a sedentarylife;
• Easyexercises to loose weight;
• How to loose weight safely.
Health
• What are natural slimming products?
• Why should you go to a nutritionist for a
diet?
• Vitamins that make you bodyperfect;
• Recipes for a rich, not boring and
healthydiet;
• 10 foods that will help you lose weight.
• Products for your dailydiet that can
help you lose weight;
• Tips for an healthydiet;
• Nutritionists recommendations;
• Professional tips to lose weight right;
• Diets recommended by doctors to
lose weight without side effects
• Farmagine recommendations for
loosing those extra pounds;
• Products that our customers
recommend to burn fat;
• Farmagine products that will help
you recover your shape;
• Farmagine nutritional supplements
to add to your diet;
• Farmagine nutricosmetics that will
help your localized cellulitis.
Promotion

77. BUYER PERSONA:
Clara
PRODUCT
CATEGORY:
Nutrition and
Dietetics / Health

78. TIME OF THE
CAMPAIGN:
April/May due to
the seasonality of
the products.

79. FUNNEL PHASE:
BOFU

80. CONTENT:
PDF Catalogue with
discount codes and
exclusives offers.

81. TARGETS:
1. Users visiting the
landing page and opt-
in leaving their
email;
2. Database of Frequent
Clients in this category
of products

82. PROMOTION:
• Adwords+FB
Campaigns
• Email Marketing
• Blog post + CTA with
link to the landing
page

84. ADWORDS
FACEBOOK ADS
EMAIL
MARKETING
BLOG/CTA
LANDINGPAGE
CATALOGUE
DOWNLOAD
THANKYOU
PAGE
NURTURINGVIA
EMAIL

85. LANDING
PAGE

86. EMAIL
MARKETING

87. PDF CATALOGUE WITH LINKS TO THE
ECOMMERCEPAGES

88. +253% conversion rate

89. TOFU MOFU BOFU
CREATE A CONTENT
MATRIX FOR EACH
BUYER PERSONA. AND
THEN, FOR EACH ONE,
DO A KEYWORD AND
TOPICAL RESEARCH
CONTENT
MATRIX

90. Answerthepublic.com

91. http://seoauv.com/keyword-research/
Nick Eubanks

94. Production Costs:
4.500 €
Download / 30 days:
800.000
67 Linking Domains
from 21 countries

95. Gianluca Fiorelli
@gfiorelli1
ILoveSEO.net
THANK YOU