Post on 12-Jan-2017
How to Build Useful Audience Personas
To Guide Your Digital Strategy
@lauralhampton @impressiontalk
“Hi Sarah”@lauralhampton @impressiontalk
“Hi Dan”@lauralhampton @impressiontalk
“Hi Jon”@lauralhampton @impressiontalk
SARAH:The Explorer
@lauralhampton @impressiontalk
DAN: The Consolidator
@lauralhampton @impressiontalk
JON: The Strategist
@lauralhampton @impressiontalk
It is only when we truly know our audience that we can create
content which appeals to their
needs and persuades them to
convert.@lauralhampton @impressiontalk
HOW?@lauralhampton @impressiontalk
STEP 1: Basic Audience
Information
@lauralhampton @impressiontalk
@lauralhampton @impressiontalk
ASK CLIENT/TEAM:Who do you sell to?
Where are they based?What do they need?Why do they buy?
How do they find you?
Sales DataNew leads
Closed sales
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Sales InsightHow do you qualify
your leads?
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➢Demographics➢Job titles➢Sales insights➢Desirable attributes
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So now you have...
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It doesn’t stop there…
Delve deeper!@lauralhampton @impressiontalk
STEP 2: Audience
Motivations
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What motivates your audience?
What challenges do they face?
What do they think about?
What interests them?
@lauralhampton @impressiontalk
Customer surveys can be
powerful
@lauralhampton @impressiontalk
@lauralhampton @impressiontalk
http://impression.tips/census-brightonseo
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Keyword research and related queries
Look for the long tail@lauralhampton @impressiontalk
@lauralhampton @impressiontalk
PriceLocation
PriceApplication
ApplicationFlavourEase
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Answer The Publichttp://impression.tips/answer-brightonseo
On Site Search and Popular Content
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@lauralhampton @impressiontalk
Frequently Asked Questions (FAQs)
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@lauralhampton @impressiontalk
Now go even further...
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STEP 3: Topics and Interests
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Conference Topics
What is your audience learning?
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Social MediaWhat is your audience
discussing?
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CompetitorsWhat else is available
to your audience?
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@lauralhampton @impressiontalk
STEP 4: Building Personas
@lauralhampton @impressiontalk
Broad audience segments
Motivations
Personas
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@lauralhampton @impressiontalk
1: Basic segments
2: Motivations by segment
3: Consolidate segments via overlapping
motivations
@lauralhampton @impressiontalk
@lauralhampton @impressiontalk
Marketing Manager
Marketing Executive
Business Owner
Stay up to date Improve basic understanding
Improve basic understanding
Learn new techniques
Consolidate existing skills
Get a strategic overview
Find new tools Learn new techniques
Find new opportunities
Meet other experts
Build networks Build networks
SARAH: The Explorer
- Wants to learn new techniques- Seeking new tools
- Enjoys testing new ideas- Keen to discuss opinions with
others@lauralhampton @impressiontalk
DAN: The Consolidator
- Wants to consolidate knowledge- Compares own ideas with those
of peers- Looking to meet other experts
@lauralhampton @impressiontalk
JON: The Strategist
- Wants to develop a better understanding
- Looking for new opportunities to grow
- Considering how this fits into overall strategy
@lauralhampton @impressiontalk
Personas are most powerful when we are
able to empathise with them and apply our understanding of
their needs to our activities.
@lauralhampton @impressiontalk
Analytics Affinity
Categories
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http://impression.tips/profiler-brightonseo
@lauralhampton @impressiontalk
@lauralhampton @impressiontalk
Using Personas to Guide Your
Strategy
@lauralhampton @impressiontalk
Personas give us a shared language
with which to discuss our audience in all their complexities.
@lauralhampton @impressiontalk
Document and Share
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@lauralhampton @impressiontalk
Discuss:“Is this right for Dylan?”
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Persona driven keyword and
theme research
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@lauralhampton @impressiontalk
Brand Story Alignment
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http://impression.tips/stories-brightonseohttp://impression.tips/grid-brightonseo
@lauralhampton @impressiontalk
PERSONA 1 PERSONA 2 PERSONA 3
BRAND STORY 1
BRAND STORY 2
BRAND STORY 3
Content and PR Planning
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http://impression.tips/purpose-brightonseo
@lauralhampton @impressiontalk
4. Content marketing by Impression: http://impression.tips/content-brightonseo
5. Digital PR explained by Impression: http://impression.tips/pr-brightonseo
6. SEO by Impression: http://impression.tips/seo-brightonseo
7. PPC by Impression: http://impression.tips/ppc-brightonseo
Additional Resources
1. About building personas: http://impression.tips/persona-brightonseo
2. About content grids: http://impression.tips/grid-brightonseo
3. Google Analytics Affinity Categories: http://impression.tips/affinity-brightonseo
How to Build Useful Audience Personas
laura.hampton@impression.co.ukwww.impression.co.uk
01158 242 212
www.twitter.com/lauralhamptonwww.twitter.com/impressiontalk
www.linkedin.com/company/impression-digital-limited