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

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DAN: The Consolidator

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JON: The Strategist

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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

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@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?

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Customer surveys can be

powerful

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http://impression.tips/census-brightonseo

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Keyword research and related queries

Look for the long tail@lauralhampton @impressiontalk

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PriceLocation

PriceApplication

ApplicationFlavourEase

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Answer The Publichttp://impression.tips/answer-brightonseo

On Site Search and Popular Content

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Frequently Asked Questions (FAQs)

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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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STEP 4: Building Personas

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Broad audience segments

Motivations

Personas

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1: Basic segments

2: Motivations by segment

3: Consolidate segments via overlapping

motivations

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@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

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JON: The Strategist

- Wants to develop a better understanding

- Looking for new opportunities to grow

- Considering how this fits into overall strategy

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Personas are most powerful when we are

able to empathise with them and apply our understanding of

their needs to our activities.

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Analytics Affinity

Categories

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http://impression.tips/profiler-brightonseo

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@lauralhampton @impressiontalk

Using Personas to Guide Your

Strategy

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Personas give us a shared language

with which to discuss our audience in all their complexities.

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Document and Share

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Discuss:“Is this right for Dylan?”

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Persona driven keyword and

theme research

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Brand Story Alignment

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http://impression.tips/stories-brightonseohttp://impression.tips/grid-brightonseo

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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