Influences: What people, things or places may influence how the user acts?

Feelings: How is the user feeling about the experience? What really matters to them?

Pain Points: What pain points might the user be experiencing?

Overall Goal: What is the user’s ultimate goal? What are they trying to achieve?

•Understand the influences on the customer decision-making process

•Understand the differences between B2C and B2B buyer behaviour

•Understand the customer journey, including offline and digital touchpoints, and how to engage customers at different stages of their journey

•How to create customer personas

How to segment audiences for targeting

How is it triggered?

Include the channels they may go through such as Google Search, Website, Print Advertising

Loyalty

Belief

Gender

City

Opinions

Platforms used

Times of the day a device is used

Religion

Income

•Geographic

•Demographic

•Psychographic

•Behavioural

Females aged between 25 and 30 buy the herbal supplements - DONE BELOW

Females aged between 30 and 40 buy Vitamins - THIS ONE

(Data available via MyTMT)

•

•Females aged between 25 and 30 buy the herbal supplements (blue)

•

•Females aged between 25 and 40 buy Vitamins (green)

Started planning our F1 campaign (LinkedIn, leaflets and tradeshow)

Started looking into SEO and HubSpot's SEO course

Started a filmmaking and content creation course for an upcoming campaign

Completed the Canva for Work beginners course

Started a lead generation course

The want is the expertise the company has in paid search, paid social and programmatic that the client wont have.

The need of the client is to sell their product or service and have as many people seeing or making a purchase so they have a ROI.

It is triggered by clients having a campaign they want to advertised

Defence - need as countries need safety

Satisfies a need: basic human needs and social needs -- needs to keep tenants updated (financially safe) if they are vulnerable, and this tool triggers mass communications (calls/texts) giving housing teams the capacity to contact multiple tenants at once automatically if they need help/reminders

The need is to do this effectively, cost friendly and meeting the neeeds of the client and the want is to get a loyal customer base. Which we do as we apply for the likes of IKEA, F1, Rupauls Drag Race and many more

I’m not sure if i’ve don’t this correctly

If they are a good company with many clients.

How they perform with other campaigns and clients.

Cost

Lead times

Speed

Weight

(Decision Criteria)

4. Purchase (Happy with tent or search for deals)

5. Post-purchase Evaluation (Leave a review)

2- they search for an agency that does everything that they want they might google search for them

3- they may want to go to a big agency or a small and they have to consider the agency fee and how they perform.

4- after, they decide to go with us because they are happy with the service we provide.

5- then they evaluate if with our services how well their campaign performed and if they got enough conversions or impressions that makes it cost effective.

Information search - customer looks on Google to see which companies/products meet these regulations

Evaluation - customer compares us to competitors - we beat them on effectiveness, speed and weight but not necessarily lead times and definitely not cost

Purchase decision - customer either decides to go with the best and pay more (us) or pay less for an inferior product (every other company)

Post-purchase evaluation - The vast majority of our customers are happy with our products and service

Information search: search on Google or LinkedIn for B2B technology companies who work in the social housing sector / or look at whitepapers

Evaluation of alternatives: They will examine competitor sites or companies and may revisit the information search process.

Purchase decision: Once they have enough evidence, and come to an agreement within their team/boardroom, they may choice to purchase the software.

Post purchase behaviour: Quarterly feedback reports for customers to see how customers are using the products and feedback opportunities

demographic- age, gender, Income, religion,

psychographic- belief, opinions

behavioural - loyalty, time of day device is used, platforms used

• city

demographic:

• age

• gender

• income

psychographic:

• belief

• opinions

• religion

behavioural:

• loyalty

• platforms used

• times of the day a device is used

• city

demographic:

• age

• gender

• income

psychographic:

• belief

• opinions

• religion

behavioural:

• loyalty

• platforms used

• times of the day a device is used

Loyalty - Behavioural

Belief - Psychological

Gender - Demographic

City - Geographic

Opinions - Psychological

Platforms used - Behavioural

Times of the day a device is used - Behavioural

Religion - Demographic

Income - Demographic

Loyalty - behavioural

Belief - psychographic

Gender - demographic

City - geographic

Opinions - psychographic

Platforms used - behavioural

Times of day a device is used - behavioural

Religion - demographic

Income - demographic

City

Demo:

Age

Gender

Religion

Income

Psycho:

Belief

Opinion

Behav:

Time of day

Platform

Loyalty

Buyer persona: Helen Smiles

• Age: 34

• Gender: Female

• Biography: Helen is a Senior Sales Lead in an office environment. She is also vegetarian by choice. She often has a busy work schedule and doesn't have time to cook the healthiest meals or have an active and healthy-balanced lifestyle. She needs to pay close attention to her health as she suffers from joint pain on top of this.

• Online behaviour: She follows online health influencers on Instagram who suggest vitamins for her age demographic and problems that are helpful and entertaining.

• Motivations: She is looking to move into a more managerial position within her team and become a better leader.

• Goals: She wants to be healthier, take vitamins to aid her joint problems and take more proactive steps towards a healthy lifestyle whilst remaining vegetarian.

Gender: Female

Biography: Lucy is a young adult that has just returned from her year away in Bali. She wants to become a Yoga Instructor and teach classes around the world. Nutrition is very important to her because she is vegan so need to stay on top of her supplements for energy reasons.

Online: She follows only a few people including her Mum, Best friend and her best friends dog account. She believes in minimalism so doesn't use social media much however used her laptop to book flights for her adventures.

Motivations: She is teaching spot classes at the park but this is pushing her even more to want to spread the joy yoga gives her to the world.

Goals: She want to travel every month teaching classes so needs supplements to stay energised.

Buyer persona: Peter Rotein

Age: 36

Gender: Male

Biography: Peter works is a personal trainer and is dedicated towards feeling his best and looking good. But he is struggling to reach his exercise goals, but he gets tired after work.

Online behaviour: Peter follows other personal trainers online for advice on training, as well as his glow-up fitness influencers for inspiration.

Motivations: He is wanting to improve his training schedules and recommend the best ways outside of training to put on muscle for his clients.

Goals: Peter wants to find a better supplements and mixes to his routine to achieve his fitness goals and stay energised -- and recommend that to his clients who need the extra support.

Think/Feel:

• Worries that people want be interested in everything she's picked up from her travels to teach others.

  Aspires to share her knowledge of culture through her classes.

See:

• People are enjoying embracing nature through the age of the internet and believes this will help her.

• Major rise in anxiety bring people back to nature and calming experiences.

Say/Do:

• Calming spiritualist nature reflecting her exhibitions and knowledge through the way she acts and dresses.

Hear:

• Parents are supportive however parents friends believe she might be targeting a very small market.

Pains:

• Travelling is expensive

• Fears she will have to give up, come home and get a job she hates.

Gains:

• Fulfilment

• Achieving a career in something she loves and is extremely passionate about.

• Her goals to be self sufficient and help others through life stresses and anxiety.

SERPs

Website

Offline:

Trade shows

Word of mouth

Display ads

Website ads Programmatic

Direct mail (gmail)

Online review and blogs (tripadvisor)

Looking to advertise on podcast

• Our website

• SERPs - those searching/querying organically on Google for solutions

• Blogs and Digital E-Books on Products

• LinkedIn page (social media)

• Email marketing/newsletters

• Webinars / Digital Conferences

Offline touchpoints:

• Brochures

• Whitepapers

• Event conferences

• Customer conferences

• Meetings in-person

• Word of mouth

Online

• Website

• Online Chat/Live Support

• Email

• Social Media Platforms like FB and LinkedIn

• Online Appointment Booking System

• Online ID Card Design Tool

• SMS Notifications

• Customer Reviews

• Online Payment Systems

• Email Newsletter

Offline

• Appointment-based Visits

• Staff Interaction

• On-site Photography Service

• Physical Forms or Paperwork

• Delivery & Pickup Service

• Promotional Materials

• Events

-Display Ad pop ups on website

-Social Medias

-News and blog posts

-Website

-Reviews and ratings

-Email Marketing

-Affiliate programmes

Offline:

-Events and Trade shows

-Sponsors and partnerships

Interest - target new customers that are interested in eating Italian food (search the restaurant)

Desire - we want them to book a table (easy landing page so they can book)

Action - retarget them so they come back

Reach:

-Customer sees a sponsor post on Instagram

-Follows sponsor link to website page

-Sees a sale on and purchases putting email in

-Have now received email campaign months later bringing them back to the website

• Awareness: Voicescape (SAAS company) have an existing solution they want to push via content
  

• Interest: New blog is made exploring innovative and different ways this digital solution can be using for social housing providers.

• Desire: Existing customers get to see products in new ways / new customers have exclusive insights into products if they are already searching for a solution to these problems -- has shareability for socials also

• Action: Users can request more information through contact us section on website and blog CTA - Sales team gets in touch to “warm” already interested customer

Interest:
Our social media highlights services like custom ID printing and card management systems. Recently on Instagram, we featured a client’s new employee IDs with RFID chips and holographic features.

Desire:
We share case studies on Facebook, like how a university upgraded student IDs with barcodes for easier campus access. It got great feedback from other schools looking to do the same.

Action:
Clients can get quotes on our site or check out our LinkedIn for exclusive deals and limited-time offers.

LinkedIn post advertising F1 product

From September, I'll be posting weekly hinting at the new, up-and-coming F1 product leading up to the CTS trade show in October

Already have a plan of what to post about but need to write the full copy

People might not see this post because we don't have a big following but we could pay to boost it

Interest

Customer goes to our website to see what other motorsport products we do

Website might not load quickly enough but I'm already working on optimising it as part of my SEO work

People may not know we do other motorsport products so I'll need to make it clear that we do

People might not think about going to our website to see what other products we do so I'll need to include a good CTA on each post

Desire

Prospect gives us their email/number in return for a product's technical bulletin (document containing everything someone might want to know about a product) and becomes a qualified lead

Customer might not find where to get the technical bulletins which I'm currently working on by making them more clearly available

Action

Sales team contacts lead to follow up on interest

Sales team might not contact them quickly enough so I need to talk to them and find out how quickly they normally call out

I also likes learning about segmentation more in depth and the customer journey.